‘Watches of Switzerland’, Europe’s largest watches store opens in London end of June

Watches of Switzerland, Europe’s largest store (17,000 sqft) dedicated exclusively to watches opens end of June in London at 155, Regent Street. The new store will feature a VIP lounge which will offer bespoke consultation, a Service Lounge that will look after restorations and The Calibre Room for valuation of watches. The Regent Street store will also offer exclusive access to ‘boutique only’ watches and limited editions.

The lower ground floor will target the efficient customer, who knows exactly what they want and don’t want to spend time browsing. The ground floor will be for the aspirational customer – someone who has an idea what they want but would like to spend a couple of hours in store considering their purchases. Finally the first floor is for the watch connoisseur.

Watches of Switzerland Regent Street will host 13 in-store boutiques from brands including Patek Philippe and IWC. Other luxury Swiss watches represented at the new store include: Parmigiani, Rolex, Roger Dubuis, Jaeger-LeCoultre, Breitling, TAG Heuer, Panerai, Piaget, Mont Blanc, Cartier, IWC, Vacheron Constantin and A. Lange & Sohne.