Just this morning, on the corner of Old Bond Street in Mayfair, London, a green ribbon was cut. With one hand on each arm of the scissors, Brian Duffy and Jean-Frédéric Dufour jointly declared the opening of the newest Rolex boutique, which happens to be the largest in Europe. This perfectly situated store represents the culmination of a century-long partnership between Watches of Switzerland and high quality Rolex replica watches.
As I overheard someone say, the space looks and feels distinctly Rolex, even if the logos weren’t present—an observation I wholeheartedly agree with. Rolex green colors the walls, while signature fluted bezel motifs appear throughout in ways that feel quintessentially AAA UK Rolex fake watches without being overtly branded. The completely renovated space balances grandeur and intimacy. Spanning four floors and 1100 square meters (~11,800 square feet), it offers expansive luxury while maintaining a welcoming, personal atmosphere.
I was fortunate enough to attend this morning’s press opening of what can only be described as an architectural and retail triumph. Upon walking in, it felt worlds apart from entering a typical retail establishment. Watches of Switzerland (Hodinkee’s parent company) and best replica Rolex watches have devoted nearly one and a half years to this project, and that time and consideration is evident down to the smallest details. Seven different types of marble adorn the ground floor, and the building itself possesses remarkable bones. It was constructed in 1886 as a bank and was only converted into retail space within the last forty years.
Of course, Rolex is intrinsically linked to London, with Hans Wilsdorf founding the company here in 1905. A distinguished portrait of him graces the ground-floor wall, which highlights the current Rolex collection. On this floor and the one above, guests can both admire and acquire these masterpieces with assistance from expert sales consultants. These professionals have completed six months of rigorous training to handle any scenario and provide seamless, personalized guidance throughout the purchasing process. Luxury fake Rolex GMT Master II, Cosmograph Daytona, and Submariner watches are the featured products on these floors. At the rear of the ground floor stands a stunning atrium featuring Rolex green glass and floating Rolex crowns. While each of the four floors offers a distinct experience, this vertical link unifies them all, spanning thirteen meters (~43 feet) in height.
“Everything that you see in the boutique has been created with time, care, and attention with many unique features that establish it as a true flagship destination. Maintaining the core belief of the Rolex founder that the best can and must always be made better.”
– Brian Duffy, CEO of Watches of Switzerland
As guests descend to the lower level, they encounter what can only be described as a Rolex collector’s paradise. This floor features an incredible selection of Certified Pre-Owned Rolex timepieces, rivaling any such display anywhere else in the world. A John Mayer Daytona, Tutti Frutti Yachtmaster, and GMT Master II White Gold with Meteorite dial are among the stunning pieces on display. I was informed that additional rarities, including a Comex Sub, are still en route from Geneva. This floor also houses a rotating display that will change every six months, featuring different elements of Rolex’s illustrious history—currently showcasing the evolution of the top Rolex GMT-Master copy watches UK.
I recommend taking the elevator between floors, as it travels alongside the magnificent green bezel display, giving visitors a unique perspective on what has to be one of the most impressive features of the store. Upon reaching the first floor, visitors enter a space designed for comfort and exclusivity. From the very moment you walk into the boutique, the customer service is world-class, and there’s no better physical representation of this than this floor, which features an elegant lounge area, a fully functioning bar, and two private rooms offering VIPs a more intimate shopping experience. The bar isn’t just for show—it’s fully operational, serving the signature “1905” cocktail developed exclusively for this location. I can’t wait to try one, perhaps while contemplating that Comex Submariner en route from Geneva.
This floor also displays some of Swiss movements replica Rolex‘s current gem-set models watches, strategically positioned near large windows that maximize natural light to highlight the precious stones. The atmosphere is undeniably refined and inviting. Portraits of tennis greats Roger Federer and Jannik Sinner subtly remind visitors of the brand’s deep connections to the world of sport.
One flight up, the top floor is dedicated entirely to a Rolex Authorized Service Centre, demonstrating Rolex’s unwavering commitment to quality. Upon entering, several smaller workstations are visible, along with viewing windows into a workshop where watchmakers, polishers, and technicians meticulously attend to everything from simple bracelet adjustments to complete movement overhauls. I was entranced by such artistry and technical proficiency—watching these artisans disassemble and reassemble China wholesale copy Rolex watches firsthand is entirely mesmerizing.
It’s a definite must-visit. If you can’t make it just yet, we’ll bring you an exclusive walkthrough of the space on Instagram, so be sure to stay tuned for that tomorrow. The boutique represents a thoughtful blend of Swiss made Rolex super clone watches‘ rich heritage with contemporary luxury retail concepts, much like their signature “1905” cocktail—a fitting tribute to the brand’s London origins and its continuing evolution.
The boutique opens Friday, March 14, at 34 Old Bond Street, London. More information about the location, hours, and contact information can be found here – but for now, enjoy this look inside the new home for Rolex replica watches site UK in London.
