Watches of Switzerland’s flagship showroom in London undergoes major refurbishment

55 Regent Street, Watches of Switzerland’s flagship showroom in London has undergone a major refurbishment with a reconfiguration of the ‘Calibre Room’, the introduction of an MB&F boutique and a refurbishment of the Vacheron Constantin boutique.

The Calibre Room, now 218sqm of sales space, has been fully reconfigured to introduce new brand boutiques for Breitling, TUDOR, Hublot, Panerai, Zenith, TAG Heuer and Longines, allowing clients to have a more immersive brand experience than before with larger spaces, seated areas, and enhanced product offering.

New to the showroom is the introduction of the brand MB&F, with a new boutique on the Burlington floor; in fact, one of only two places you can purchase MB&F in the UK. MB&F is an artistic concept laboratory based around a simple idea: to assemble collectives of independent watchmaking professionals to develop radical watches – Horological or Legacy Machines. MB&F reinterpret traditional, high-quality watchmaking into three-dimensional kinetic sculptures, providing customers with a new dimension in their watch purchasing journey.

Owner and creative director of MB&F Maximilian Büsser said: “London is an essential hub within the watchmaking world. We were present here for about a decade, but then took a break for several years until we found the perfect retail partner with Watches of Switzerland and the beautiful Regent Street location. We are thrilled to be back!”

Vacheron Constantin has undertaken a refurbishment of the boutique on the Regent Room floor showcasing the very best from the oldest watchmaker in continuous production. Vacheron Constantin is more than 265 years old and is one of the most prestigious in the world, the brand’s philosophy is to meet their expectations by designing timepieces as technically impressive as they are aesthetically stunning.

In addition to greater product ranges and depth of collections, the Service Lounge has also been remodelled and designed to deliver a world class after sales experience for clients.

Located at the heart of London’s West End, Regent Street is one of the world’s most prestigious lifestyle destinations, famous for its flagship retail stores and international brands. It attracts over 7.5 million visitors annually.

The Watches of Switzerland showroom first opened in 2014 and has since gone through a series of updates of which include a 50% increase in space dedicated to the Rolex room, as well as the installation of new counters and seating to enhance the environment and ambience. New flooring, lighting and stunning finishes enhance the ambience and luxury experience for customers.