Watches of Switzerland Opens First Multi-Brand Showroom in Georgia at Avalon

ALPHARETTA, Ga. — The Watches of Switzerland Group has announced the opening of a new multi-brand showroom at Avalon, marking the retailer’s first such location in Georgia and a significant expansion of its U.S. footprint.

The Watches of Switzerland Avalon showroom, located at 5120 Avalon Blvd., is anchored by a dedicated Rolex entrance and features an extensive selection of luxury timepieces from leading brands including Omega, Breitling, Tudor and TAG Heuer.

Watches of Switzerland Opens First Multi-Brand Showroom in Georgia

In addition to sales, the showroom provides watch servicing and repairs. Clients can also book private appointments in two VIP areas, one of which is a dedicated private salon.

Avalon already hosts Mayors, another retailer under The Watches of Switzerland Group. The Mayors Avalon location is currently closed for renovations and is scheduled to reopen in winter 2026 as a jewelry-only showroom.

The new Watches of Switzerland showroom will operate Monday through Saturday from 10 a.m. to 9 p.m. EST and Sunday from 12 p.m. to 6 p.m. EST, offering what the group describes as an unmatched level of service and hospitality.

Tee Johnson: Tee Johnson is the Founder and Editor-in-Chief of AtlantaFi.com, Atlanta’s independent hyper-local publication focused on news, restaurants, events, jobs, neighborhoods, and lifestyle. A 15+ year Atlanta resident and longtime journalist and content creator, she covers Travel News, Events, Business, Hair Care, and Money with a practical, Atlanta-first lens. Before launching the site, Johnson worked as a substitute teacher in Atlanta Public Schools and later in corporate roles at Home Depot’s Vinings offices. A marketer by training with a degree in business management, she grew frustrated with the fragmented, hard-to-find information about what was actually happening in the city. That gap led her to create AtlantaFi as a curated, one-stop resource for the pulse of Atlanta—#ATLHAPS—without the national noise. Editorial decisions remain independent; the publication does not accept products, meals, or services in exchange for coverage. As Editor-in-Chief, she oversees original local reporting and curated practical guides that help residents, visitors, and businesses discover and engage with the city. Readers turn to her work for timely event roundups, dining and neighborhood insights, business and travel updates, and straightforward money and lifestyle coverage grounded in firsthand observation of Atlanta. A devoted lover of all things Atlanta, Tee enjoys pickleball, a good margarita or bourbon, and walking the Atlanta Beltline. She can be reached for editorial inquiries at tjohnson@atlantafi.com (serious inquiries only).

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