Goldsmiths, one of the UK’s leading luxury watch and jewellery retailers and part of the Watches of Switzerland Group, has invested significantly this year in redesigning its Goldsmiths showrooms. The Lincoln showroom follows the recent openings in Braehead, Brighton, Canterbury, and Reading.

With a luxurious and modern retail environment that embraces more of a lifestyle-led, relaxed shopping experience Goldsmiths’ Lincoln showroom features a whole new interior design concept and an exceptional showcase of luxury timepieces from the most prestigious brands in Swiss watchmaking alongside world-renowned fine jewellery brands.

The updated retail concept combines:

  • An Increased focus on luxury watch brands and a ‘relaxed, inclusive, and experiential’ in- store experience
  • Dedicated area for TAG Heuer
  • Luxury watch brands Rado, Tissot, Oris and Gucci; and
  • Diamond jewellery offering, and engagement, wedding, and eternity rings.

Front-facing curated capsules are a striking new design feature with the Lincoln showroom showcasing the TAG Heuer Carrera Automatic Chronograph 45mm timepiece, which plays host to an eye-catching skeleton dial, set beneath sapphire crystal glass and presented on a stylish black rubber strap, as well as an exclusive diamond jewellery collection.

These stores will deliver an increased focus on Goldsmiths’ luxury watch brands and a more experiential in-store experience for customers to position the brand as the destination for luxury timepieces and fine jewellery.

The new calming, yet dynamic space was conceived in partnership with the award-winning UK-based design collective Quadrant Design. Light uncluttered, open spaces in a monochrome palette of luxurious materials such as white-washed oak timber, white terrazzo and blackened steel, have been combined with visual architectural forms that include repeating vertical lines and soft curves inspired by the Goldsmiths logo, to perfectly combine contemporary luxury design with a relaxed atmosphere.

“This is a significant milestone for Goldsmiths,” says Craig Bolton, executive director of the Watches of Switzerland Group. “Luxury today has become far more relaxed, inclusive, and experiential, so while we are elevating the Goldsmiths brand position, our goal is to make everyone feel valued and at home when visiting our stores. Our ambition is for everyone to have a memorable luxury experience long after they’ve made their purchase. We believe the repositioning and new store concept will transform not just the Goldsmiths profile and experience but bring some fresh life to our high streets and we are delighted to launch in the historic Cathedral City of Lincoln.”

Gary Clapham, showroom Manger for Goldsmiths Lincoln, who celebrates 21 years with Goldsmiths today, says “I am delighted with the new showroom, I’ve seen many changes during my time here, but this really is monumental and extra special that I can celebrate my 21st anniversary with Goldsmiths, on the opening day of our new luxury showroom. I look forward to welcoming our clients and enjoying many more years to come at Lincoln. “