Mayors

What Mayors does

Mayors is a privately-held US luxury watch and jewelry retailer operating as a wholly-owned division of The Watches of Switzerland Group (LSE: WOSG), the world's largest distributor of major prestige watch brands. Founded in 1910 and headquartered in Fort Lauderdale, the company serves affluent US consumers across both in-person showrooms and a multi-brand e-commerce storefront at mayors.com, offering authorized new timepieces from Rolex, Cartier, BVLGARI, CHANEL, Omega, TAG Heuer, Breitling, Tudor, Hublot, IWC, Panerai and others, alongside certified pre-owned Rolex, pre-owned and vintage luxury watches, fine jewelry, engagement and wedding rings, and the proprietary Mayors Lab Grown Diamonds collection.

The business operates with no proprietary core technology platform; rather, Mayors functions as a multi-brand luxury retail intermediary, leveraging group-level supplier relationships, the Watches of Switzerland Group's brand-allocation leverage, and third-party partnerships to assemble its assortment. Supporting technology integrations are limited to financing partners (Affirm, Wells Fargo credit card), jewelry insurance (Zillion), and a Virtual Boutique that uses co-browsing to deliver remote human-expert consultations.

Mayors makes money through one-time retail sales of high-AOV timepieces (ranging from roughly $695 entry-level pieces to over $50,000 for high-end models) and fine jewelry (from hundreds to tens of thousands of dollars), supplemented by trade-in purchases of pre-owned luxury watches and transaction-fee revenue from customer financing arrangements. Customer segments are horizontal across use cases: luxury watch collectors, wedding and engagement buyers, fashion-conscious jewelry buyers, and gift purchasers, with go-to-market spanning owned e-commerce, multi-state physical showrooms, virtual boutique consultations, and phone sales support. There are no disclosed named enterprise customers, no public revenue figure, and no independent external funding — Mayors is sustained as a wholly-owned subsidiary within the publicly-traded WOSG platform.

Name

Mayors

Legal name

Mayors

Website

https://www.mayors.com/

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

101–250 employees

Short description

Mayors is a US luxury watch and jewelry retailer founded in 1910, operating as the American division of The Watches of Switzerland Group. It serves affluent US consumers through authorized multi-brand showrooms, e-commerce, and virtual boutique consultations across watch and fine jewelry categories.

Ownership category

akta.pro rank

Product category

Luxury Jewelry and Watch Retail

NAICS

Jewelry, Luggage, and Leather Goods Retailers (4583)

akta.pro primary industry

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

Keywords

• Luxury watch retail
• Fine jewelry sales
• Authorized luxury dealer
• Engagement and wedding rings
• Pre-owned timepieces

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Luxury Watch Sales: One-time retail sales of luxury timepieces including new watches, pre-owned watches, and certified pre-owned Rolex. Revenue generated through direct consumer purchases at retail prices ranging from approximately $500 to over $50,000 per timepiece.
2. Fine Jewelry Sales: One-time sales of fine jewelry including engagement rings, wedding bands, bracelets, earrings, and necklaces. Products include diamond jewelry, gemstone pieces, and precious metal items with prices ranging from hundreds to tens of thousands of dollars.
3. Watch Trade-In Services: Purchase of pre-owned luxury watches from customers, with Mayors offering competitive valuations for watches they wish to sell.
4. Financing Services: Partnered financing through Affirm for monthly payment options and Wells Fargo credit card program, generating revenue through customer financing arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mayors is an authorized luxury retailer that sells new and certified pre-owned luxury watches (Rolex, Cartier, Omega, TAG Heuer, Bvlgari, Breitling, Tudor, and others), fine jewelry, engagement and wedding rings, and its own Mayors Lab Grown Diamonds collection, both through US showrooms and its e-commerce site. It complements retail with watch trade-in (Sell Your Watch), bespoke jewelry design, authorized watch servicing, and financing via Affirm and Wells Fargo.

Product overview

Mayors is a luxury watch and jewelry retailer operating as part of The Watches of Switzerland Group, offering an extensive portfolio of luxury timepieces and fine jewelry. The core product lines include new and pre-owned watches from prestigious brands (Rolex, Cartier, TAG Heuer, Omega, Bvlgari, Breitling, Tudor), certified pre-owned Rolex watches, fine jewelry (rings, bracelets, earrings, necklaces), engagement rings with multiple cuts and metals, wedding jewelry, and Mayors-branded lab-grown diamond jewelry. Additional services include bespoke/custom jewelry design, watch trade-in (Sell Your Watch), and a Virtual Boutique for remote personalized shopping assistance.

Differentiator

Problem solved

Functional benefit

Brands

• Mayors Lab Grown Diamonds: Lab grown diamond jewelry collection featuring sustainable luxury diamonds.

Products and services

• Rolex Watches
• Rolex Certified Pre-Owned
• Pre-Owned and Vintage Watches
• Mayors Lab Grown Diamonds
• Engagement Rings
• Wedding Jewelry
• Bespoke Jewelry
• Cartier Watches
• Bvlgari Watches and Jewelry
• TAG Heuer Connected Smartwatches
• Citizen Watches
• Omega Speedmaster
• Sell Your Watch Service
• Virtual Boutique

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered core.

• The Watches of Switzerland GroupcoreStrategic or Co-development PartnerMayors is a division of The Watches of Switzerland Group, one of the largest prestige and luxury jewellers in the world. The group encompasses Goldsmiths, Mappin & Webb, Watches of Switzerland, and WatchShop in the UK, and Watches of Switzerland in the US. Mayors operates as the group's US jewelry and watch retail brand.
• RolexcoreChannel Partner/ Reseller/ DistributorAuthorized Rolex retailer offering new Rolex watches, Rolex Certified Pre-Owned program, and full Rolex servicing. Dedicated Rolex section on website with complete collection access including Air-King, Cosmograph Daytona, Datejust, Day-Date, Submariner, GMT-Master II, and other iconic models.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bob's Watches: US specialty retailer focused on buying, selling, and trading pre-owned luxury watches (Rolex, Patek Philippe, Audemars Piguet, Omega). Direct overlap with Mayors' Certified Pre-Owned Rolex and Sell Your Watch services in the secondary market.
• Jomashop: US online authorized and gray-market watch and jewelry retailer competing on price transparency, breadth, and convenience. Direct competitor to mayors.com for digital luxury watch shoppers.
• Ben Bridge Jeweler: US family-owned authorized retailer founded 1912 with multi-brand luxury watches and bridal jewelry. Closely comparable heritage profile, store footprint across multiple US cities, and authorized Rolex/Patek/Tudor dealer status.
• Blue Nile: Online diamond and fine jewelry retailer (Signet-owned) competing for engagement-ring and bridal wallet share. Direct overlap with Mayors' engagement-ring and online jewelry business, particularly on transparency and price.
• Manfredi Jewels: Authorized US retailer of luxury watches (Rolex, Patek Philippe, Audemars Piguet) and designer jewelry. Comparable high-service, appointment-led showroom model focused on the ultra-premium tier.
• Watches of Switzerland (US): Sister brand to Mayors under The Watches of Switzerland Group; authorized dealer for Rolex, Cartier, Omega, TAG Heuer, Breitling and other prestige brands via US showrooms and e-commerce. Closest comparable in assortment, authorized-dealer scope, and parent-group backing.
• Tourneau: Legacy US luxury watch retailer (acquired by Watches of Switzerland Group) carrying the same brands as Mayors (Rolex, Patek Philippe, Cartier, Omega, Breitling). Direct multi-channel competitor in the US authorized luxury watch segment.
• Cartier (Richemont direct retail): Brand-owned Cartier boutiques sell watches and jewelry through Richemont's direct retail channel. A key supplier to Mayors that also competes head-to-head at the high end of the brand boutiques Mayors operates in.

Emerging players

• Crown & Caliber: US pre-owned luxury watch specialist acquired by The Watches of Switzerland Group. Sibling/peer in the CPO and pre-owned channel that competes for the same trade-in and secondary supply as Mayors' pre-owned program.

Broad incumbents

• Helzberg Diamonds: Established US multi-store jewelry chain (now part of Signet) selling bridal and fashion jewelry with a smaller luxury watch offering. Overlaps Mayors on bridal and fashion jewelry but at lower average price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MayorsJewelers
• Instagraminstagram.com/mayorsjewelers
• Xx.com/MayorsJewelers

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mayors