Sneaker Time in New York City combines rare, investment-class luxuries from Nike, Adidas, Hublot and Grand Seiko.
The Watches of Switzerland Group will open the boutique next year in Westfield London shopping centre.
watches of switzerland
A magnificent seven stars of the British watch retail industry made the list of finalists for this year's Outstanding Contribution to Retail Award, but there could be only one winner.
The United Kingdom is one of the most sophisticated markets in the world for brick and mortar stores that keep people flocking in for exceptional personal service when buying watches.
The purpose-built facility houses a team of experts that includes over 10 watchmakers, two polishers and three administrators.
Far Eastern horology mixes with the venerable Swiss maisons at Canary Wharf showroom.
Hollywood actor and IWC brand ambassador Dev Patel joined chief executive Christoph Grainger-Herr and Watches of Switzerland CEO Brian Duffy for the ribbon-cutting.
Team WOSG will ride 45 or 90 miles this weekend in aid of the charity that supports young entrepreneurs.
The group's shares were broadly unaffected by the news. They are priced at 284 pence per share today, close to the IPO price of 270p and down from a peak of 315p in early post-IPO trading.
Airside locations have become a strong focus for the group in recent years where non-EU passengers can buy goods without 20% VAT.