Watches of Switzerland opens third London boutique


Watches of Switzerland has opened its second boutique inside the M25 within a fortnight after cutting the ribbon on its boutique at Heathrow Airport Terminal 5.

The luxury watch retailer, owned by Aurum Group, opened in London’s Canary Wharf shopping mall last week, joining its flagship at 155 Regent Street.

A fourth London store will open on Oxford Street in October and its Birmingham store will reopen the same month after expanding into its neighbouring retail unit in New Street. The boutique will be over 4000 square feet when it reopens.

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WoS has used Callison, the same design firm it employed at 155 Regent Street, at its Heathrow store, and has replicated most of the flagship’s look and feel in the 1378 square foot unit.

The store aims to deliver a “digitally and socially enhanced shopping experience” featuring large format interactive touch screens with a multi-lingual interface in English, French, Arabic, Mandarin & Russian, the company explains.

Luxury watch brands featured in the store include: Baume et Mercier; Bell & Ross; Breitling; Bremont; Chanel; Chopard; Hublot; IWC; Longines; Omega; Parmigiani; Piaget; TAG Heuer; Tudor; Ulysse Nardin; and Zenith.

A Technology Bar invites shoppers to sit down, have a drink and brose watches on iPads that stream marketing and product information.

The new shop also offers a VIP Lounge designed to pull in the business and first class crowd.

“Our new boutique in Terminal 5 offers an exclusive club complete with a bar, a fantastic selection of Watches of Switzerland products and the most up to date technology. The experience begins at the bar where one of our representatives will serve you your favourite drink as you browse through a customised selection of luxury watches prepared for you on one of our touch screen devices. This is the retail experience for the 21st Century,” said Brian Duffy, chief executive of Watches of Switzerland owner Aurum Holdings.

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Rob Corder

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