Watches of Switzerland Expansion

Luxury Watch Giant Expands Texas Presence The landscape of luxury watch retail in the United States is undergoing a significant transformation with the recent acquisition of Deutsch & Deutsch in Texas by the Watches of Switzerland Group.

This strategic move, completed on January 22, 2026, marks a major expansion for the retail giant and promises to enhance the availability of highly sought-after Swiss timepieces across the American market.

Deutsch & Deutsch, a family-owned luxury watch and jewelry retailer, has operated in Texas since the 1920s, establishing a strong presence with four showrooms located in El Paso, Laredo, McAllen, and Victoria.

These locations are authorized distributors for prestigious brands such as Rolex, Cartier, OMEGA, TUDOR, TAG Heuer, Breitling, and IWC Schaffhausen. The acquisition sees the Watches of Switzerland Group take an 88 percent share of the business, with an option to purchase the remaining capital.

Notably, Deutsch & Deutsch will continue to operate under its well-known name, and current executives will remain in their leadership roles, ensuring continuity and leveraging local expertise.

The Texas retailer reported a combined annual revenue of $67 million for the year ending December 31, 2024. This expansion reinforces the Watches of Switzerland Group's leading position in the US luxury watch market, bringing their total of Rolex-anchored showrooms in the country to 25.

The timing of this acquisition is particularly interesting given recent trends in Swiss watch exports to the US. While overall Swiss watch exports experienced a slight decrease in value in 2025, shipments to the US saw a notable surge in December, increasing by almost 20 per cent, partly due to eased tariffs.

With the US remaining the largest market for the Swiss watch industry, such strategic acquisitions by major retailers are crucial for meeting consumer demand and further solidifying the presence of luxury timepieces across the nation.