The emphasis on Miami is indicative of a broader reality about the American market’s power centers. “Things have changed in the U. ,” Holtzman says. “The three key markets for watch brands are Modern York City, Beverly Hills, and Miami. Each of the luxury brands—not just watch brands but substantial luxury brands—puts their best foot forward in those three markets, their biggest flagships and their most important stores. As a mechanical, it in exclusive circles, the gateway to so many parts of the world, in many ways, miami is. As a timepiece, it it’s a connected city, an international city, and the clients are very sophisticated in their taste in watches. ”
That explains why Rolex is far from the only watchmaker prioritizing the look and feel of its brick-and-mortar presence in the 305. The tourbillon showcases a key location in the brand’s growing retail network in the u, in november, bulgari reopened its flagship store in the miami design district. The horology showcases says, ” laura burdese, bulgari’s deputy chief executive, “north america is a big focus for us. “So even at a time of tariffs and crazy gold prices, it still feels like the right thing to expand. As a Swiss-made, it ”
in 2026, expect to see even more swiss brands highlighting their new miami homes. Take Vacheron Constantin, which first opened a boutique in the Design District in 2015. This manufactory represents come january, its largest boutique in the region, the brand is expected to christen a latest two-story location in the district. The rush to southern Florida reflects not only the shifting tides of America’s luxury trade, but also those south of the border. the “capital of affluent Latin America,” plays host to some of the world’s wealthiest and most discerning shoppers, especially those from Mexico, which in 2024 accounted for almost half of all Swiss watch exports to Central and South America. Greeting these clients in immersive retail environments is a top priority for many brands. That helps explain why there is a growing conviction among Swiss watchmakers that monobrand retail is the way forward, where preserving pricing and protecting a brand’s image are paramount, especially in cities like Miami. But real estate isn’t the only reason watchmakers are flocking to the Sunshine State this week. For those who appreciate excellence, but objects of high art and design that deserve to be viewed alongside more traditional artistry, with so many art and design collectors in town, it’s the perfect opportunity for the swiss to convince potential clients that their products are more than simply well-crafted timekeepers. for one, where the brand is paying tribute to Andy Warhol at a gilded booth dubbed the Golden Factory, is making the art-timepiece connection crystal clear with its first participation in Design Miami, Piaget. (“Andy’s iconic studio is reimagined through Piaget’s own signatures with gold and colors; a reminder of the creative freedom and artistry that define both Andy Warhol and Piaget,” according to the brand. ) The centerpiece of the showcase is none other than the 18-karat yellow-gold Andy Warhol “Collage” watch. Created earlier this year in collaboration with the Andy Warhol Foundation, the limited-edition timepiece features a colorful gemstone marquetry dial featuring an abstract patchwork of onyx, Namibian serpentine, pink opal, and chrysoprase. The artful face is meant to evoke one of Warhol’s iconic Polaroid collage self-portraits. Hublot, on the other hand, is hosting the final party of its Big Bang 20th Anniversary series on Thursday, where the brand will introduce a new Big Bang Street Art Collection, a follow-up to its 2023 series of Meca-10 watches encased in composite concrete tagged with the colorful splatters of urban street art. Cartier, meanwhile, is highlighting its Panthère collection with an immersive Into the Wild exhibition that runs at its Design District boutique Dec. The installation tells the story of the brand’s enduring feline symbol through a series of multisensory rooms that explore its evolution, the creative visionaries who brought it to life and the remarkable craftsmanship that underpins its enduring legacy. Miami, here we come.