Fully Armed

BY Stephanie Davis Smith | November 30, 2018 | Feature Features National

Just in time for the new year, Mayors gets a royal revamp from Watches of Switzerland.
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South Floridians have a special relationship with Mayors, the 108-year-old watch and jewelry store sprinkled throughout town. That rapport is probably never more on display than during the holidays when grandmothers buy granddaughters special pieces, husbands purchase baubles for their spouses and suitors pick out that one perfect ring for their soon-to-be betrothed. None of that will probably ever change.

What is changing is how that whole experience unfolds. In November, new owner Watches of Switzerland (WOS) relaunched the Mayors brand across all of Florida with updated contemporary store designs in many locations, new product ranges and digital interactive displays, as well as an all-new advertising campaign, shoppable website with call-in concierge service (little of the product was online previously) and a co-branded credit card with WOS.

Mayors’ location at Shops at Merrick Park will be one of the first stores in the country to roll out the major design refurbishments. “We’re making Mayors more relevant for today,” says Brian Duffy, CEO of Watches of Switzerland Group. “We see a clear need to invest in stores to make them more inviting.” If Merrick Park is any bar to jump over, it’s set high. Modern furnishings and fixtures have transformed the store into a sleek shopping destination. “It’s luxurious and elegant, but still comfortable,” says Duffy. “This design will help clients browse the product and then ask for help when they’re ready.”

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