Watches of Switzerland opens massive Rolex boutique on London’s Old Bond Street

Step inside the four-floor temple to luxury watchmaking that's redefining Rolex retail

By Andrew McGrotty Published March 14, 2025

Rolex Showroom on Bond Street in London — Watches of Switzerland

The Watches of Switzerland Group — one of the top-tier watch retailers in the United Kingdom — has opened one of the biggest Rolex stores in Europe. The store is on Old Bond Street in London’s prestigious Mayfair region. This action marks a major step in their long connection with the Swiss watch brand, an association that has endured for a century.

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The location covers 7,200 square feet over four meticulously planned floors. This flagship store is a pinnacle in luxury watch retail. The store continues a connection that began in 1919. At that time, the Northern Goldsmiths showroom was in Newcastle, and Watches of Switzerland had been in charge of the Old Bond Street site for 50 years.

The vast space gives watch fans access to Rolex’s entire selection. The selection includes famous models, such as the GMT Master II and Cosmograph Daytona, next to the Submariner. Besides the current range, the store has sections for Rolex Certified Pre-Owned watches and an exhibit. This exhibit has historical items that show Rolex’s 120-year history.

“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. “This boutique will not only showcase the widest array of timepieces, including rare gem-set models, but also redefine the luxury retail experience.”

Each floor provides a separate setting. The ground floor features a marble mosaic reception and a signature green marble wall. The first floor includes private suites where clients can sample rare items. An art display with gold bezels and green glass goes through the atrium, which can be seen from each level.

The lower ground floor contains both the Rolex Exhibition space and Certified Pre-Owned area. This area has relaxed seats and gallery walls that show established Rolex ambassadors, resembling a private study. The second floor holds a Rolex Authorised Service Centre. It has five watchmakers and two technicians. These people are behind glass walls, which allow visitors to see the brand’s skills.

“We are delighted to support our longest-standing partner in the UK, the Watches of Switzerland Group, with the opening of the new boutique in Bond Street,” said Richard de Leyser, Managing Director of Rolex UK. “The new store represents the latest elevation in customer service standards and Rolex representation.”

The boutique opened to the public on March 14th.

Topics

Watches

Andrew McGrotty

Andrew is a full-time freelance writer with expertise in the luxury sector. His content is informative and always on trend.

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