Watches of Switzerland and Rolex are the newest stores at The Avenue, a luxury shopping center located at New Jersey entertainment complex American Dream. Operated by Watches of Switzerland, a Cartier boutique is also forthcoming.
East Rutherford, N.J.—Watches of Switzerland is realizing its American Dream.
New Jersey retail and entertainment complex American Dream is home to the largest indoor water park in North America—DreamWorks Water Park—and the biggest indoor theme park in the Western Hemisphere—Nickelodeon Universe—among myriad other attractions.
The Avenue at American Dream is the center’s luxury shopping strip, filled with retailers like Tiffany & Co., Hermès, and Saks Fifth Avenue.
Now, Watches of Switzerland is among the shopping attractions.
One of eight multi-brand stores the company has in the United States, the new space is its largest in New Jersey.
Pictured is the new Rolex boutique operated by Watches of Switzerland next to the Watches of Switzerland store at American Dream.
The location includes a dedicated Rolex boutique and a soon-to-open Cartier boutique.
The main Watches of Switzerland space features a mix of luxury timepieces from major brands, plus emerging companies and independent watchmakers.
Group Deputy CEO David Hurley said, “With a shared dedication to unmatched experiences, Watches of Switzerland is thrilled to be opening our eighth multi-brand showroom in the United States at American Dream.
“[Its] best-in-class approach to retail echoes our own commitment to putting the customer experience first and we look forward to sharing our unparalleled expertise, product offering and approach with the guests of American Dream.”
The Watches of Switzerland interior
The British company sells brands like Rolex, Cartier, Omega, and Patek Philippe. It also operates designated Rolex, Breitling, and Omega boutiques around the world.
