Editor’s Note
This article details the Watches of Switzerland Group’s strategic acquisition of the U.S. retailer Deutsch & Deutsch, marking a significant expansion into the Texas luxury market.
The British luxury watch specialist Watches of Switzerland Group (WOSG) has announced the completion of the acquisition of Deutsch & Deutsch, a family-owned jewelry and watch retailer based in Texas, USA.
In business since the 1920s, Deutsch & Deutsch is an authorized dealer for several high-end brands, including Rolex, Cartier, Omega, Tudor, Tag Heuer, Breitling, IWC Schaffhausen, and Roberto Coin. The acquisition includes four stores located in the Texas cities of El Paso, Laredo, McAllen, and Victoria.
The transaction involved the purchase of 88% of Deutsch & Deutsch’s capital, with Watches of Switzerland holding an option to acquire the remaining shares in the future. The four stores will continue to operate under their original name, a decision aimed at capitalizing on the brand’s local heritage as it prepares to celebrate its centenary.
Currently, two of the stores have recently undergone expansion and renovation. The group confirmed that projects are underway to upgrade the other two stores to the same modern luxury standards. Following this operation, Watches of Switzerland now operates 25 Rolex-branded stores in the United States.
For the fiscal year ended December 31, 2024, the acquired stores generated a combined annual revenue of $67 million. WOSG stated that the profitability of these stores is in line with that of its existing US retail operations.
Tad Deutsch and Aladar Deutsch, the company’s current leaders, will remain with the company and continue to manage the stores after the acquisition. WOSG’s CEO, Brian Duffy, described the operation as “value-creating” and complementary to the group’s existing network.
This acquisition follows strong performance in the region; for the first half of fiscal year 2026, the group’s revenue in the United States increased by 20% to £409 million ($553 million).
WOSG will publish its third business update on February 4, 2026.