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Watches of Switzerland reopened its Brent Cross shopping centre showroom earlier this month with a brighter space anchored by a a refurbished Rolex area.
Canterbury is first to adopt a fresh concept that puts additional focus luxury watch brands including Rolex, Omega and Breitling.
Video shows the more relaxed, inclusive, and experiential showroom style that Goldsmiths is rolling out across its network of 70 UK stores.
With luxury watches now account for 85% of Watches of Switzerland Group turnover, they will sit front and centre of Goldsmiths' new store design.
Fresh store concept, which will start rolling out from Autumn this year, draws heavily from the style of Mayors in Florida, which WoSG acquired in 2017.
An accredited Rolex service centre and expanded showroom take Cheshire store to a new level.
Competition is fierce in Knightsbridge, which is fast developing into the second most important watch destination in London after Bond Street.
The sunlit suburbs of Miami prompt store designers to opt for a brighter and airier style for first refurb.