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Published
Oct 14, 2021
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Watches of Switzerland adds more monobrand stores

Published
Oct 14, 2021

High-flying omnichannel retailer Watches of Switzerland  is continuing to grow its UK monobrand boutique strategy with a difference. It’s opening another three destinations side-by-side in one shopping centre.


Watches of Switzerland


Plymouth’s premier shopping destination Drake Circus has been chosen to represent key high-end watch brands Omega, TAG Heuer and Breitling, situated on the upper level of the mall.

As well as being a Watches of Switzerland Group debut in the coastal Devonshire city, these boutiques are unique to the centre, being the only monobrand watch boutiques there. 

The flagship single-floor stores feature fit-outs and external façades that “embody the values and ethos of these brands with their signature styles reflected to deliver unique and fully immersive retail experiences". 

For instance, the Breitling boutique is designed as an urban industrial loft, while the refined design of the Omega boutique, includes sophisticated surroundings, featuring, gold, leather, and rich wood, combined with exclusive lighting.

Watches of Switzerland Group executive director Craig Bolton said: “We see this as a major opportunity to introduce customers at Drakes Circus to these exceptional brands, which represent the best of Swiss watchmaking”.

This trio of monobrand boutiques in Plymouth follows the group’s recent opening of three in the St James Quarter development in Edinburgh, dedicated to Omega, Breitling, and Goldsmiths. It’s now become an integral part of the group’s multi-channel expansion strategy, alongside multi-brand stores, airport, and online retail opportunities in its existing markets of the UK and the US. 

The group also recently announced the intention to enter the EU as part of its Long-Range Plan.

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