Watches of Switzerland Buys 88% Stake in Deutsch & Deutsch, Preserves Brand

Watches of Switzerland Group completed the purchase of an 88% stake in Deutsch & Deutsch, bringing four long-standing Texas showrooms into its US portfolio and preserving the Deutsch & Deutsch trading name as the family business approaches its 100th year. The acquisition adds showrooms in El Paso, Laredo, McAllen and Victoria and contributes the four stores' combined $67 million of revenue in 2024 to the group’s U.S. footprint.

The deal leaves Deutsch & Deutsch’s local leadership in place, with Tad and Aladar Deutsch set to remain and continue leading the showrooms. Two of the four locations have already been expanded and refurbished, and planning is underway to upgrade the remaining two to modern luxury standards. The company has not disclosed which specific locations were refurbished, nor has it released a purchase price or detailed financing terms.

Operationally, each acquired showroom is Rolex authorised, taking Watches of Switzerland’s tally to 25 Rolex‑anchored showrooms in the United States. Deutsch & Deutsch’s assortments also include Cartier, Omega, Tudor, TAG Heuer, Breitling, IWC Schaffhausen and Roberto Coin, along with jewellery designers Tacori and John Hardy. Watches of Switzerland extended its Roberto Coin position last year by acquiring the brand’s U.S. arm, and the group holds exclusive distribution rights for Roberto Coin across the U.S., Canada, Central America and the Caribbean.

Financially, the four Deutsch & Deutsch locations reported combined revenue of $67 million for the fiscal year ended December 31, 2024, and delivered profitability that is in line with Watches of Switzerland’s existing U.S. retail operations. Watches of Switzerland Group operates roughly 200 showrooms across the U.K. and U.S., including 83 mono‑brand boutiques, and reported U.S. revenue growth of 20 percent for the half year of the 2026 financial year, to £409 million, or about $553 million.

Brian Duffy, chief executive of the Watches of Switzerland Group, framed the acquisition as both strategic and accretive: "We have admired Deutsch & Deutsch for many years and see this value-accretive acquisition as an excellent complement to our existing US showroom network, strengthening our leading position in the luxury watch and jewellery market in the US. We look forward to combining Deutsch & Deutsch's local expertise with the strengths of the Watches of Switzerland Group as we continue to grow our presence in this key market."

The transaction advances Watches of Switzerland’s growth‑through‑acquisition strategy in Texas, adding a near‑century‑old family retailer with deep local ties and established brand authorisations. With the Deutsch family remaining at the helm of the showrooms and refurbishment plans already underway, the acquisition ties community heritage to a national retail network while the group balances expansion with scrutiny over valuation and leverage.