Watches of Switzerland Group
Retailer / private label
UnclaimedWatches of Switzerland Group is a leading UK-based luxury watch and jewellery retailer, operating showrooms across the UK, US, and Europe.
Last updated October 14, 2026
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Overview
Watches of Switzerland Group PLC is a specialist luxury watch and jewellery retailer headquartered in Leicester, England. The company traces its origins to 1924, when it began as a family-run jewellery business in Leicester. Over the decades, it evolved into a multi-brand luxury watch retailer, becoming the UK's largest luxury watch retailer. The group operates under several retail brands, including Watches of Switzerland, Mappin & Webb, Goldsmiths, and Mayors in the United States. It is the exclusive UK retailer for several prestigious watch brands such as Rolex, Patek Philippe, and Audemars Piguet, and also operates mono-brand boutiques for these and other luxury watchmakers. The group has expanded internationally, particularly in the United States, where it operates under the Mayors brand and has opened flagship stores in key markets. In 2019, the company listed on the London Stock Exchange under the ticker WOSG. The group's business model focuses on high-end retail, offering a curated selection of luxury timepieces and jewellery, supported by strong relationships with watch manufacturers. It also operates an e-commerce platform and provides after-sales services. The company has demonstrated resilience in the luxury retail sector, navigating challenges such as the COVID-19 pandemic and supply constraints in the watch industry. Its strategic initiatives include expanding its US footprint, enhancing digital capabilities, and maintaining exclusive partnerships with luxury brands. As of recent years, Watches of Switzerland Group continues to be a prominent player in the global luxury watch retail market, with a growing presence in the United States and Europe.
History
Watches of Switzerland Group traces its roots to 1924, when it was founded as a family-run jewellery business in Leicester, England. The company initially operated as a jewellery retailer under the Goldsmiths brand, which it acquired in the early 20th century. Over the decades, it expanded its portfolio to include luxury watches, becoming an authorized dealer for prestigious Swiss watch brands. In 2000, the company was acquired by the Baugur Group, an Icelandic investment firm, and later went through various ownership changes. In 2014, it was acquired by Apollo Global Management, a private equity firm. Under Apollo's ownership, the company rebranded and restructured, focusing on luxury watch retail. In 2017, it acquired the US-based luxury watch retailer Mayors, marking its entry into the US market. In 2019, Watches of Switzerland Group PLC listed on the London Stock Exchange, raising funds to reduce debt and expand. The company has since grown its store network, opened flagship locations, and strengthened its e-commerce presence. It operates over 170 showrooms across the UK, US, and Europe, under brands such as Watches of Switzerland, Mappin & Webb, Goldsmiths, and Mayors. The group has exclusive partnerships with Rolex, Patek Philippe, and other luxury watchmakers, and it continues to invest in digital innovation and customer experience. Despite challenges such as the COVID-19 pandemic and supply chain issues, the company has demonstrated resilience and growth, particularly in the US market.
- 2019
Listed on the London Stock Exchange (LSE: WOSG).
- 2017
Acquired US retailer Mayors, entering the US market.
- 2014
Acquired by Apollo Global Management.
- 2000
Acquired by Baugur Group.
- 1924
Founded as a family-run jewellery business in Leicester, England.
Products and positioning
Leading luxury watch and jewellery retailer in the UK, with growing international presence.
Luxury watches
Authorized retailer for Rolex, Patek Philippe, Audemars Piguet, Omega, Cartier, and others.
Jewellery
Fine jewellery from brands like Mappin & Webb and Goldsmiths.
After-sales services
Watch servicing and repairs.
Recent events
Reported
Watches of Switzerland Group launches Brilliantly Given holiday campaign[2]
The Watches of Switzerland Group launched Brilliantly Given, a multi-brand holiday campaign featuring luxury timepieces and fine jewelry across its Watches of Switzerland, Mayors and Betteridge retailer network.
- Unconfirmed
Reported
Watches of Switzerland Group brings Mayors to New Jersey in dual-brand showroom[3]
Watches of Switzerland Group is bringing the Mayors brand to New Jersey through a dual-brand showroom.
Watches of Switzerland acquires five U.S. stores[4]
Watches of Switzerland acquired four jewelry stores and one watch store in the United States. The three Betteridge Jewelers stores were expected to complete the acquisition within the next few months; two other stores had already been rebranded as Watches of Switzerland stores.
Reported
Watches of Switzerland announces COO Tony Broderick will step down[5]
Watches of Switzerland reported that COO Tony Broderick would step down in April and leave at the end of that month.
Sources5 sources
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