The Watches of Switzerland Group has chosen 100 Liverpool Street, Broadgate to open the latest luxurious new Watches of Switzerland showroom, making an exciting return to east London where the company first began trading on Ludgate Hill in 1924.

Located within the impressive 32-acre central London site, the visionary new development at the edge of Broadgate Circle supports a diverse community offering an exciting public destination as a retail, leisure and cultural City hub. Reaffirming the Watches of Switzerland Group’s acclaimed positioning as the leading premier watch specialist, the impressive new 530m2 City showroom consists of expertly curated luxury timepieces appointed over two floors.


The group has built its global reputation on its unrivalled access to a selection of the most highly sought after Swiss luxury timepieces brands. Within the new showroom, longstanding brand partner Rolex have a commanding presence with a 56m2 showroom featuring a double-storey window elevation overlooking Broadgate Circle.

Situated alongside the Watches of Switzerland showroom there is a 37m2 OMEGA Boutique stocking an exceptional range of timepieces.

The ground floor houses 8 beautifully appointed branded areas from partners including; Audemars Piguet, Tudor, Cartier, IWC, Jaeger-LeCoultre, Panerai, Hublot and Breitling.

On the first floor, Cartier occupies the pop-up space, showcasing their timepieces in this exclusive exhibition space.

Watches of Switzerland at 100 Liverpool Street, Broadgate offers an outstanding client experience using a very tailored approach whether this be managing client interest in-store, over the telephone or in a virtual meeting. The First Floor of the showroom includes a luxurious private lounge and hospitality space, whilst the ‘By Personal Appointment’ service ensures client confidence and comfort remains paramount.

Commenting on its latest expansion, the Watches of Switzerland Group’s CEO Brian Duffy says: “We are pleased to be strengthening our presence in London and feel 100 Liverpool Street at Broadgate presents us with a great opportunity to offer an exceptional breadth of leading luxury timepieces and further strengthen our existing and loyal client network.”

Francesco Paparella, General Manager added: “Our vision is to inspire, educate and entertain our clients and to give them an unforgettable watch-buying experience. We look forward to welcoming our loyal and new customers into our showroom.”