Europe’s biggest Rolex store re-opens with promise of widest assortment of watches


Bucherer and Rolex have reopened their monobrand boutique in London’s Knightsbridge after a 12 week refurbishment.

The store, located at the base of One Hyde Park, one of the most exclusive and expensive apartment blocks in the city, is the largest Rolex point of sale in the UK and one of the largest standalone locations in Europe.

Bucherer is one of the top three Rolex partners in the world, a position bolstered last year with the acquisition of Tourneau in the United States.

Customers will first notice the huge two-storey façade, which is inspired by the fluted bezel of Rolex watches.

It is the first of its kind in Europe and only the second in the world. Rolex and its local partner in Dubai added the façade to what is currently the world’s largest boutique.

The interior in Knightsbridge has also been updated with what Bucherer describes as warm bronze, walnut wood, striated limestone and furniture in the internationally identifiable Rolex green.

It is eight years since the Rolex store first opened. At the time it was owned and operated by The Watch Gallery, which was bought by Bucherer in 2017.

It claims to hold one of the widest assortments of Rolex watches in Europe, although shoppers should not expect to jump any waiting lists for the most sought after steel sport models.

To celebrate the opening, a rare selection of diamond and gem-set Day-Date and Datejust models will be on display over the summer months.

“Our strategy has always been to provide the largest range of product, and to give the best possible customer experience, to make it unforgettable to buy your watch here,” says David Coleridge, chairman of Bucherer UK.


  1. The questions is whether it will be a bunch of older women’s datejust models as in most rolex stores or actually any of the ROlex models people want? It’s lovely having a flashy building, but if it has no product to sell…..


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