Atlanta’s luxury watch market is heating up this summer.
Audemars Piguet launched a 530-square-foot boutique in Lenox Square through its first-time U.S. management and operations partnership with the Watches of Switzerland Group, whose relocated, redesigned Mayors’ flagship houses a Rolex shop-in-shop. The adjacent stores share a prominent corner and back office, but Audemars Piguet can’t be accessed from Mayors’ sales floor and features exclusive decor with a custom chandelier and Vals stone imported from Switzerland. As Audemars Piguet shifts its business model from wholesale to retail, whether through company-owned doors or partnerships like its Hamptons’ location with Material Good, both watch entities realized they needed each other to enter the Southern city with panache.
“Mayors’ customers are getting introduced to Audemars Piguet, and we bring our expertise and knowledge of the Atlanta market since taking over Mayors in 2017,” said David Hurley, executive vice president of Watches of Switzerland Group, who oversees U.S. operations.
At the high end of Watches of Switzerland’s price point, Audemars Piguet appeals to an affluent client base beyond local Fortune 500 company founders and executives. Already known as a sports hub, where professional athletes own primary residences and vacation homes, as well as for its thriving music scene

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