Construction of Europe’s Largest Rolex Showroom Underway on London’s Bond Street

Old Bond Street is now adorned with golden Rolex hoardings reminiscent of its iconic DateJust pie dish bezel as construction commences on what is poised to become Europe’s largest Rolex showroom. Watches of Switzerland Group (WoSG) is spearheading this venture, set to encompass retail space, exhibition areas, and event venues.

In addition to this grand endeavor, WoSG is gearing up to unveil a Tudor boutique at the intersection of Old Bond Street and Piccadilly. Meanwhile, Patek Philippe is actively engaged in expanding its footprint with an additional retail unit adjacent to its Bond Street boutique.

Last year, progress on the three-storey replica Rolex emporium faced delays due to the prolonged relocation process of Gucci, the former occupant of the historic No. 34 building on Bond Street. However, with construction now underway, the eagerly anticipated megastore is set to span 7,200 square feet across three floors – a monumental leap from the 900 square feet occupied by the previous Rolex boutique on the same street, also managed by WoSG.

Once completed, the Rolex megastore will stand as the sole Rolex presence on Bond Street, following the closure of Wempe in 2022 and the transformation of Mappin & Webb into the Tudor boutique, alongside the shuttering of WoSG’s smaller monobrand outlet.

WoSG emphasizes that the flagship will prioritize client hospitality and celebrate the rich heritage of Rolex. The design of the space will be a collaborative effort between Rolex Geneva and replica watches of Switzerland Group.

Brian Duffy, CEO of Watches of Switzerland Group, expressed his enthusiasm for the project, stating, “We first opened the Rolex Boutique in the mid-1980s and have represented the brand successfully on Bond Street ever since. We have been looking for some time at opportunities for a larger space to present the Rolex brand in the way it deserves. We are delighted to be opening this significant Rolex Boutique in partnership with Rolex, in the City which was the birthplace of the Rolex brand.”

According to the latest financial report from WoSG, the Rolex showroom is slated to open its doors in the summer of 2024. Additionally, a partnership with Audemars Piguet will see the opening of an AP House in Manchester, with the lounge scheduled to welcome guests this autumn.