The Watches of Switzerland Group has opened one of Europe's largest Rolex boutiques on Old Bond Street in London's Mayfair district, marking a century-long partnership with the Swiss watchmaker. Spanning 7,200 square feet across four floors, the flagship location offers watch enthusiasts complete access to Rolex's collection, along with a Certified Pre-Owned area, heritage exhibition, and fully visible Authorised Service Centre with five watchmakers.