• address: 400 Oxford Street - London W1A 1AB
  • tel: +44 113 369 8040 / 0800 123 400
  • tube: Bond Street

In The Wonder Room of this iconic British department store you will find a unique selection of the world’s most coveted watch and jewellery brands.

Founded in 1909, Selfridges’ flagship and original store on London’s Oxford Street is now one of the largest shops in the UK. From the outset, it strived to set itself apart from other department stores by being at the forefront of innovation, thus revolutionising the way people shopped. Credited with coining the phrase “The customer is always right”, founder Harry Gordon Selfridge instilled excellent service at the heart of the business - values that are still alive and well at Selfridges today.

The Wonder Room on the ground floor is a 19,000 sqft neoclassical-style hall that houses Selfridges’ fine jewellery and watches department. Hosting more than 30 of the world’s most coveted brands, from Georg Jensen to Cartier, it’s a one-stop shop for all your fine jewellery needs.

But this is no case of quantity over quality, for the clever arcade arrangement of “mini boutiques” around the perimeter of The Wonder Room ensures that customers get a unique shopping experience at each brand, with specially trained staff to advise before you buy. Meanwhile, the central counters offer a unique mix of watches and jewellery, plus the smartphone brand Vertu.

In addition to the permanent brands, The Wonder Room is also home to the concept store - a constantly evolving retail space that supports Selfridges’ creative themes and projects. The current collaboration with Apple watches perfectly epitomises Selfridges’ ethos of luxury meets innovation. 

Why visit?

Timelessly classic yet constantly pioneering, The Wonder Room at Selfridges is a unique place to shop for fine jewellery and watches. The expansive selection of brands conveniently located under one roof, coupled with the excellent customer service, makes it worthy of a detour on your London shopping trip.

Brands sold:
  • 88 Rue du Rhone
  • Alpina
  • Apple
  • Baume & Mercier
  • Bell & Ross
  • Boucheron
  • Bremont
  • Bulgari
  • Burberry
  • Cartier
  • Chaumet
  • Chopard
  • Corum
  • Frédérique Constant
  • Georg Jensen
  • Gucci
  • Hermès
  • Junghuns
  • Longines
  • Maurice Lacroix
  • MeisterSinger
  • Montblanc
  • Oris
  • Raymond Weil
  • Rolex
  • Shinola
  • TAG Heuer
  • U-Boat
Brands sold:
  • Annoushka
  • Boucheron
  • Bulgari
  • Cartier
  • Chanel
  • Chaumet
  • Chopard
  • Christina Debs
  • Chrome Hearts
  • De Beers
  • Dinny Hall
  • FRED
  • Fei Liu
  • Georg Jensen
  • Hannah Martin
  • Hermès
  • Jordan Askill
  • Messika
  • Repossi
  • Roberto Coin
  • Ruifier
  • Shaun Leane
  • Theo Fennell
  • Tiffany & Co.
  • Van Cleef & Arpels
  • Versace

Most of the brands have bridal collections within their range and sell engagement rings. Selfridges don't have a specific bridal service, but appointments can be arranged in store in its VIP lounge or through its personal shopping service.

  • Jewellery repair
  • Watches repair
  • Vintage jewellery
  • Shipping abroad
  • Languages spoken
    • English
    • Chinese
    • Arabic
    • Russian


  • address: 400 Oxford Street
  • tube: Bond Street

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