Watches of Switzerland Regent Street
CallisonRTKL designs London’s most spectacular watch room.
CallisonRTKL partnered with Watches of Switzerland to create a spectacular timepiece emporium, synonymous with the finest in luxury, customer experience and retail theater. The three-story flagship, Landmark, is located on London’s famed Regent Street and offers the largest selection of watches in Europe including luxury brands such as Rolex, Patek Philippe and Jaeger-LeCoultre. CallisonRTKL’s New York and London offices collaborated closely with the Watches of Switzerland design team to create an environment that would appeal to a wide range of watch buyers from enthusiasts to connoisseurs and collectors. The store is designed as a multi-tiered retail experience, three stores in one. The lower level, the Calibre Room, is designed with a sophisticated international traveler in mind and houses more than 20 watch brands. Light and bright, the space juxtaposes Calacatta marble flooring with stainless steel and walnut fixtures. The ground floor is lined with six boutique showrooms from some of the world’s finest luxury brands for the watch connoisseur. Upstairs lies a sumptuous VIP lounge with smoky marble floors and jewel-toned carpeting and furniture. A bespoke glass elevator and wraparound staircase of marble, glass and metal transport customers between floors and is reminescent of a watches’ movement. Leading edge technology is integrated throughout the space to educate customers, and a large interactive digital surface called “The Time Wheel” lets customers explore the longevity and brand heritage of Watches of Switzerland.