====== Aurum Group ======
**Aurum Group** is the largest watch [[retailer]] in the UK, has the second-most stores in the US, and is a UK company owned by a US private equity firm.

===== Overview =====
Aurum Holdings operates a group of watch retailers in the UK under the brands, [[Watches of Switzerland]], Goldsmiths, Mappin & Webb, Watchshop, The Watch Hut and The Watch Lab. The group claims to be the world's largest retailer for [[Omega]], [[TAG Heuer]], and [[Gucci]] and the UK's largest distributor for [[Rolex]], [[Cartier]], and [[Breitling]]. Aurum group also operates dedicated [[boutique]]s for [[TAG Heuer]], [[Omega]], and [[Breitling]]. As of 2017 it is the largest jewelry and watch retailer in the UK.

The group traces their history to [[1775]] when Jonathan Mappin established a silver workshop. In [[1778]], a [[Goldsmiths]] showroom opened in Newcastly, a site still operated by the company today. Mappin & Webb was granted a Royal Warrant in [[1897]].

In [[1924]], G&M Lane was established as a mail order operation. It would grow to become the [[Watches of Switzerland]] retail chain in the UK. The Watchshop brand was established in [[1991]] and The Watch Lab repair business opened in Liverpool in [[2000]].

Aurum Holdings was established in [[2007]] to operate these businesses. It is now owned by Apollo Global Management, a US-based private equity firm. The company opened "Europe's largest luxury watch showroom" at 155 Regent Street in [[2014]] under the Watches of Switzerland brand.

===== US Expansion =====
Aurum Holdings is expanding rapidly in the United States in recent years. The company purchased 17 Mayors jewelry and watch stores across Florida and Georgia in [[2017]] and took over the large Wynn & Company store (now branded Watches of Switzerland) and [[Rolex]] [[boutique]] at the Palazzo hotel and casino in Las Vegas later that year. The company plans to open two more Watches of Switzerland stores in New York in [[2018]] including a large flagship location. This will make Aurum the second-largest watch retailer (in terms of locations) in the United States after [[Tourneau]], which was itself acquired by [[Bucherer Montres]] in [[2018]].


{{tag>Watch_retailers}}