Luxury jeweller Goldsmiths has confirmed it is investing over £1million in its London stores, with a refurbishment programme of its premises in Canary Wharf, Victoria and Westfield, as well as the adding of a new fourth store located on Oxford Street.

Each store offers a wide selection of diamond and gold jewellery, renowned watch brands and a wide choice of services which will cater to the brand’s growing London customer base, further providing the outstanding customer service experience Goldsmiths is known for.

Goldsmiths is a jewellery business with over 230 years of tradition and experience and is now one of the largest jewellers in the UK, with over 100 showrooms nationwide.


There have been many notable achievements for Goldsmiths, which include being the UK’s first appointed stockist of Rolex watches. Today the Aurum Group, which includes Watches of Switzerland, Goldsmiths and Mappin & Webb, operates the largest distribution network for Rolex, as well as Cartier, OMEGA, TAG Heuer, Gucci, Michael Kors and many other fashion watch and jewellery brands.

New London showroom and refurbishment locations:

Goldsmiths Canary Wharf, located at Canada Square, Canary Wharf reopened their doors on September 25, showcasing new dedicated branded areas featuring Swiss watch brand favourites, including OMEGA, Breitling and TAG Heuer.

Goldsmiths White City, located at Westfield Shopping Centre, will reopen on

November 1 2015. This showroom location will see a dedicated area to TAG Heuer, Tissot and Michael Kors. Chocolate truffles and prosecco will be part of the welcome which guests can expect on the opening weekend.

Goldsmiths Victoria, located at Cardinal Place, reopened their doors on October 2. This showroom location includes a new shop-in-shop area featuring Cartier, OMEGA and Breitling. To celebrate the addition of the new Cartier shop-in-shop, Goldsmiths will be hosting a VIP event at the Victoria store location only on Thursday October 22, between 6-9pm. Canapés and champagne will welcome guests upon arrival and Richie Phillips will treat guests to a live music performance. There will also be a 10% discount on selected items on the night only. Additionally, the first 50 people who spend over £100 will also receive a bracelet with complimentary engraving.

The new Goldsmiths location will occupy the former Watches of Switzerland store located at 413 Oxford Street (Watches of Switzerland have relocated to 439 Oxford Street). This new showroom will open its doors at the end of October and will be include special dedicated areas for OMEGA, Breitling and TAG Heuer.

Craig Bolton, executive brand director for Goldsmiths says: “This is a very exciting time for us at Goldsmiths in London. The London refurbishments and addition of our new location on

2 Oxford Street will not only offer more comfortable and spacious surroundings for our customers, but also enables us to showcase some of our most sought-after brands in a dedicated, specialist setting.

“We appreciate that our customers are looking for a luxury and knowledgeable experience when choosing to shop at Goldsmiths. Our click and collect service which was introduced over five years ago has seen massive up take, enabling customers to purchase the item they desire at the click of a button and have it waiting at a Goldsmiths location of their choice for convenience. We’ve listened to our customers and the new refurbishments in our London locations means we can offer our customers a truly personal and luxurious shopping experience.”