ROLEX opens new flagship store in London at Old Bond Street

The Watches of Switzerland Group is proud to announce the opening of its new flagship ROLEX boutique located on Old Bond Street in Mayfair, London. This is a new chapter in the partnership with Rolex, which began over 100 years ago in 1919 with the Northern Goldsmiths showroom in Newcastle. The 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. 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 of the full height of the building. With carefully curated displays and an expert, passionate team on hand, visitors will receive a personalised service and guidance as they discover the history and innovation behind each timepiece.

As clients descend to the lower ground floor via the bespoke walnut staircase which runs throughout, they will enter a room divided into two complementary spaces: the Rolex Exhibition area and the Rolex Certified Pre-Owned Room. This elegant sanctuary resembles a private study, complete with relaxed seating areas and gallery walls showcasing iconic Rolex Testimonees. Here, clients can immerse themselves in the rich history and technical excellence of the brand, making the experience not just a retail visit, but an insightful journey into the world of Rolex.

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.

Rolex new store in London at Old Bond Street