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In the watch world, the start of December means one thing: It’s time to pack your bags for . And while there’s nothing strictly new about that—luxury brands have long congregated in Magic City this time of year to capitalize on the art world’s frenzy of events, from Art Basel to Design Miami—this year the number of watchmakers that are welcoming visitors to brand-new or revamped boutiques suggests that for the Swiss, Miami is an increasingly important destination.

On Wednesday, Rolex together with its retail partner, Luxury Swiss—whose owner, Steven Holtzman, also owns —opened a new 4,900-square-foot Rolex boutique in the Miami Design District. Located steps from

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