The wait is over for watch fans in the UK. Watches of Switzerland Group has opened a four-floor Rolex flagship on Old Bond Steet in London, the city’s most prestigious shopping thoroughfare.
Journalists were given a tour this morning and VIPs will arrive in the afternoon for their first experience of the showroom.
The public are welcome from tomorrow, March 14, from 10am. Both Rolex and Watches of Switzerland executives told WatchPro that they have a plan for crowd control.
That may be necessary, not only because so many watch lovers will want to immerse themselves in a showroom that has the same precise finishing as a Rolex watch, but also because the showroom will open with the largest collection of new and pre-owned watches in the UK.
News of the new flagship first broke in August of 2022 and WoSG took over the building from Gucci in 2023.
Once on site, the project took only 72 weeks from interior demolition within the historic listed building to the luxury Rolex flagship revealed this morning.
Watches of Switzerland CEO Brian Duffy says the store redefines the luxury experience for watch lovers.
The store’s team of around 40 full time staff come from a range of backgrounds including, significantly, managers with decades of experience in the five-star hotel industry.
All four floors provide different services, but each of them are designed as much for hospitality as retail. Even the main retail space on the ground floor has all of its counters positioned either centrally, or around the walls, which means there will never be a barrier between the store team and their clients.
The first floor is devoted to exceptional Rolex timepieces, including some ultra-rare gem-set Daytona chronographs that are not found in the core collection catalogue.
The remaining two floors house what is described as the biggest and best collection of certified pre-owned Rolex watches in the UK, an exhibition area charting key milestones for the brand and a 10-person service center with the highest level of accreditation from Rolex for any authorized dealer in this country.
All areas are open to clients for a 360-degree immersive experience.
Interior styling is instantly recognizable as a Rolex destination that mixes Italian marble, glass, leather and soft furnishings in shades of green with towering walls of pale stone, much of it with the same fluting as a Rolex Datejust’s bezel.
A basement to attic opening at the rear of the store connects all four floors and draws the eye with a dramatic green glass and gold art installation.
Bond Street is in a constant state of change as brands battle to deliver the biggest and most beautiful showrooms on what remains the UK’s premier luxury shopping destination.
“The opening of one of the largest Rolex boutiques in Europe marks a monumental milestone for both the Watches of Switzerland Group and our enduring partnership with Rolex, which has flourished for over a century,” Mr Duffy says.
Brands are currently obsessed with providing as much space and light as possible at their stores, and there is an active space race to be the biggest in any premium city location like London’s Mayfair.
However, at 7,200 feet, the Rolex showroom is comparatively modest, at least in comparison to some of the biggest jewelry and watch stores in the world.
Ahmed Seddiqi & Sons runs what remains the largest Rolex showroom in the world within Dubai Mall in 2018 at 9,150 square feet.
Here in America, the biggest market in the world for luxury watches, the new Rolex flagship would be dwarfed by some of the latest developments.
America’s biggest jewelry stores
- Tiffany & Co., New York City: 100,000 square feet
- Cartier, New York City: 44,000 square feet
- Chanel, Beverley Hills: 30,000 square feet
- Zadok Jewelers, Houston: 28,000 square feet
- London Jewelers, Manhasset, will be 27,000 total square feet after a current refurbishment is completed later this year
- Radcliffe Jewelers, Baltimore: 26,000 square feet
- Tiny Jewel Box, Washington D.C.: 26,000 square feet
- Hing Wa Lee, Walnut, Greater Los Angeles: 22,000 square feet
- CD Peacock Oak Brook, Illinois: 20,900 square feet
- Bucherer Time Machine, New York City: 19,000 square feet
- Bucherer Time Dome, Las Vegas: 18,848 square feet
- Gearys adjacent Rolex and Patek Philippe boutiques, Beverley Hills: 15,000 square feet
For Mr Duffy, the project is much more about the quality of the environment, the team and the selection of Rolex watches on offer.
“We have invested in this venture because we are committed to delivering a memorable brand experience with exceptional client experience,” he says. “This will be a true destination for Rolex enthusiasts, where they can immerse themselves in the heritage and craftsmanship of the brand while enjoying the very best in the product offerings from current ranges, Rolex Certified Pre-Owned and After-Sales services.”
Richard de Leyser, managing director Rolex UK, adds: “We are delighted to support our longest-standing partner in the UK, the Watches of Switzerland Group, with the opening of the new boutique in Bond Street. The new store represents the latest elevation in customer service standards and Rolex representation.
The boutique is not only a place to purchase a timepiece but also a celebration of the brand’s legacy, with The Rolex Watch Company having been founded in London in the early 1900s. It reflects innovation and a commitment to delivering an unparalleled experience for every client.”
