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Watches of Switzerland Group 4 Minute Read
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Mayors Jewelers and Analog:Shift have announced a new e-commerce and retail partnership with goop, the leading lifestyle brand founded by Gwyneth Paltrow. goop will showcase an editorially curated collection of vintage timepieces and jewelry classics on its website and in store at its Sag Harbor location. The alignment marks the inaugural e-commerce partnership for Mayors and Analog:Shift; and the first time the two brands have united under the Watches of Switzerland digital umbrella.

Both Mayors and Analog:Shift are committed to investment level quality, two core tenants of the goop ethos. While Mayors is known for its trend-setting signature fine jewelry collection and a wide range of jewelry and watch offerings from premier brands, Analog:Shift is the coveted platform for shoppers who are seeking exceptional contemporary classics and vintage watches. The e-commerce partnership with goop will feature a selection of best-selling diamond silhouettes from Mayors, as well as rare, luxury timepieces from brands such as Rolex and Patek Philippe from Analog:Shift.

The commerce collaboration is an organic extension of Mayors’ and Analog:Shift’s parent company, Watches of Switzerland’s goal of bringing authentic timepieces and investment quality diamonds to a wider market. Expertly crafted and curated, the collection meets sustainability and responsibility standards and drives the company’s collective effort to encourage recycling/reuse and eliminate the long-term effects of fast fashion on the environment.

goop has allowed us to promote brands Analog:Shift and Mayors together under the same roof, for the first time ever, utilizing a expertly curated editorial platform and allowing our combined audiences access to the world’s largest curated collection of vintage timepieces, diamonds and fine jewelry Katie Reed, Vice President of Marketing for Watches of Switzerland.

About goop

Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter, goop is a lifestyle brand with its roots in content across six key pillars: wellness, travel, food, beauty, style, and work. Within those pillars, goop curates and sells a tightly edited array of products; we also make our own goods in beauty, fashion, and wellness. goop Beauty stands for high-performance, clean skin care; skin-boosting ingestibles; and artisanal fragrance, bath, and body essentials that harness the pure luxury of nature, reflecting our holistic ethos in beauty and wellness. goop Fashion includes a limited-edition range of fashion essentials made in the finest mills and factories in Italy and the USA, and a line of cross-functional, highly adaptable, fashion-forward sportswear. goop Wellness includes a regimen-based vitamin program to address the needs of modern women and a collection of bite-size chews specifically formulated to help with restful sleep, more focus, and immune support.

About Mayors Jewelers

For over a century, Mayors Jewelers has served as one of the most recognized retailers in the United States. With 22 boutique locations throughout Florida and Georgia, Mayors is the premier retailer of luxury fine jewelry and timepieces with brands such as Rolex, Cartier, IWC, Omega, Tudor, TAG Heuer, Breitling, Gucci, Bulgari, Mikimoto, Messika and Roberto Coin, as well as its own collections of bridal, diamond and high jewelry.

About Analog:Shift

Acquired by Watches of Switzerland in 2020, Analog:Shift is the largest curated vintage and pre-owned online watch shop on the internet. Born from a passion for watchmaking history and a love for great design, Analog:Shift began with one watch collector who looked to create an authentic and trustworthy buying experience for today's enthusiasts. Every Analog:Shift timepiece has a story to tell, each illustrating the rich history of watchmaking with an exceedingly well-curated and ever-changing reserve.

Analog:Shift is now a multi continent timepiece and accessories brand focused on delivering modern, versatile classics designed for a life with no boundaries.

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