Watches of Switzerland Buys Four-Store Texas Jeweler

By Rob Bates | January 22, 2026

The Watches of Switzerland Group has acquired Deutsch & Deutsch Jewelers, a four-store retailer in Texas.

Deutsch & Deutsch’s showrooms in El Paso, Laredo, McAllen, and Victoria will continue to operate under the same name. Current executives Tad and Aladar Deutsch will remain with the business and will help lead its locations post-acquisition.

The deal gives Watches of Switzerland 88% of Deutsch & Deutsch’s share capital, with an option to buy the rest. According to a statement from Watches of Switzerland, the four showrooms generated combined annual revenue of $67 million in 2024.

Deutsch & Deutsch is an authorized distributor of watch and jewelry brands Rolex, Roberto Coin, Cartier, Omega, Tudor, TAG Heuer, Breitling, and IWC Schaffhausen. The family-owned business dates back to the 1920s, when it began as a tourist shop in Mexico.

Following this acquisition, the Watches of Switzerland Group will operate 25 U.S. showrooms anchored by Rolex.

The news comes as Watches of Switzerland has changed the head of its North American division.

Jack Gaffaney, a former Prada senior vice president for the Americas, has been named Watches of Switzerland’s president for North America, according to WatchPro and a post on LinkedIn.

He takes over the role from David Hurley, who has been president of Watches of Switzerland’s North American division and deputy CEO since 2022. Hurley remains deputy CEO, the company tells JCK.

(Photo from Yelp)