The Watches of Switzerland Group,a leading international retailer of the world’s most prestigious timepiece brands, announces the opening of a new location at Avalon, Georgia’s first Watches of Switzerland multi-brand showroom.

Anchored by Rolex, the Watches of Switzerland Avalon showroom showcases an unparalleled offfering of luxury timepieces from major brands including Omega, Breitling, Tudor and Tag Heuer.

Clients can expectan unmatched level of service, hospitality and product expertise within abeautifully designed 3,000 square foot space. The showroom oDers watch servicing and repairs,and hosts private appointments in two VIP areas, including a private salon. A rotating pop-up area will highlight a range of brands, with Tudor as the inaugural partner to take over the space.

Avalon is already home to Mayors, the luxury retailer known for its expertise in fine jewelry and watches since 1910, and part of The Watches of Switzerland Group portfolio. Mayors Avalon, currently closed for renovations, will evolve into a dedicated jewelry only showroom opening in winter 2026 featuring an exceptional offering of brands including Roberto Coin and Messika.

“Opening our first Watches of Switzerland-branded showroom in Georgia marks an important milestone in our U.S. growth, bringing Watches of Switzerland to 13 showrooms nationwide andexpanding The Group’s U.S. footprint to 60 locations across multi-brand and mono-brand showrooms,” said Jack GaDaney, newly appointed President, North America of The Watches of Switzerland Group. “Since joining the company in January 2026, I have worked closely with executive leadership to shape our brick-and-mortar vision forthe United States. We continue to focus on partnering with best-in-class retail centers that cater to the needs and preferences of our clients, making Avalon a natural choice for our continued expansion.

”The Watches of Switzerland Avalon showroom is located at 5120 Avalon Blvd, Alpharetta, GA. Clients are invited to experience complimentary valet parking and Watches of Switzerland signature hospitality during store hours Monday–Saturday, 10am-9pm EST; Sunday, 12pm-6pm EST, or visit any time at watchesofswitzerland.com.