Rolex’s latest boutique, located at 34 Old Bond Street, in Mayfair, London, is open for business.

Run by one of Rolex’s largest (and oldest) retail partners, Watches of Switzerland, the new boutique is indicative of where the world’s leading Swiss watchmaker’s retail strategy is going (also exemplified by the new Rolex of Beverly Hills store).

Spanning 7,200 square feet over four floors, this is one of the largest Rolex boutiques in the world (the largest is in Dubai).

Underscoring how important this is for both Rolex and Watches of Switzerland, the CEO of the Watches of Switzerland Group, Brian Duffy, the Chairman of the Watches of Switzerland Group, Ian Carter, the CEO of Rolex, Jean-Frédéric Dufour, the Managing Director of Rolex UK, Richard de Leyser, The President of Watches of Switzerland UK and Europe, Craig Bolton, were among those in attendance at the ribbon cutting ceremony.

Using the finest marble, glass, metal, and wood, this new Rolex watch mecca features not only new watches, but also a entire floor dedicated to certified pre-owned Rolexes, an entire floor dedicated to service with state of the art facilities, viewable through a wall of glass, including 5 watchmakers and 2 technicians on-site. Throughout the flagship, there’s also an assortment of displays, photography, and historic artifacts that act as London’s de facto museum for Rolex, meaning this is more than just a boutique.

Learn more at Watches of Switzerland.

 

 

Top photo by Watches of Switzerland.