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Laings has secured rights to sell Patek Philippe from its newly refurbished showroom in Cardiff, making it the only authorised dealer in Wales.
The largest area of the watch gallery belongs to Rolex, welcoming clients with the rich emerald green and gold associated with the iconic brand.
Multibrand stores in Glasgow, Edinburgh, Southampton and Cardiff will be expanded and elevated to create more space for premium brands including Rolex and Patek Philippe.
Clienteling is a recognition that, at the top end of the watch and jewellery market, there are comparatively few customers whose repeat business is critical to commercial success.
Authorised dealers share their views on the style, engineering and commercial appeal of Rolex's 2020 novelties.
Breitling currently has three authorised stockists in the city with Beaverbrooks, Laings and WOSG's Mappin & Webb.
Rolex's authorised dealers on both sides of the Atlantic are reporting a frenzy of demand for 2020 watches launched this week.
Submariner, being one of the pillars in the professional collection, has created the most demand, especially the LV [Kermit] version, Laings says.
@LaingsWatches on Instagram will showcase a range of the luxury watches it sells, including Rolex, Patek Philippe, TAG Heuer and Omega.
Southampton showroom opens ahead of the group's stores in Scotland and England.