The Watches of Switzerland Group — which has managed the Rolex boutique in Mayfair, London for the last 50 years — has opened a revitalized flagship for the luxury watch brand on Old Bond Street, set to be the “jewel in the crown” of the Rolex brick-and-mortar presence. The partners have worked together for over 100 years, beginning with the Northern Goldsmiths showroom in Newcastle in 1919.
“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,” said Brian Duffy, CEO of The Watches of Switzerland Group in a statement. “At over 7,200 square feet, this boutique will not only showcase the widest array of timepieces, including rare gem-set models, but also redefine the luxury retail experience.”
The flagship’s interior showcases a harmonious blend of contemporary elegance and timeless craftsmanship, featuring distinct areas that cater to every aspect of a client’s journey. Upon entering the ground floor, visitors are greeted by an elegant marble mosaic-floored reception lobby adorned with a signature green marble wall and large concierge desk.
Directly adjacent to the reception area, the main showroom offers a thoughtfully arranged display space, allowing clients to explore and familiarize themselves with the Rolex collections. A captivating suspended art installation featuring gold bezels and green glass, visible from each floor, adds a touch of creativity and takes advantage of the full height of the building. With carefully curated displays and an expert on hand, visitors will receive personalized service and guidance as they discover the history and innovation behind each timepiece.
As clients descend to the lower ground floor via the bespoke walnut staircase that runs throughout, they will enter a room divided into two complementary spaces: the Rolex Exhibition area, featuring the finest heritage pieces from the last 120 years, and the Rolex Certified Pre-Owned Room. This elegant sanctuary resembles a private study, complete with relaxed seating areas and gallery walls showcasing iconic Rolex Testimonees. Here, clients can immerse themselves in the rich history and technical excellence of the brand, making the experience not just a retail visit but a journey into the world of Rolex.
The first floor is home to current Rolex collections. Designed with luxury in mind, two private consultation suites grant clients the opportunity to try on rare and exclusive timepieces. Further presentation areas are furnished with tan leather seating and are set around a green marble bar. In addition to the brand’s classic collections, the Mayfair boutique also will feature an exclusive selection of unique and rare gem-set Rolex timepieces, making it a destination for collectors and enthusiasts.
The flagship experience culminates on the second floor, which houses the Rolex Authorised Service Centre, staffed with five fully trained watchmakers and two technicians, ensuring clients can enjoy world-class technical service. A glass-walled Rolex timepiece workshop offers visitors a glimpse into the state-of-the-art specialist capabilities and technical know-how at work. With four After-Sales desks and consultation areas at their disposal, clients can expect an all-encompassing service experience.
