1970s styling makes the atmosphere of this store relaxed and .

After a taxing eight-month build, Watches of Switzerland opened its largest showroom devoted to the world of luxury watches at 155 Regent Street, London, in July.

At 17,000sqft with 12 shop-in-shop brand boutiques, including IWC, Jaeger-LeCoultre, Rolex and Panerai, the new landmark store creates a lounge-style shopping atmosphere with a heady combination of 1970s-inspired furniture and state-of-the-art digital technology.


With a specialised VIP area, the new flagship space aims to provide brands with the ultimate platform to shine.