Wolf Expands in the Americas with El Segundo Headquarters

By Karen Dybis | March 25, 2025

Wolf has expanded its footprint, opening a new El Segundo, Calif., headquarters that will serve as the home base for the brand as it seeks to boost its presence in the U.S. and broader Americas luxury market.

The El Segundo office held a grand-opening ceremony March 10 with local officials and top watch experts. Wolf’s U.S. retailers also joined in for a tour, getting an early peek at Wolf’s 2025 collections. The day ended with a Leaders in Conversation panel on anticipated watch trends.

Wolf CEO Simon Wolf says El Segundo is geographically ideal as the brand’s U.S. headquarters. It is a small coastal city, has a great downtown, and is close to Los Angeles International Airport, making it easy for its 15 North and South American representatives to travel to visit clients and retailers.

The El Segundo office also includes a team of employees who focus on design, finance, customer service, and operations.

Wolf office expansion — *One of the meeting rooms in the new El Segundo office includes product examples, displaying the latest in winders and jewelry boxes.*

“The U.S. office plays a crucial role in working with retail partners across the Americas,” Simon Wolf says. “These include the watch and jewelry retailers that have been so much a part of Wolf’s growth from the very beginning of Wolf’s expansion decades ago into America to department stores, specialty stores, and collaborations with luxury brands.”

The U.S. market is showing keen interest in heirloom-quality storage solutions, Simon Wolf explains, and clients want storage that complements their fine jewelry and watches.

“With more consumers investing in jewelry and watches for both personal enjoyment and as an asset, there is a greater need for expertly designed cases, safes, and winders to store and protect those investments,” Simon Wolf says.

“As Wolf expands into the U.S., there is a drive to deepen partnership with retailers and designers who share Wolf’s commitment to quality and heritage,” he adds. “Jewelers and watch retailers want to offer a luxury product that perfectly pairs with the luxury nature of their products.”

Simon Wolf says the brand has noticed consumers also want luxury storage because it is beautiful, strong, and secure. Luxury home accessories like jewelry boxes and watch winders are functional as well as design statements, he adds.

Wolf LA Office — *The open ceiling in the 1952 building in which Wolf now houses its Americas team makes the open-concept floor plan feel even larger, officials say.*

“Consumers are looking for high-quality, long-lasting products made of sustainable materials rather than disposable or mass-market options,” Simon Wolf says. “Gen Z are increasingly demanding transparency from brands they buy from, and Wolf is on track to satisfy that demand.”

The building at 1222 East Grand Avenue was constructed in 1952, giving it a midcentury feel. One highlight is its bow-truss exposed ceiling, which makes the open floor plan feel even more spacious, Simon Wolf notes. While it is not a retail store, it includes a showroom for hosting partners, retailers, and designers to present Wolf’s latest collections and also features a great event space, he adds.

Founded in 1834, Wolf is headquartered in the United Kingdom with additional offices in Hong Kong to support its global operations.

“As a fifth-generation family business, WOLF continues to innovate in jewelry and watch storage while preserving the design excellence that has defined us for nearly 200 years,” Simon Wolf says.

Top: Wolf recently opened its El Segundo, Calif., office to expand its U.S. presence (photos courtesy of Wolf).