Watches of Switzerland flagship opens on Regent St


Watches of Switzerland’s £15million landmark store on Regent Street opened at the weekend with sales exceeding expectations.

Showroom director Damian Otwinowski told WatchPro.com that sales had ‘exceeded all expectations across all floors’.
The store opened at 155 Regent Street on Saturday and Sunday, coinciding with Regent Street’s second Summer Streets traffic-free event.

The 17,000sq ft store is spread over three floors making it the largest retailer dedicated to luxury watches in Europe.


Opening this year to celebrate Watches of Switzerland’s 90th Anniversary, the 155 Regent Street store features 12 shop-in-shop brand boutiques alongside the 20 brands on sale in the lower ground floor Calibre Room. The store has also curated and restored a retail collection of watches.

An in-house Service Lounge gives customers direct access to the store’s watchmakers, who can carry out servicing and repairs on all but the most complicated watches.

During the eight month build required to create the store staff discovered that the building was once used as a watchmaking centre.

Richard Garrard, Watches of Switzerland Regent Street’s programme director, 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.”

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Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.


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