What's On: A Huge Rolex Boutique Opens On Old Bond Street

By Lucie Muir

Finally, the signature “Rolex green” ribbon has been cut and the luxury watchmaker’s gleaming new London flagship is open for business. The eagerly awaited Old Bond Street boutique marks a monumental milestone for the Watches of Switzerland Group and its enduring partnership with Rolex – which has flourished for over a century. Measuring in at over 7,200 square feet and spread over four floors, it also takes the golden crown for being one of the largest Rolex stores in Europe.

Richard de Leyser, managing director of Rolex UK, says: ‘The boutique is not only a place to purchase a timepiece but also a celebration of the brand’s legacy, with The Rolex Watch Company having been founded in London in the early 1900s. It reflects innovation and a commitment to delivering an unparalleled experience for every client.’

The boutique opens with a main showroom area on the ground floor, featuring iconic models including GMT-Masters and Submariners alongside Daytona chronographs. Meanwhile, the lower ground floor is designed to resemble a private study and is home to over 250 exceptional Rolex Certified Pre-Owned timepieces.

Of the many interior design highlights, a striking suspended art installation of gold bezels and green glass visible from each floor takes advantage of the full height of the building. A beautiful bespoke walnut staircase runs throughout.

Collectors and watch enthusiasts are also in for a treat on the boutique's upper floors. The spacious first floor is home to the current collection along with a stylish bar and two private consultation suites. One flight up sits the Rolex Authorised Service Centre, where a team of highly skilled watchmakers and technicians can assist with anything from adjusting a watch strap to giving your timepiece a more extensive overhaul. You can also look beyond the glass-walled Rolex timepiece workshop and get a glimpse of the experts, clad in white lab coats, busy at work.

Even the most efficient of timekeepers could be forgiven for losing track of time as they immerse themselves in the Rolex world on Old Bond Street. So, why not let time stand still and soak up the brand’s rich history, dazzling array of watches and coveted new designs in style?

Visit Rolex, 34 Old Bond Street, London W1S 4QL