The Watches of Switzerland Group is proud to announce the opening of its new flagship Rolex boutique on 14th March 2025, located on Old Bond Street in Mayfair, London. This is an exciting new chapter in the partnership with Rolex, which began over 100 years ago in 1919 with the Northern Goldsmiths showroom in Newcastle. The Watches of Switzerland Group is honoured to reveal this landmark showroom, having managed the Rolex Boutique on Old Bond Street for the last 50 years, marking a significant milestone in the luxury horology retail landscape.
Nestled in one of the most prestigious global luxury retail destinations, the new boutique spans four elegantly designed floors, each dedicated to welcoming clients and showcasing the finest Rolex timepieces. Visitors will be able to immerse themselves in the entire Rolex collection, with all iconic families such as GMT Master II, Cosmograph Daytona, and Submariner showcased. Additionally, the boutique features a floor dedicated to Rolex Certified Pre-Owned and a Rolex Exhibition which proudly displays the finest heritage pieces from the last 120 years. The boutique also includes a Rolex Authorised Service Centre for the maintenance and care of clients’ timepieces. The boutique team has undergone a comprehensive training programme designed to foster an exceptional and personalised standard of service to ensure that every visitor receives a warm, welcoming, and memorable experience, for which the brand is admired worldwide.
The boutique’s interior is a harmonious blend of contemporary elegance and timeless craftsmanship, featuring distinct areas that cater to every aspect of a client’s journey. Upon entering the ground floor, visitors are met with an elegant marble mosaic-floored reception lobby adorned with a signature green marble wall and large concierge desk, where they are greeted by attentive hosts who guide them seamlessly through the boutique.
Directly adjacent to the reception, the main showroom area offers a thoughtfully arranged display space, allowing clients to explore and familiarise themselves with the Rolex collections. A captivating, suspended art installation featuring gold bezels and green glass, visible from each floor, adds a touch of creativity, taking advantage.
The flagship experience culminates on the second floor, which houses the Rolex Authorised Service Centre, with five fully trained watchmakers and two technicians ensuring clients can enjoy world-class technical service. This floor emphasises the brand’s commitment to craftsmanship, a glass-walled Rolex timepiece workshop offering visitors a glimpse into the state-of-the-art specialist capabilities and technical know-how. With four After-Sales desks and consultation areas at their disposal, clients can expect an all-encompassing service experience in this meticulously designed space.
This expansive boutique not only highlights the exquisite craftsmanship of Rolex but also provides a unique brand experience. The Watches of Switzerland Group has a treasured and lasting relationship with Rolex, the Old Bond Street boutique will be the jewel in the crown, offering an unmatched retail experience that establishes a new standard in luxury.
“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. At over 7,200 square feet, this boutique will not only showcase the widest array of timepieces, including rare gem- set models, but also redefine the luxury retail experience. We have invested in this venture because we are committed to delivering a memorable brand experience with exceptional client experience. This will be a true destination for Rolex enthusiasts, where they can immerse themselves in the heritage and craftsmanship of the brand while enjoying the very best in the product offerings from current ranges, Rolex Certified Pre-Owned and After-Sales services,” said Brian Duffy, CEO of The Watches of Switzerland Group.
“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. The new store represents the latest elevation in customer service standards and Rolex representation. The boutique is not only a place to purchase a timepiece but also a celebration of the brand’s legacy, with The Rolex Watch Company having been founded in London in the early 1900s. It reflects innovation and a commitment to delivering an unparalleled experience for every client,” said Richard de Leyser, managing director Rolex UK.
