Imagine stepping onto Old Bond Street on a March morning. Through the windows, you catch a glimpse of gilded details reflecting in the light, silhouettes in suits and ties—this is one of those streets where no sign needs to shout. You’re simply at the very heart of what Europe associates with true luxury. And right there stands the new Rolex house.
This isn’t just an ordinary watch store. It’s a multi-level space spanning nearly 7,200 square meters. One of the largest Rolex boutiques on the continent, it opened in February 2025 and is operated by Watches of Switzerland Group, a long-standing partner of the brand in the UK. The sheer scale of the investment makes it clear this is more than just a retail point. Here, those who value craftsmanship, precision, and prestige are invited to immerse themselves in the world of watchmaking.
Rolex’s new home in Mayfair – why this boutique matters
Mayfair is a story of its own altogether. For decades, this district has attracted names that need no advertising. Nearby, you’ll find boutiques of Cartier, Harry Winston, Graff—all drawn to where capital and elegance flow. Old Bond Street has “number one address” status in its DNA when it comes to premium shopping.
But it’s worth asking: why now, after the pandemic and in the age of online shopping carts, is someone building such a massive brick-and-mortar boutique?
Rolex is clearly betting on the physical experience. The chance to touch a watch, to see the subtle transitions on the dial in natural light, to talk to an advisor who truly understands the niche—no e-commerce can replicate that. The ultra-luxury segment has never stopped valuing real-life contact. And the arrival of this flagship in 2025 sends a clear signal to the market: traditional retail at the highest level is alive and thriving. In the era of clicks, people with means still come in because they want to feel the atmosphere.
In the next parts, we’ll dig deeper. We’ll look at the layout of the floors, how the customer experience is crafted, and what the interiors are really like. We’ll also explore exactly what Watches of Switzerland has implemented over years of partnership with Rolex, and why London became the place for the brand to plant such a monumental flag. Because this is no longer just a store—it’s a declaration of vision for the entire industry.
Four floors of the Rolex world – interiors, atmosphere, and service
The facade on Old Bond Street is recognizable from afar — that green Rolex, shimmering slightly in the windows, is more than just a brand color. As you step inside, the first impression is reminiscent of a yacht interior: marble finishes, cool LED lighting in the display cases. The ground floor is designed as a welcoming zone, but it’s also where most of the Oyster Perpetual collection is showcased — the so-called entry-level models, though that term hardly does justice to watches costing tens of thousands of zlotys.
On the first floor, you feel like you’re stepping deeper inside. Here you’ll find the complications—Sky-Dweller with its rotating bezel, GMT-Master II with dual time zones. Interestingly, the display cases feature screens that loop animations showing how the calibers work. I’m not sure if it really helps you grasp the technical complexity, but it’s mesmerizing. The materials shift—more wood and velvet, less stone.
The second floor is no longer just about sales. There’s an exhibition space, sometimes they host VIP presentations, talk about the history of individual lines. You can sit in a comfortable armchair and wait while an advisor brings out a few models for comparison. This is where private appointments are arranged—walk-ins can be tricky, especially if you’re after a Daytona or a new limited edition.
At the very top, the third floor is pure exclusivity. VIP salons, a lounge with coffee, and a view of the neighboring building’s rooftop (no London skyline here, just a roof). Clients spend half an hour, an hour, sometimes two—trying on watches, chatting, getting recommendations. The staff doesn’t pressure you, but they guide you. Their system is that the advisor first asks about your lifestyle, then shows you three or four models, and adjusts the bracelet on the spot. You can leave your watch for servicing and pick it up later—all in one place.
The interior materials—well, Calacatta marble on the walls, anti-reflective glass display cases, floors of light oak or stone (depending on the floor). LED lighting changes intensity throughout the day to mimic natural light. The signature Rolex green appears subtly—in the chair upholstery, trim, and accents in the wall graphics.
The entire concept works like a vertical journey through the hierarchy of status. The higher you go, the more privacy, tranquility, and personalization you experience. The ground floor is a showcase for passersby, while the upper levels are a “temple of time” for those who know what they want or have been invited. This spatial design truly delivers—you leave with the impression that Rolex isn’t just a store, but an experience encapsulated within four levels of architecture and service.
From Newcastle to Mayfair – the strategic significance of the London flagship
When we look at the opening of the Rolex boutique on Old Bond Street in 2025, it’s easy to forget that this is actually just another chapter in a story spanning over a hundred years. Watches of Switzerland Group (then still known as Northern Goldsmiths) began selling Rolex watches in Newcastle as early as 1919. That sounds almost unbelievable, doesn’t it? From a showroom somewhere in the north of England to Mayfair—the journey has been made, and what a journey it’s been.
Key dates in the partnership between Rolex and Watches of Switzerland in the UK:
| Date | Event |
|---|---|
| 1919 | The first Northern Goldsmiths showroom in Newcastle |
| The 1970s | Taking over the location on Old Bond Street |
| 2014 | Rebrand to Watches of Switzerland Group |
| 15/05/2025 | Opening of the new flagship boutique in Mayfair |
The London boutique now stands alongside other global Rolex temples. We have Fifth Avenue in New York, Place Vendôme in Paris, and Tokyo has also received its own version. This “temple of time” trend is no accident. Luxury brands have realized something important—the customer no longer comes just to buy a watch. They want an experience, a sense of context, the feeling that this place means more than just a point of sale.
But there’s another dimension to this strategy. A £50,000,000 investment in physical retail in 2025? Everyone keeps talking about e-commerce, about everything moving online. Not at Rolex. This decision sends a clear message: London remains the European capital of finance and luxury, despite Brexit and all the speculation. Watches of Switzerland Group has chosen to strengthen its position for the long term, precisely at a moment when competitors hesitated.
“Investing in a flagship on Old Bond Street is not just business—it’s a statement about the future of physical retail in the ultra-luxury segment. Collectors are returning to boutiques after the pandemic, seeking authenticity and expertise.” – industry comment from “WatchPro”, April 2025.
We also noticed an interesting effect after the pandemic. Collector demand exploded, the secondary market soared (although it has cooled off recently), and brands started to control distribution even more tightly. The opening of this boutique is also a response to that demand—a place where you can see the collection in person, connect with an expert, and avoid buying from a reseller with an unclear history.
This flagship sets a certain standard for the entire industry. It will be a point of reference when we discuss what the future of luxury watchmaking should look like in the digital age.
Today, Old Bond Street is a laboratory for the future of luxury retail. What succeeds there today, we’ll see in Milan, Hong Kong, or Dubai next year. We’re witnessing a real-time experiment.
Mark 90
watches & investments editorial team
Premium Journalist
