MIAMI — Having serviced multigenerational Southern families for fine jewelry and luxury watches since 1910, Mayors is now paying particularly close attention to Millennials.
The Fort Lauderdale, Fla.-based specialty chain with 16 stores in Florida and Georgia is in the midst of a two-phase reinvention that will affect every facet of its image, assortment and retail experience, including store redesign and sometimes relocation. The overhaul comes a year after its acquisition by the Watches of Switzerland Group. Parent company Aurum Holdings successfully completed a similar project for its Mappin & Webb stores in London, according to Watches of Switzerland chief executive officer Brian Duffy. He compares Mayors to Mappin & Webb five years ago and said both luxury markets share similar robustness, challenges and consumer demand.