The rebranding effort, which began this fall, is set to target millenials over the course of two stages over the next eight months, unveiling an ad campaign, updated digital experience, updated logo, website redesign, and new packaging, as well as redesigned storefronts for nine of its 16 locations.
Still at the brand's core is its 108 years of history and dedication to luxury jewelry and timepieces, an important selling point the company hopes to leverage as it educates an audience of young buyers moving forward.
"Mayors has a wonderful heritage story and reputation in the local community, and we are excited to evolve with a new visual identity, contemporary collections, and a strong digital presence, while staying true to who we are," said Brian Duffy, CEO of Watches of Switzerland Group. “We are a brand that has offered an incomparable selection of jewelry and timepieces along with first-class service for over a century, and we look forward to welcoming a new generation of customers into the Mayors world.
In spring of 2019, stage two will take place in which the remaining stores will undergo full renovations with the addition of two new flagship stores to the portfolio. The jewelry presentation displays will also experience significant upgrades, including the creation of a bridal, diamond, and high-end jewelry collections, to align with all the relaunch efforts. With today’s audience evolving so quickly in the digital atmosphere, Mayors’ relaunch is an opportunity for advancement and aptness in order to compete with its competitors in the luxury market.
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