After much anticipation, Watches of Switzerland opened its Regent Street store – Europe’s largest showroom devoted to luxury watches.
Following an eight-month build, the incredible three-storey, 17,000ft² site welcomed its first customers on Saturday 12th July, 2014 to fantastic feedback.
Watches of Switzerland, Retail Director, Damian Otwinowski, said:
“Since it first opened for business 90 years ago, this is the most important day in the history of Watches of Switzerland. The new concept revolutionises luxury watch retail not just in London, but also around the world. Our vision is to inspire, educate and entertain our customers and to give them an unforgettable watch-buying experience. No stone has been left unturned in ensuring we deliver on that promise.”
Inside the showroom there are 12 beautifully appointed brand boutiques, from long-standing Watches of Switzerland brand partners such as Rolex, Patek Philippe, Jaeger-LeCoultre, Cartier, Chopard and TAG Heuer. The Patek Philippe boutique is the brand’s first shop-in-shop boutique anywhere in the world, and also the only boutique in 155 Regent Street with its own VIP area.
One of the highlights of 155 Regent Street is the Calibre Room on the lower ground floor. Here, customers are able to browse an exclusive selection of watches from more than 20 brands, and to discover Watches of Switzerland’s Vintage collection, curated by in-house expert Owen Sheridan, who has over 30 years’ experience in the industry.
The Calibre Room is also where customers can find 155 Regent Street’s Service Lounge, a dedicated area for restoring and servicing watches. This ground-breaking concept brings customers face-to-face with Watches of Switzerland’s in-house watchmakers, who discuss each customer’s needs, advising them on the best course of action for their watch.
Watches of Switzerland, Regent Street offer customers a unique digital experience. Interactive digital screens, including a breath-taking 12-foot screen in the Calibre Room, are positioned around the showroom and take customers deeper into the fascinating world of luxury watches.
The 155 Regent Street showroom offers the most exceptional collection of luxury timepieces in the UK. Among those rare pieces appearing in the showroom this summer are IWC’s Portuguese Sidérale Scaffusia, Roger Dubuis’s Quatuor, Baume et Mercier’s Clifton Flying Tourbillon, and the UK’s largest selection of TAG Heuer’s avant-garde Haute Horlogerie collection.
Watches of Switzerland, Regent Street is the first outlet in the UK to offer Rolex’s new Cosmograph Daytona.
Watches of Switzerland, Regent Street’s Programme Director, Richard Garrard, said:
“This incredible showroom at 155 Regent Street is the most evolved luxury watch retail concept anywhere in the world. We’ve designed it so that it offers the most luxurious experience imaginable, sourcing the finest materials from all over the world and working with brands to bring their latest boutique concepts to the showroom.
“We’re extremely proud of how we’ve configured the showroom, taking into account Watches of Switzerland’s diverse customer base, offering tailored experiences for our collector, aspirational and tourist clients. The opening is the culmination of years of planning, development and hard work by an extremely talented group of people and the beginning of a journey that will revolutionise the luxury watch retail landscape.”
Watches of Switzerland
Founded in 1924, Watches of Switzerland has been retailing the world’s finest watches for 90 years. The company began trading as a mail-order business under the name G & M Lane on Ludgate Hill, and now has 15 showrooms in leading retail destinations across the UK, including London, Manchester, Glasgow and Cardiff.
Watches of Switzerland has managed the Rolex boutique on Bond Street since 1978, and in 1999 opened the UK’s first Jaeger-LeCoultre boutique, also on Bond Street. Watches of Switzerland launched its renowned Pre-Owned service in 2003 and operates Pre-Owned boutiques in Reading and Glasgow.
Watches of Switzerland offers customers a full suite of watch repairs and services. Watches of Switzerland is part of the Aurum Group, which includes Goldsmiths and Mappin & Webb, and is owned by Apollo Global Management.