Mayors Announces Major Brand Relaunch. The Iconic Brand Reinvigorates
to Become the Number One Destination for Jewelry and Luxury Timepieces


MAYORS, the leading retailer of fine jewelry and timepieces in the Southeastern United States, announces a 360-relaunch following the acquisition by The Watches of Switzerland Group (formerly Aurum Holdings) in 2017.

With 108 years of heritage in luxury jewelry and timepieces, MAYORS is now aiming to capture a broader audience by offering an integrated retail experience combined with a contemporary, fresh identity. Recognizing the importance of incorporating the younger generation in the relaunch, MAYORS intends to educate millennials on the heritage and expertise that embodies the DNA of the brand. The focus on refreshing the brand’s image would allow for an increase in relevancy amongst younger consumers as well as the growing number of self-sufficient female buyers. This reaffirms that MAYORS is aware of the shifting market and its course to become an integral part of the conversation amongst multi-brand retailers that successfully adapt to the laws of new luxury.

The relaunch will roll out officially over the course of eight months in two stages. The first takes place this Fall that will include the launch of the brand’s latest ad campaign, improved digital experience, an updated logo, website redesign, and new packaging. Additionally, this stage will involve the redesign of the facades in nine out of 16 stores.

MAYORS will also be introducing all new jewelry collections featuring bridal, diamonds, and high-end jewelry, as well as expanding the bespoke design service, enhancing in-store presentation, and launching a new leading edge website ( which will feature a full catalogue of jewelry and timepiece collections available in stores. Additionally, MAYORS will be bringing together all of their customer support experiences under one umbrella which includes the servicing and repairs of luxury watches and jewelry, and exchanging of pre-owned watches.

In Spring 2019, stage two will take place in which the remaining stores will undergo full renovations with the addition of two new flagship stores to the portfolio. The jewelry presentation displays will also experience significant upgrades to align with all the relaunch efforts. In the coming years, MAYORS sees itself as a multi-brand retailer that will offer its customers a full-service experience, both digitally and in the retail space. With today’s audience evolving so quickly in the digital atmosphere, MAYORS’ relaunch is an opportunity for advancement and aptness in order to compete with its competitors in the luxury market.

“MAYORS has a wonderful heritage story and reputation in the local community, and we are excited to evolve with a new visual identity, contemporary collections, and a strong digital presence, while staying true to who we are,” said Brian Duffy, CEO of Watches of Switzerland Group. “We are a brand that has offered an incomparable selection of jewelry and timepieces along with first-class service for over a century, and we look forward to welcoming a new generation of customers into the MAYORS world.