Watches of Switzerland Launches Rolex Store in the U.S. Midwest
Watches of Switzerland opened a new 5,400‑square‑foot multibrand showroom in the Southdale Center mall in Edina, Minnesota, marking the brand’s first dedicated presence in America’s Midwest. The store features a Rolex corner, a Cartier shop‑in‑shop, and displays for a range of luxury brands including Tudor, Zenith, IWC, and Grand Seiko, expanding the group’s U.S. footprint alongside recent openings in Pittsburgh and the acquisition of Deutsch & Deutsch’s four Texas locations. The expansion reflects rapid growth in the U.S. market, with American sales climbing from 24 % of global turnover in 2019 to 48 % in 2025 and surpassing $1 billion in FY25. Leadership changes, such as the appointment of Jack Gaffaney as U.S. president, and strategic acquisitions have driven this surge, positioning Watches of Switzerland for continued revenue growth and a forecasted full‑year sales increase of up to 11 % in 2026.
Buying Time Analysis: This story highlights Watches of Switzerland’s strategic expansion into the American Midwest, securing a flagship Rolex‑anchored showroom that underscores the brand’s rapid growth in the U.S. market and its increasing contribution to global revenue.
