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Who we are

Brand Partners Bovet Virtuoso

We have long-standing, collaborative partnerships with the most recognised and prestigious luxury watch brands. Our stores are well-invested and feature a spacious, contemporary, inviting, welcoming, high-end luxury feel, further enhancing the prestigious brands which are showcased.

Breitling Event 18

We are the leading luxury watch specialist in the UK with a growing position in the US.

Our multi-channel leadership has been established through a network which includes multi-brand stores, a presence in travel retail, a strong online platform and a growing portfolio of mono-brand boutiques in partnership with Rolex, TAG Heuer, OMEGA, Audemars Piguet and Breitling. Our well-invested portfolio consists of 131 stores in the UK and 40 stores in the US (as at 1 May 2022).

EST. 1924

Watches of Switzerland is a globally recognised modern, leading retailer of the most prestigious luxury watch brands in the world including Rolex, Patek Philippe, Audemars Piguet, Cartier, OMEGA, TAG Heuer, Breitling, Tudor, Blancpain, Vacheron Constantin, Panerai, IWC, Jaeger-LeCoultre, Piaget, Hublot, Zenith, Breguet, Bovet and Grand Seiko.

Founded in 1924, Watches of Switzerland has been retailing the world’s finest watches for over 90 years. The Company began trading as a mail-order business under the name G & M Lane on Ludgate Hill, and now has stores in leading retail destinations across the UK, in London, Manchester, Glasgow, Birmingham, Brighton and Cardiff. Watches of Switzerland also has a strong presence in Terminals 2, 3, 4 and 5 at Heathrow Airport including three Rolex mono-brand boutiques and a presence in Gatwick North Terminal at Gatwick Airport. In 2018 Watches of Switzerland went international and now has two stores in New York, one in the Wynn Resort, Las Vegas, one in the Wynn Resort, Boston and a recently established presence in the Midwest with a store in Minneapolis.

Watches of Switzerland has an online presence in both the UK ( and the US (  In addition, there is also an online presence with Analog Shift.

Stores WOS Knightsbridge

The Watches of Switzerland Group is very proud to have been selected to operate single brand boutiques on behalf of some of the most important brand partners. These mono-brand boutiques give the opportunity to showcase the timepieces in a more tailored, brand-centric environment within purpose-designed settings.  This enables the ethos and culture of each individual brand to be more thoroughly demonstrated than is often possible in a multi-brand store environment.

The Watches of Switzerland Group operates mono-brand boutiques on behalf of Rolex, OMEGA, TAG Heuer and Breitling in both the UK and the US, Tudor and FOPE in the UK and Audemars Piguet , Grand Seiko and Bulgari in the US.

Stores Mayors Lennox Sq 02
EST. 1775

2016 saw the relaunch of Mappin & Webb and since then the brand has been transformed into a luxury watch and jewellery retailer with stores in key locations such as Manchester, Glasgow, Gleneagles Hotel, City of London and a flagship store on Regent St. Mappin & Webb is destination for Rolex, Patek Philippe, Cartier, OMEGA, Jaeger-LeCoultre and Breitling.

Granted a Royal Warrant by Her Majesty Queen Victoria in 1897, the Company has held a Royal Warrant to each succeeding monarch and currently holds appointments as ‘Jewellers, Goldsmiths and Silversmiths’ to Her Majesty The Queen and ‘Silversmiths’ to His Royal Highness The Prince of Wales.

In 2012, Mappin & Webb’s master craftsman was appointed Crown Jeweller, custodian of the Crown Jewels of Her Majesty The Queen, the greatest honour that can be bestowed upon a jeweller. In 2017 another Mappin & Webb master craftsman was appointed to the position and continues to hold this position.

Store M&W Kingston
EST. 1778

Goldsmiths has been elevated and transformed over the last seven years into a modern, dynamic, luxury watch retailer complemented by a luxury jewellery offer which includes brands such as FOPE, Messika, Gucci, Jenny Packham and Mappin & Webb.

Goldsmiths is the destination for luxury watches such as Rolex, OMEGA, Tudor, TAG Heuer, Breitling and Cartier in key cities including Newcastle, (where the Goldsmiths brand began in 1778), Manchester, Sheffield, Birmingham, Liverpool and Glasgow.

In 1919, Goldsmiths was appointed as a Rolex agency and in 2019 saw the centenary celebrations of the partnership between the Watches of Switzerland Group and Rolex.

2021 has been an exciting year for Goldsmiths with the launch of the new Luxury store concept elevating the portfolio of stores to a new level.

Goldsmiths also trades successfully online with

Stores Goldsmiths Fort Kinaird
EST. 1910

Mayors is one of the most recognised watch and jewellery retailers in the US with a portfolio of stores in Florida and Georgia which include a Rolex boutique located in The Mall at Millenia, Orlando and an Audemars Piguet boutique in Lenox Square, Atlanta.

Mayors is a luxury retailer of watches and jewellery with brands such as Rolex, Cartier, IWC, OMEGA, TAG Heuer, Jaeger-LeCoultre, Vacheron Constantin, Mikimoto, Bulgari, Messika and Roberto Coin, as well as Mayors own collections of bridal, diamond and gold jewellery.

The brand is steeped in a rich heritage, founded by Irving Mayor Getz in 1910 in Cincinnati, Ohio. In 1937, he opened the first Mayors store in the heart of downtown Miami’s business district. When Irving passed away, his son Samuel assumed control and developed Mayors’ reputation as one of the nation’s finest watch and jewellery retailer — a provider of outstanding client service.

Mayors operates a transactional website,  Mayors was acquired by the Watches of Switzerland Group in 2017.

Stores Mayors Merrick Park 1
In This Section Breitling