Watches of Switzerland opens new showroom in London’s Broadgate

By Tempus | 15 Dec 2020 | Style, Design

The new East London store features eight branded areas for prestige watchmakers such as Audemars Piguet, Cartier and Jaeger-LeCoultre

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* Watches of Switzerland , 100 Liverpool Street, exterior

Situated close to London’s Liverpool Street station, Broadgate Circle is best known for its cutting-edge working spaces where some of the top financial workers in the city are based. But now, Watches of Switzerland has opened its latest showroom at 100 Liverpool Street – at the edge of Broadgate Circle – giving watch enthusiasts the chance to explore a wide array of popular bars and restaurants positioned on its doorstep.

One of the UK’s largest premier watch specialists, Watches of Switzerland operates in both the UK and the US, compromising 135 core stores in total. The company first began trading on Ludgate Hill in 1924, and so the new 32-acre site, which opened on on 2 December, marks a return home to East London for the Swiss horology retailer.

"We are pleased to be strengthening our presence in London and feel 100 Liverpool Street at Broadgate presents us with a great opportunity to offer an exceptional breadth of leading luxury timepieces and further strengthen our existing and loyal client network," says Watches of Switzerland CEO Brian Duffy.

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* Rolex has a specially appointed 56sq m of the showroom

The 530sq m showroom delivers two floors of expertly curated luxury timepieces. Maintaining its unrivalled access to the most highly sought after Swiss timepieces, the showroom has eight branded areas on the ground floor, from prestigious partners including Audemars Piguet, Tudor, Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Hublot and Breitling.

On the first floor, desirable brand Cartier enjoys a commanding presence in the exclusive exhibition pop-up space. Rolex, longstanding brand partner of the Watches of Switzerland, has a specially appointed 56sq m of the showroom, starring a double-storey window elevation that overlooks the scenic sweep of Broadgate Circle.

The showroom also features the brand’s 'By Personal Appointment' service, which ensure client comfort, and can be held on the first floor's private lounge and hospitality space.

"Our vision is to inspire, educate and entertain our clients and to give them an unforgettable watch-buying experience. We look forward to welcoming our loyal and new customers into our showroom,” says the store’s general manager Francesco Paparella.