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Goldsmiths unveils its luxurious new concept, at Churchill Square, Brighton

Goldsmiths, one of the UK’s leading luxury watch and jewellery retailers and part of the Watches of Switzerland Group, has opened its doors today to unveil, its dynamic new design at its Brighton showroom, at Churchill Square.

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The Brighton showroom is only the third of Goldsmith’s new concept showrooms to open, following the opening of the Canterbury and Reading showrooms during October. The showroom reveals a whole new interior concept, as well as an exceptional new line up of luxury timepieces from the best names in Swiss watchmaking alongside world-renowned fine jewellery brands. Goldsmiths has created a luxury retail environment for the future – one that embraces a modern and relaxed way to browse.

The updated retail concept combines:

• Increased focus on luxury watch brands and a ‘relaxed, inclusive, and experiential’ in-store experience that make Goldsmiths the leading destination for luxury watch and fine jewellery lovers
• Dedicated areas for OMEGA, Breitling and Tudor
• Luxury Swiss watch brands TAG Heuer, Longines, Tissot and Rado
• Complementary fine jewellery offering, featuring FOPE and Roberto Coin
• Fine jewellery highlights include exclusive collection, Goldsmiths’ Brightest Diamond as well as a curated collection of higher-carat diamond jewellery and a new limited-edition suite of white gold and diamond pieces
• Customer experience centred around luxury hospitality and digital browsing tools

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The beautiful new showroom houses a gorgeous collection of luxury Swiss watches, including exclusive timepieces from a number of world famous brands. Shoppers will have the chance to experience such amazing models as the dramatic and enduring OMEGA DE Ville Prestige Co-Axial 32.7mm which exudes elegance and features an impressive two-zone, white mother-of-pearl dial – or the Breitling Chronomat 42mm, with its red gold and anthracite dial, that is perfectly matched to a black rubber strap.

The showroom also features Goldsmiths’ own Exclusive Brightest Diamond featuring its very own proprietary stone cut. This Goldsmiths stone has 88 facets – 30 more than a standard stone, which it has used in three wonderfully romantic engagement ring collections as well as eternity rings, earrings and necklaces. Thanks to the additional facets, cut into an innovative pattern unique to Goldsmiths, brilliance, fire, and scintillation are all amped up in these stones, infusing a superior sparkle.

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The new calm, yet dynamic, space in which these luxury watch and fine jewellery brands are showcased was conceived in partnership with the award-winning UK-based design collective Quadrant Design. Light, uncluttered spaces in a monochrome palette of luxurious materials such as white-washed oak timber, white terrazzo and blackened steel have been combined with visual architectural forms that include repeating vertical lines and soft curves inspired by the Goldsmiths logo. It marries contemporary luxury design with a relaxed atmosphere and presents guests with both in-store and digital browsing tools.


"This is a significant milestone for Goldsmiths. Luxury today has become far more relaxed, inclusive, and experiential, so while we are elevating the Goldsmiths brand position, our goal is to make everyone feel valued and at home when visiting our stores. Our ambition is for everyone to have a memorable luxury experience long after they’ve made their purchase. We believe the repositioning and new showroom concept will transform not just the Goldsmiths profile and experience but bring some fresh life to our high streets and we are delighted to launch in Brighton."

Craig Bolton Executive Director of the Watches of Switzerland Group


"We are thrilled to see this re-designed showroom open its doors at Churchill Square. The well thought-out, luxurious design will make shopping for luxury watches and jewellery a wonderful experience this Christmas. The investment in this new store shows great confidence in bricks and mortar retail and the need for face-to-face customer service in the luxury sector and we're sure Brighton’s shoppers will love experiencing what Goldsmiths has to offer."

Mark Buchanan-Smith Centre Director at Churchill Square