Curtain to be raised on Watches of Switzerland’s Regent Street “theatre”

Billed as “not a store…[but] theatre”, Watches of Switzerland’s new space at 155 Regent Street promises to take the watch buying experience to another level. When it opens in June, it will house over 20 luxury watch brands, 12 individually branded in-store boutiques for the likes of Rolex, Patek Philippe and Jaeger- LeCoultre, and carry over 6,000 watches, ultimately making it Europe’s largest watch showroom.

The idea is to offer a personally tailored experience, whether you want to spend 20 minutes in there or three hours, complete with a concierge no less, on hand to recommend a must-see or do in London, as well as what’s worth seeking in-store.

If that isn’t enough reason to visit, from September it will be home to Rolex’s more accessible subsidiary brand Tudor. There have been clamourings to reintroduce this much-loved to the UK for decades and Rolex has finally listened to market demand. When the in-store boutique opens on the lower-ground Calibre floor, make sure you get in early for a Heritage Black Bay in midnight blue – the highlight for many at Baselworld this April (£2,120).