Watches of Switzerland to expand Knightsbridge showroom

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This month, Watches of Switzerland, the UK’s leading luxury watch retailer, will begin a multi-million pound project to significantly expand its Knightsbridge showroom.

The expansion to the three-storey Brompton Road site will create space for a number of new in-store experiences. The ground floor space will be devoted to a significantly enlarged Rolex room which will include a private viewing room. The area on the second floor will house a dedicated event space and a new lounge concept where customers can relax and enjoy Watches of Switzerland’s exclusive new bar service.

Following the expansion, luxury Swiss watch brand Breguet will be introduced into the Knightsbridge showroom for the first time. Ulysse Nardin will have its own shop-in-shop, while Cartier and Jaeger-LeCoultre will be expanding their space, Blancpain, Glashütte Original, Bremont and Zenith shop-in-shops will be refurbished during the build.

Watches of Switzerland, Knightsbridge was opened in 2016 as part of its visionary Golden Triangle concept, alongside showrooms on Regent Street and Oxford Street in central London.

All three stores are now firmly established as premier luxury watch retail destinations and attract customers from across the UK and from around the world. This latest expansion is expected to further enhance the customer experience in this flagship location and enable the showroom to continue to offer an unparalleled range of pieces from the world’s finest luxury watch brands, including Patek Philippe, IWC, Omega and Panerai.

Customers will also continue to have access to Watches of Switzerland’s range of products and services, including servicing and repairs. Watches of Switzerland was founded in 1924 and has been representing the most prestigious Swiss watch brands for almost a century.  

“We are excited to be expanding our Knightsbridge showroom, a pillar of our Golden Triangle presence in central London, in order to further enhance the customer experience,” said Watches of Switzerland Group chief executive Brian Duffy. 

“We are extremely proud of the partnerships we continue to enjoy with some of the most desirable watch brands and believe this expansion will give us the opportunity to elevate the presentation of those brands to our loyal and discerning clientele. The introduction of three beautiful brands to the showroom demonstrates how passionate we are about bringing the very best of luxury watchmaking to our customers, whilst the creation of the new entertaining spaces will enable us to further elevate the customer experience. This expansion will confirm Watches of Switzerland, Knightsbridge as the ultimate watch destination in this celebrated area of the capital.”