Watch Focus

Watches of Switzerland opens Oxford Street store

Luxury watch retailer Watches of Switzerland has opened a new boutique on London’s iconic Oxford Street.

Watches of Switzerland said that the store, which is 7,000 sq ft, will embrace the “digital world”. Clients visiting the store will be greeted by a multi-lingual, 98 inch interactive digital touch screen, showcasing Watches of Switzerland’s award winning ‘Timewheel’.

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Timewheel is a digital tool in which the consumer can learn about the technologies and craftsmanship that go into the timepieces it has on sale.

The screens, which will also broadcast new product launches, will be on the first floor which will also act as a customer service lounge and will incorporate a viewing window into the watchmaker’s room.

The store will also include a ‘VIP Lounge’, which Watches of Switzerland said is designed to appeal to the “international traveller and watch connoisseur”. Customers will be able to browse an exclusive selection of watches from a variety of brands.

The store is the third Watches of Switzerland boutique to open this year following openings in Canary Wharf and Heathrow Terminal 5. Further openings are planned in Birmingham next month, and Knightsbridge, which is expected to open in 2016.

Brian Duffy, chief executive of Aurum Holdings, the parent company of Watches of Switzerland, said: “Watches of Switzerland continues to blaze a trail, setting new standards in the retail of luxury watches.

“Our ambition is to exceed customer expectations at every level and to combine the very best of interactive retail experience with service levels that can only be delivered face to face by the best retail teams in the business.”

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