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Rolex's Bond Street showroom is under construction. (Photo: Rob Corder)

Rolex megastore under construction on London’s Bond Street

Watches of Switzerland-run showroom will be the only point of sale on the prestigious shopping street.

Golden Rolex hoardings in the style of its crimped DateJust pie dish bezel are up on Old Bond Street as construction begins on what will become Europe’s biggest showroom for the brand.

Watches of Switzerland Group will own and run the operation, which will include space for retail, exhibitions and events.

WoSG is also opening a Tudor boutique on the corner of Old Bond Street and Piccadilly. 

Patek Philippe is currently working on expanding into an additional retail unit adjacent to its Bond Street boutique.

Work to create the three-storey Rolex emporium was delayed last year because Gucci, which previously occupied the historic building at No.34 on the famous luxury retail thoroughfare, took longer than expected to relocate its flagship further north on Bond Street.

The Rolex megastore is expected to occupy 7,200 sq ft over three floors, eight-times larger than the 900 sq ft Rolex boutique, also run by WoSG, it will replace on the same street.

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Once open, it will be the only Rolex store on the street after Wempe closed in 2022, Mappin & Webb makes way for the Tudor boutique and WoSG closes its smaller monobrand store.

WoSG says that the flagship will focus on client hospitality and the history of Rolex.

It will be designed by Rolex Geneva in conjunction with the Watches of Switzerland Group.

Brian Duffy, CEO of the Watches of Switzerland Group, said at the time the project was unveiled: “We first opened the Rolex Boutique in the mid-1980s and have represented the brand successfully on Bond Street ever since.

“We have been looking for some time at opportunities for a larger space to present the Rolex brand in the way it deserves.

“We are delighted to be opening this significant Rolex Boutique in partnership with Rolex, in the City which was the birthplace of the Rolex brand.

The latest financial report from WoSG says the Rolex showroom will open in the summer of 2024.

There will also be an AP House opening in Manchester in partnership with Audemars Piguet. The lounge is due to open this autumn, the company says.