Opening in 2014, the Watches of Switzerland flagship boutique on London's Regent St is Europe’s largest showroom devoted solely to luxury Swiss watches.
Watches of Switzerland has got the wow factor in droves, with a triple-fronted, dark wood storefront leading to three floors of marble-and-glass heaven for horophiles, including a VIP lounge on the top floor. Not only are there 12 individual boutiques on site, including Patek Philippe - the only Patek shop-in-shop on the planet - there are more than 20 brands showing off their timekeeping skills downstairs in the Calibre Room, including some very cool, niche brands.
Alongside the luxury watches is an area devoted to servicing and restoration. If your timepiece is playing up, you can talk directly to Watches of Switzerland’s in-house watchmakers to discuss what needs to be done to get it ticking again. Vintage fans are in for a treat too, with a carefully edited selection of iconic watches, with price tags to match, curated by in-house expert Owen Sheridan.
Some advice: be sure to explore all three floors before you leave. The cutting-edge displays, including interactive digital screens and high-tech cabinets showcasing some of the rarest watches in the world, will inspire you to dream big, even if you leave empty handed.
This is three floors of heaven for watch lovers: one of the greatest selections of Swiss watches under one roof in Europe, a section devoted to vintage watches, lots of cool, niche brands downstairs, plus the only Patek Philippe shop-in-shop in the world.