First look: Inside the new Rolex Bond Street boutique
The Swiss watch brand has just opened a stunning new London flagship – and we were one of the first through the door
Luxury Swiss watchmaker, Rolex, has today unveiled its expansive new Bond Street flagship store – which becomes one of the brand’s largest boutiques in Europe. Created in partnership with Watches of Switzerland, and occupying a prime corner space on Old Bond Street in a building which has previously housed both Gucci and Versace, the 7,200 sq ft four-storey space has been meticulously designed to immerse visitors into the Rolex world.
Officially open to the public from 14 March 2025, each floor offers distinct spaces for different aspects of the Rolex offering – promising surprises and delights to elevate the retail experience. Awash in fine marble, plush furnishings in instantly recognisable ‘Rolex green’, and soft, neutral display cases, there are plenty of vantage points from which to admire the full Rolex model range, including the Cosmograph Daytona, Submariner and GMT Master II.
Greeted from the street by an elegant green marble concierge desk, above which hangs a custom green-and-gold glass chandelier, the ground floor space houses the main showroom and gives visitors the chance to browse Rolex’s permanent collections. Highlighting Rolex’s long-standing relationship with London – the Rolex Watch Company was founded in the capital in the early 1900s – a stucco relief of the London skyline adorns one wall, while a bespoke art installation created from suspended golden bezels and green glass forms a backdrop that spans all four floors.
The lower ground floor, meanwhile, is dedicated entirely to Rolex-certified pre-owned watches. The area is divided into two spaces: the first housing an exhibition area exploring the history and craftsmanship of Rolex watchmaking; the second styled as an elegant study with a relaxed seating area and bar. Here, guests can admire the stellar array of pre-owned and vintage watches on offer, including rare and one-off references almost impossible to get anywhere else, each of which has undergone Rolex’s rigorous certification and maintenance programme.
Upstairs, the first floor offers further displays of Rolex’s current collections, along with a series of elegant desk-style spaces from which to examine the unique and rare gem-set timepieces which will be on offer here. Having purchased one of said watches, clients will be pleased to find a chic, green marble bar tucked away in a cosy corner, at which to toast their new acquisition with a signature cocktail created for the London flagship.
Finally, the second floor is given over to aftercare, with consultation desks and a separate Rolex Authorised Service Centre. Here, five fully-trained watchmakers, two technicians and a polisher will be on hand to carry out services and repairs in a glass-walled workshop that gives Rolex owners a peek at the action.
“The new store represents the latest elevation in customer service standards and Rolex representation,” said Richard de Leyser, managing director or Rolex UK. “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 opening of one of the largest Rolex boutiques in Europe marks a monumental milestone for both the Watches of Switzerland Group and our enduring partnership with Rolex, which has flourished for over a century,” added Brian Duffy, CEO of the Watches of Switzerland Group. “This will be a true destination for Rolex enthusiasts, where they can immerse themselves in the heritage and craftsmanship of the brand, while enjoying the very best in the product offerings from current ranges, Rolex-certified pre-owned and aftersales services.”
Rolex, 34 Old Bond Street, W1S 4QL, visit rolex.com
