On March 14, 2025, Rolex unveiled its largest boutique in Europe, located on London’s prestigious Old Bond Street. More than just a showcase for its latest collections, this boutique is a destination where collectors and watch enthusiasts can immerse themselves in an exclusive retail experience like never before.

Spanning over 7,200 square feet across four levels, every floor is meticulously designed to embody Rolex’s signature identity.

Ground Floor

This is where Rolex’s most iconic timepieces take center stage, including the GMT-Master II, Cosmograph Daytona, and Submariner. The space is accentuated by Rolex’s signature green marble walls and striking art installations featuring gold bezels and green glass, which can be seen from every level.

First Floor

Dedicated to an elevated shopping experience, this floor houses a luxurious lounge, an exclusive bar serving the “1905” signature cocktail inspired by Rolex’s founding year, and two private rooms for a more personalized consultation.

Second Floor

This is the heart of Rolex’s official service center. Through a transparent glass partition, visitors can witness expert watchmakers meticulously working on everything from routine servicing to complete restorations.

Lower Ground Floor

A haven for collectors, this level features a dedicated space for Rolex Certified Pre-Owned (CPO). Here, enthusiasts can discover rare models like the John Mayer Daytona and the GMT-Master II White Gold Meteorite Dial. Additionally, this floor houses a rotating exhibition area that showcases Rolex’s rich history, with curated displays refreshed every six months.

For over a century, Rolex has partnered with the Watches of Switzerland Group to redefine the luxury retail experience. Every detail of this boutique has been carefully considered—from the choice of materials to the ambiance it exudes. Even the boutique’s sales consultants undergo an intensive six-month training program to ensure unparalleled service for every visitor.

More than just Rolex’s largest flagship boutique in Europe, this space marks a new era in luxury retail, where heritage, innovation, and craftsmanship come together to create an unforgettable experience.

So, are you ready to step inside?