The Avenue at American Dream Meadowlands — home to luxury brands like Hermès, Saint Laurent, Gucci, and more — now has a multi-brand Swiss watch store with separate dedicated boutiques for Rolex and Cartier.
London-headquartered Watches of Switzerland opened its largest showroom at the 3-million sq ft entertainment and shopping destination in East Rutherford, New Jersey. The 5,500-square-foot retail store offers luxury timepieces from major, emerging, and independent brands. Aside from Rolex and Cartier, shoppers will also find other impressive high-end brands like Tudor, Omega, Patek Philippe, Breitling, and others.
The Meadowlands location is one of eight multi-brand locations operated by the company in the U.S. All told, there are 223 showrooms in the United Kingdom, U.S. and Europe across the Watches of Switzerland, Mappin & Webb, Goldsmiths, Mayors and Betteridge brands.
Group Deputy CEO David Hurley said the company is excited to be at American Dream, a natural choice since both have a “shared dedication to unmatched experiences” and a customer-first attitude.
“Their best-in-class approach to retail echoes our own commitment to putting the customer experience first and we look forward to sharing our unparalleled expertise, product offering and approach with the guests of American Dream,”
The British company is a leading retailer of the most prestigious luxury watch brands in the world, and is known for carrying modern styles and having impeccable repair service.
Fiscal year 2024 revenue show retail sales in the U.S. now comprise 45% of the company’s overall revenue. It opened 10 showrooms in the U.S., including eight mono-brand boutiques in Topanga, California; New Orleans, Louisiana; and Murray, Utah.
In addition to established brands, the showroom features newer offerings, such as Girard-Perregaux and Grand Seiko, and includes Analog Shift, the retailer’s vintage timepiece business, per a company statement. Hurley said it was critical to rotate brands and give customers new in-store experiences.
About Watches of Switzerland
Founded in 1924, Watches of Switzerland has been retailing the world’s finest watches for over 90 years. Watches of Switzerland Group was briefly known as Aurum Holdings before re-branding itself in advance of an initial public offering on the London Stock Exchange in May 2019.
In 2018 Watches of Switzerland went international and now has U.S. showrooms spanning seven states including New York, New Jersey, Nevada, Massachusetts, Texas, Minnesota and Ohio.
Watches of Switzerland has an online presence in both the UK (watches-of-switzerland.co.uk) and the US (watchesofswitzerland.com). In addition, there is also an online presence with Analog:Shift for vintage and pre-owned specialist (analogshift.com), according to the company website.
About American Dream
New Jersey entertainment and retail center American Dream is home to the largest indoor water park in North America — DreamWorks — and the biggest indoor theme park in the Western Hemisphere — Nickelodeon Universe — and over 400 stores and attractions.
There is a wing devoted to the most luxurious brands around the globe, an NHL-size ice rink, North America’s first and only indoor, real-snow, year-round ski and snow resort, and so much more.
Food is abundant at the East Rutherford, New Jersey destination situated on Route 3 West, less than 10 miles from the entrance to the Lincoln Tunnel into Manhattan. There over 100 places to get something to eat at American Dream, including H Mart’s 16,680-square-foot food hall serving up a wide range of selections including Dim Sum, Korean barbeque, Japanese curry, a DIY wok bar, and more.
Celebrity restaurants like MrBeast Burger and Marcus Live! Bar & Grill flank Carpaccio, offering fine Italian cuisine featuring fresh, locally sourced ingredients, and Jarana, spotlighting Peruvian cuisine and a pisco bar. Szechuan Opera serves up Chinese Szechuan cuisine and Hong Kong-style dim sum with high-quality ingredients. With 88 locations across the U.S., Yard House has over 100 beers on tap and curates its menu with creative fusions based on its California roots. At the Yard House American Dream location, patrons have a view of Big Snow and can watch people ski.
