Beaverbrooks has officially opened its first luxury watch and jewellery showroom under the Loupe name.
The new store in Milton Keynes centre:MK mall was slated to open last summer but was delayed.
It is the second shop owned by Beaverbrooks to stock Rolex.
The first was Whittles Jewellers in Preston, which was partially acquired by the group in 2016 before coming under complete control with the retirement of owner Joanna Valentine in 2020.
Both were anchored by Rolex; a brand that Beaverbrooks had been building a relationship with through its Whittles business.
Loupe has been created as a new retail brand to differentiate it from the 70+ other Beaverbrooks stores across the UK.
Rolex at Loupe
The 7,345 square foot Loupe in Milton Keynes has a dedicated showroom for Rolex and a watch room presenting Omega, Hublot and Zenith collections.
An elevated range of Loupe’s own collection of diamonds and contemporary fine jewellery, plus collections from Mikimoto, Gucci Fine Jewellery, Hearts on Fire and Royal Asscher diamonds reinforce the upmarket positioning of the store.
“We are beyond excited to launch our luxurious new boutique brand, Loupe in Milton Keynes and are exceptionally proud to launch this new venture in partnership with Rolex,” says Anna Blackburn, managing director of Beaverbrooks.
The one year delay to the opening of Loupe was down to Beaverbrooks seizing an unanticipated opportunity to expand into a neighbouring unit in Milton Keynes centre:MK.
“While the brand was due to launch in summer 2021, we subsequently identified an opportunity to significantly expand our Milton Keynes boutique, which has now almost doubled in size since the original plan, to make it an even more impactful and prestigious shopping destination,” Ms Blackburn explains.
Whats the point? There are no watches