Watches of Switzerland has expanded its Regent Street store and opened a new Rolex boutique and redesigned showroom

Watches of Switzerland on Regent Street, London, has undergone its first major redesign since opening in 2014. The ground floor has a 50% increase in space dedicated to the Rolex boutique, alongside new counters and seating to “enhance the ambience and environment”. 

The luxury store has been refurbished with new lighting, flooring and decadent finishes.

Watches of Switzerland chief executive Brian Duffy said: “Yesterday’s Rolex boutique launch at 155 Regent Street was a great occasion and a fantastic experience for our clients, to end what has been our centenary year of celebrations of our partnership with Rolex.

“It showcased beautifully why our partnership has stood the test of time and why our customers come back to us, again and again, to guide them through their luxury watch purchases.”

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