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Watches of Switzerland

Now open at 100 Liverpool Street

Founded in 1924, Watches of Switzerland are the UK’s number one destination for Swiss luxury watch brands.  This new flagship showroom at 100 Liverpool Street is an exciting return to east London, where the company first began trading on Ludgate Hill.

Arranged over two floors, this impressive new showroom consists of expertly curated luxury timepieces from a selection of the most highly sought-after Swiss watch brands as well as a beautiful VIP lounge and hospitality space offering private consultations, events and watch launches.

Long-standing brand partner Rolex have a commanding presence with a stunning showroom featuring a double-storey window elevation overlooking Broadgate Circus.  The ground floor houses eight beautifully appointed branded areas from partners including Audemars Piguet, Tudor, Cartier, IWC, Jaeger-LeCoultre, Panerai, Hublot and Breitling.

Watches of Switzerland prides itself on its welcoming and long-lasting relationship with its clients, establishing an excellent standard of customer service to ensure even the most discerning horologists find their perfect watch.

If you would like to arrange a visit, contact the showroom, or visit  to book your personal appointment.


100 Liverpool Street

Monday 10:00am - 8:00pm

Tuesday 10:00am - 8:00pm

Wednesday 10:00am - 8:00pm

Thursday 10:00am - 8:00pm

Friday 10:00am - 8:00pm

Saturday 10:00am - 8:00pm

Sunday 12:00pm - 6:00pm

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