On March 14, The Watches of Switzerland Group opened a new Rolex flagship boutique on Bond Street in London. This boutique marks a significant expansion of the company’s long-standing presence, transforming its existing store—operated for over 50 years—into one of the largest dedicated Rolex boutiques in Europe.
The partnership between Rolex and The Watches of Switzerland Group began in 1919 at Northern Goldsmiths in Newcastle and has continued for over a century. This grand opening stands as a symbolic milestone, further strengthening their enduring relationship.
A Space That Embodies the Philosophy of Rolex
This boutique has been meticulously designed to fully encapsulate the essence of Rolex, offering an immersive experience that reflects the brand’s world. Upon entering, visitors are greeted by the signature green marble walls and a mosaic marble floor, creating an immediate sense of prestige and craftsmanship.
The main showroom showcases an elegantly arranged selection of Rolex timepieces, with a centerpiece that commands attention—an impressive art installation reaching to the ceiling, crafted from gold bezels and green glass. This striking feature not only enhances the space but also reinforces the brand’s timeless identity.
A custom walnut staircase guides visitors downward, unveiling an environment where Rolex’s heritage and innovation come to life. Every detail is designed to engage the senses, allowing guests to experience the brand’s philosophy through both sight and touch, making this boutique far more than just a retail space—it is a journey into the world of Rolex.
An Expansive Four-Floor Space Immersed in the World of Rolex
Spanning four meticulously designed floors, this boutique offers a unique experience at every level, inviting visitors into the world of Rolex through an interplay of heritage, innovation, and luxury.
The ground floor showcases some of Rolex’s most iconic collections, including the GMT-Master II, Cosmograph Daytona, and Submariner. This elegantly curated space allows guests to explore these legendary timepieces in a refined setting. A tan leather lounge and a green marble bar counter add to the atmosphere of sophisticated hospitality, while select guests gain exclusive access to an extraordinary selection of rare gem-set Rolex models, making it a destination for collectors in search of truly exceptional pieces.
Descending to the lower ground floor, visitors step into the Rolex Exhibition, an area dedicated to the brand’s storied history and continuous innovation. Designed to evoke the feel of a private library, the space features plush seating and gallery walls showcasing Rolex’s evolution. Adjacent to this exhibition, the Rolex Certified Pre-Owned section houses a curated selection of pre-owned Rolex timepieces, each carefully inspected and authenticated, offering collectors a trusted source for timeless classics.
The second floor is home to the Rolex Authorized Service Center, staffed by a team of five master watchmakers and two technicians, providing world-class maintenance and restoration services. A glass-enclosed workshop offers visitors a rare glimpse into the precision and craftsmanship that define Rolex’s legendary reputation. Meanwhile, four dedicated after-sales consultation desks ensure personalized care and expert guidance tailored to each client’s needs.
With every detail meticulously crafted, this boutique is far more than a retail space—it is an immersive Rolex experience, where the brand’s legacy, artistry, and technical excellence converge to create an unparalleled destination for watch enthusiasts.
Brian Duffy, CEO of The Watches of Switzerland Group, described the boutique’s opening as “a monumental milestone in the over 100-year partnership between The Watches of Switzerland Group and Rolex.”
“Spanning 7,200 square feet, this boutique will redefine the concept of luxury retail by offering an extensive collection of timepieces, including rare gem-set models. We have dedicated ourselves to creating an unparalleled space where guests can immerse themselves in the Rolex universe, with access to both Rolex Certified Pre-Owned watches and comprehensive after-sales services. This will be the ultimate destination for Rolex enthusiasts seeking an extraordinary experience.”
Richard de Leyser, Managing Director of Rolex UK, also highlighted the significance of the new boutique: “This boutique not only sets a new benchmark for customer service but also serves as a tribute to Rolex’s rich heritage. Considering that The Rolex Watch Company was founded in London in the early 1900s, this new space stands as a symbol of the brand’s enduring legacy and commitment to innovation.”
Bringing together exceptional craftsmanship, world-class hospitality, and a deep appreciation for Rolex’s heritage, the Old Bond Street boutique represents the new standard in luxury watch retail, offering an experience that is both immersive and unparalleled.
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