As London’s Oxford Street continues its regeneration, the key retail destination has been given a further endorsement with Watches of Switzerland upgrading and expanding its store there.

Part of the luxury watch retailer’s extensive expansion and enhancements programme, the showroom’s refurbishment brings “brand enhancements that all complement the existing Rolex area”.  

Spread over three storeys with two floors of luxury branded areas and a renewed service lounge on the lower ground floor, the new design “creates a much lighter and welcoming environment for clients”. 

On the ground floor the expanded showroom has an open plan layout. As Cartier is a new brand to the Watches of Switzerland Oxford Street showroom, expanding the space needed involved acquiring the unit next door to accommodate and highlight major timepieces in the main store area.

The Maison includes the Cartier Tank, Santos de Cartier, Ballon Bleu de Cartier in addition to the latest iterations of the Panthère de Cartier, Tank Normale, and Baignoire. 

Hublot has also moved into the expanded new area on the ground floor next to Cartier. There’s also an enlarged branded area for Tudor, which has moved to a new location on the ground floor, situated next to the Breitling branded area.
 
Longines also makes a return to the showroom with a new branded area on the first floor. Grand Seiko and Bremont are also available in their respective branded areas on the first floor, alongside a new dedicated Watches of Switzerland Certified Pre-Owned branded area.

​Enhancements include new stone top display tables, new lighting, and extra showroom space “to make it easy for clients to browse and explore the latest and the core collections”. 

The newly renovated showroom also features a bar and lounge area on the first floor. Theres’ also a conference room on the same floor “allowing for additional privacy and an enhanced client experience”.