Jul 27, 2022
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Watches of Switzerland revamps Regent Street flagship

Jul 27, 2022

Fast-growing luxury retailer Watches of Switzerland (WoS) is ensuring its existing store portfolio maintains its prestige status. So its flagship showroom on London’s Regent Street has undergone a major refurbishment that includes a reconfiguration of its ‘Calibre Room’.


It includes the introduction of an MB&F brand boutique, “an artistic concept laboratory” featuring “assembly collectives of independent watchmaking professionals to develop radical watches - Horological or Legacy Machines”. It noted the brand MB&F showroom space becomes one of only two places to buy the brand's products in the UK.

The area also sees a refurbishment of the Vacheron Constantin boutique. 

The Calibre Room now measures 218 sq m of sales space and allows it to introduce new brand boutiques for Breitling, Tudor, Hublot, Panerai, Zenith, TAG Heuer and Longines. This will “allow clients to have a more immersive brand experience than before with larger spaces, seated areas, and enhanced product offering”, said the firm.

In addition to greater product ranges and depth of collections, the store’s Service Lounge has also been remodelled and designed “to deliver a world class after-sales experience for clients”. 

Owner and creative director of MB&F Maximilian Büsser said of its inclusion: "London is an essential hub within the watchmaking world. We were present here for about a decade, but then took a break for several years until we found the perfect retail partner with Watches of Switzerland and the beautiful Regent Street location.”

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