Watches of Switzerland Group (WoSG) has opened the most recent of its redesigned Goldsmiths stores in the English town of Lincoln.

The reopening follows similar launches in Braehead, Brighton, Canterbury, and Reading after Goldsmiths announced plans to redesign every one of its stores in the coming years.

Craig Bolton, executive director of Watches of Switzerland Group, commented: “This is a significant milestone for Goldsmiths.

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“Luxury today has become far more relaxed, inclusive, and experiential, so while we are elevating the Goldsmiths brand position, our goal is to make everyone feel valued and at home when visiting our stores.

“Our ambition is for everyone to have a memorable luxury experience long after they’ve made their purchase.

“We believe the repositioning and new store concept will transform not just the Goldsmiths profile and experience but bring some fresh life to our high streets and we are delighted to launch in the historic Cathedral City of Lincoln.”

Meanwhile, Gary Clapham, showroom manager for Goldsmiths Lincoln, said: “I am delighted with the new showroom, I’ve seen many changes during my time here, but this really is monumental and extra special that I can celebrate my 21st anniversary with Goldsmiths, on the opening day of our new luxury showroom.

“I look forward to welcoming our clients and enjoying many more years to come at Lincoln.“