Europe’s Largest Watch Store to Open in London

Located on the city’s prestigious Regent Street, Watches of Switzerland will be spread over three floors and 17,000 square foot and will contain a VIP lounge offering bespoke consultations.

Other notable features will include a Service Lounge for watch restorations as well as a dedicated space for watch valuations called the Calibre Room.

Designed by New York agency Callison, the store is full of distinctive touches, including a dramatic metal, glass and marble staircase.

Each floor will be provide a versatile space specifically designed to cater for customers’ individual needs, The lower ground floor is described as being for customers keen to buy rather than browse and with a clear idea of what they want to purchase, while the ground floor will be for those wanting to spend some time considering their options.

In total, the store will host 13 boutiques from brands including Patek Philippe and IWC, whilst other renowned manufacturers represented will include Parmigiani, Rolex, Roger Dubuis, Jaeger-LeCoultre, TAG Heuer, Panerai, Piaget, Mont Blanc, Cartier, IWC, Vacheron Constantin and A. Lange & Sohne.

One of the world’s mostfamous upmarket shopping destinations, Regent Street is home to several iconic British luxury brands such as Burberry, Liberty, and Mappin & Webb.