Watches of Switzerland opens on Oxford Street


Watches of Switzerland opened its new luxury watch boutique on Oxford Street last week.

The new 7,000 sq ft store spans three floors at 439-441 Oxford Street and includes a VIP lounge and a state-of-the-art interactive digital experience, following the flagship design implemented when its 155 Regent Street store opened last year.

Gillian Moore, general manager of Watches of Switzerland, Oxford Street said: “Oxford Street will deliver the ultimate luxury retail shopping experience at all levels. Our state of the art interactive shopping experience is the perfect showcase for the world’s most sought after luxury watch brands. Information, environment, service, execution and delivery – our goal is to exceed expectations at every level and to make all our customers feel very special and completely satisfied.”


Luxury watch brands stocked include Patek Philippe, Rolex, Cartier, IWC, Hublot, Zenith, Longines, Blancpain, Jaeger-LeCoultre, Bell & Ross, Chanel and Nomos Glashütte as well as vintage and pre-owned luxury watches. The store also boasts Rolex and Patek Philippe boutiques on the first floor.

The lower ground floor will serve as a customer service lounge with a viewing window into the watchmaker’s room, offering clients to see a watchmaker at work.

Aurum, which recently announced it has 31% market share of UK watch sales, is investing huge sums into retail. The luxury retail giant has opened Watches of Switzerland boutiques at Canary Wharf and Heathrow Terminal 5 already this year and it revealed its £1m refurbishment of its Goldsmiths store in Victoria on the same evening. Next month it will open a new store in Birmingham before opening another in Knightsbridge next year.

Brian Duffy, chief executive of Aurum Holdings, owners of Watches of Switzerland, said: “Watches of Switzerland continues to blaze a trail, setting new standards in the retail of luxury watches. Our ambition is to exceed customer expectations at every level and to combine the very best of interactive retail experience with service levels that can only be delivered face to face by the best retail teams in the business.”

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