Watches of Switzerland has been slow to capitalise on the surging demand for low volume artisan independent watchmakers over the past two years, but it is making up for lost time now by introducing a showroom dedicated to MB&F as part of a major refurbishment of its 155 Regent Street flagship.
The 218 square metre lower ground floor Calibre Room, which used to be used as a multibrand and pop up event area, has been re-modelled to create branded boutiques for Breitling, Tudor, Hublot, Panerai, Zenith, TAG Heuer and Longines.
MB&F also has its own boutique, its only point of sale in the UK.
“London is an essential hub within the watchmaking world. We were present here for about a decade, but then took a break for several years until we found the perfect retail partner with Watches of Switzerland and the beautiful Regent Street location. We are thrilled to be back,” says Max Büsser, owner and creative director of MB&F.
Each of the new brand boutiques gives customers a more immersive brand experience than before with larger spaces, seated areas, and enhanced product offering, Watches of Switzerland says.
Watches of Switzerland first opened on Regent Street in 2014, the first of its ‘golden triangle’ of showrooms that also includes locations on Oxford Street and Brompton Road in Knightsbridge.
Known to customers and the industry as simply 155, the Regent Street store has gone through a series of updates including a 50% increase in space dedicated to the Rolex room.
