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The Watches of Switzerland Group advances on its mono-brand boutique expansion strategy with a trio of openings in Plymouth’s Drake Circus Shopping Centre

The Watches of Switzerland Group, the UK’s largest luxury watch and jewellery specialist, has opened three mono-brand watch boutiques in Drake Circus shopping centre, Plymouth. The three boutiques, representing OMEGA, TAG Heuer and Breitling, opened on 1st October 2021.

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Drake Circus is Plymouth’s premier shopping destination with 70 independent and national brands under one roof. The three stores are situated side by side on the upper level of the Mall, in close proximity to the Apple store. As well as being the first time the Watches of Switzerland Group has invested in this coastal Devonshire city, these boutiques are unique to the centre, being the only mono-brand watch boutiques in Drake Circus.

 These flagship single floor stores have been designed to the highest luxury specification in conjunction with each brand’s interior design teams. The internal fit outs and external façades embody the values and ethos of these brands with their signature styles reflected to deliver unique and fully immersive retail experiences.  This can be seen with the Breitling boutique, which is designed as an urban industrial loft, where customers can feel completely relaxed and at home thanks to its informal and unhurried atmosphere.  Or, the refined design of the OMEGA boutique, with its sophisticated surroundings. Featuring, gold, leather, and rich wood, combined with exclusive lighting to create a cosy atmosphere, that perfectly highlights the exquisite collection of OMEGA watches.

 Andrea Nunziata, Swatch Group UK Limited Country Manager & OMEGA Brand Manager said “We are delighted to open in partnership with the Watches of Switzerland Group, in such a significant development in Drake Circus. It will be the natural place for all OMEGA enthusiasts in Plymouth to find the full extent of our collections.”

"We see this as a major opportunity to introduce customers at Drakes Circus to these exceptional brands, which represent the best of Swiss watchmaking. They are brands with a rich history and with such exciting new releases on the horizon, I’m looking forward to welcoming customers into these luxury boutiques to discover more."

Craig Bolton Watches of Switzerland Group Executive Director


Speaking about their new boutique, Rob Diver, Managing Director of TAG Heuer UK and Ireland said: “We are delighted to be opening a new TAG Heuer Boutique in the Drake Circus Shopping Centre in Plymouth with the Watches of Switzerland Group. We are looking forward to welcoming existing customers of the brand as well as introducing new customers to a full TAG Heuer experience. The opening comes at an exciting time for the brand having just revealed our new Aquaracer Night Diver collection.

 These boutique openings will enhance Drake Circus’s expanding luxury portfolio alongside brands such as Tommy Hilfiger, which opened a boutique in August 2021. This trio of mono-brand boutiques in Plymouth follows the Group’s recent opening of three mono-brand boutiques in St James Quarter development in Edinburgh dedicated to OMEGA, Breitling, and Goldsmiths and is an integral part of the Group’s multi-channel expansion strategy, alongside multi-brand stores, airport, and online retail opportunities, in its existing markets of the UK and the US.  The Group also recently announced the intention to enter the EU as part of its Long-Range Plan.