Bucherer has created its largest boutique in the UK at Westfield shopping centre in West London.

The showroom was previously a smaller outlet for The Watch Gallery before the business was acquired by Bucherer in March last year. It was already due for refurbishment and expansion before the Bucherer deal.

Following  an official rebrand, the new multi-brand store has a dedicated Rolex boutique with frontage onto The Village Westfield luxury area of the mall. It also has dedicated rooms for Cartier and Omega, and showcases Bucherer Fine Jewellery within the 2,800 square foot space.


“We are thrilled to be doubling the size of our store at Westfield London. This will enable us to offer a far wider choice to our customers of all the major Swiss watch brands as well as, for the first time in the UK, our range of Bucherer Fine jewellery,“ says David Coleridge, chairman of Bucherer UK.

The design of the boutique, which is double the size of the original Watch Gallery, is inspired by Bucherer’s home city off Lucerne in Switzerland. The laser cut lattice of repeating figure of eights over the window displays is in the silhouette of the panorama of the mountains around the lake viewed from Lucerne.

The eights at the bottom of the displays are intended to invoke the shimmer of the reflection of this panorama on the lake. Other parts of the store are inspired by other stores in the Bucherer network of stores including windows from Paris, counters from Zurich and Zermatt Stores, and the curved VIP seating areas from Hamburg.

The showroom re-opens with a display of the company’s own in-house jewellery, and 11 Swiss watch brands: Rolex, Carl F. Bucherer, Omega, Cartier, Hublot, Jaeger-LeCoultre, IWC Schaffhausen, TAG Heuer, Longines, Bremont, and Junghans.

Customers will also be able to shop the  Bucherer Fine Jewellery collections, which are designed and produced in the company’s own ateliers. Pieces feature coloured diamonds, unique gemstones and sought-after pearls.