Watches of Switzerland Acquires 4-Store Jewelry Chain in Texas

Deutsch & Deutsch shared this image to the Facebook page for its Laredo, Texas, store on Thursday afternoon, writing, “Big news! We at Deutsch & Deutsch are very excited to be partnering with Watches of Switzerland Group!” Watches of Switzerland Group announced Thursday morning that it was acquiring an 88 percent stake in the family-owned retailer. (Photo courtesy of Deutsch & Deutsch Laredo’s Facebook page)

Leicester, U.K.—The Watches of Switzerland Group has acquired another family-owned independent jeweler with multiple stores.

On Thursday, the company announced that it has purchased 88 percent of Deutsch & Deutsch, with the option to buy the remaining share capital.

Deutsch & Deutsch is a Texas-based, family-owned chain of four jewelry stores with roots dating back to the 1920s.

It is a Rolex-anchored retailer that also sells Tudor, Breitling, Omega, and TAG Heuer watches, among others.

Its jewelry brands include Tacori, John Hardy, and Roberto Coin. Watches of Switzerland Group owns the U.S. arm of Roberto Coin, which it acquired in 2024.

Deutsch & Deutsch’s stores are in El Paso, Laredo, McAllen, and Victoria, Texas and, according to Watches of Switzerland Group, generated combined revenue of $67 million in the fiscal year ended Dec. 31.

Watches of Switzerland Group said the stores will continue to operate under the Deutsch & Deutsch name reflecting “the local strength of the brand as it approaches its centenary.”

According to a history of the retailer shared on the “Life As We Know It” podcast, Aladar Deutsch, who immigrated to the United States from Hungary during World War I, opened the perfume shop that eventually became Deutsch & Deutsch in Nuevo Laredo, Mexico, in 1929.

Watches of Switzerland Group said the retailer’s current leaders, Tad and Aladar “Ito” Deutsch, two of Aladar’s grandsons, will remain with the business and “continue to play a key role.”

Messages left Thursday afternoon with Tad at the Laredo store and Aladar at the McAllen store went unreturned.

The jeweler announced the acquisition Thursday afternoon on Facebook and Instagram, writing, “This partnership marks an incredible new chapter in our 100 years of operation and reflects the continued growth and evolution of our company. 

“We are honored to align with a global leader in luxury retail and are looking forward to a successful and prosperous future with our new partners as we continue to serve our community with excellence.”

Watches of Switzerland Group also noted that two of the retailer’s stores recently underwent “significant” renovations and additions, and similar upgrades are planned for the other two stores.

Following the addition of the four Deutsch & Deutsch stores, Watches of Switzerland now has 25 Rolex-anchored showrooms in the United States.

The company operates Watches of Switzerland-branded stores, as well as Mayors and three Betteridge stores.

Watches of Switzerland Group also owns pre-owned watch retailer Analog Shift and watch news source Hodinkee, which it bought in 2024.

Watches of Switzerland Group CEO Brian Duffy said, “We have admired Deutsch & Deutsch for many years and see this value-accretive acquisition as an excellent complement to our existing U.S. showroom network, strengthening our leading position in the luxury watch and jewelry market in the U.S. 

“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.”