The three-storey showroom will open on Brompton Road on 27 June and will feature the UK’s largest Patek Philippe in-store boutique, a rolex boutique and an exclusive VIP area on the second floor.
There will also dedicated branded areas for Cartier, Jaeger-LeCoultre, IWC, Panerai, Chopard, Zenith, TAG Heuer and Longines, with the store expected to become the leading Breitling stockist in Knightsbridge.
The new showroom was first announced in 2014 as part of Watches of Switzerland’s ‘golden triangle’ strategy, and completes a trio of stores that also includes the retailer’s Regent Street and Oxford Street locations.
Brian Duffy, chief executive, said: “The opening of the Knightsbridge Watches of Switzerland showroom marks the conclusion of our Golden Triangle expansion project and the beginning of an exciting new era for both Watches of Switzerland and our unrivalled portfolio of luxury watch brand partners.
“With the Patek Philippe boutique, the Rolex boutique and its many branded areas, Watches of Switzerland, Knightsbridge will offer the area’s diverse customer base a world-class watch-buying experience, presented by our expert consultants.”