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Nigel TAYLOR Published
October 5, 2025
Luxury watch and jewellery purchases have been among the big retail success stories throughout the pandemic, and that’s driven Watches of Switzerland (WoS) Group’s growth which includes opening both new stores and upgrading existing units.
The latest WoS store to upgrade is its North London Brent Cross shopping centre store while sister UK brand, Goldsmiths, has debuted a new store in Whitefriars, Canterbury, featuring a “dynamic new design.”
First, the newly-refurbished Brent Cross showroom “showcases a portfolio of the most prestigious luxury watch brands” including new separate Rolex and Cartier areas and an all-new dedicated space for Italian watch brand Panerai, featuring latest launches such as the Submersible Blue Notte.
These sit alongside other exclusive areas including Breitling and IWC, as well as an “expertly curated” selection of timepieces from Chopard, TAG Heuer, Oris, Tissot, and Rado, as well as British watch brand Bremont.
The store now comes with a bright, contemporary and spacious interior dressed in rich gold and red tones and features a “central sweeping curved island lit by a modern symphony of cascading copper light cylinders”.
Meanwhile Goldsmiths’ new Canterbury store reveals a new interior concept, described as “a luxury retail environment for the future – one that embraces a modern and relaxed way to browse”.
Main features include an increased focus on luxury watch brands within an “experiential in-store environment”; dedicated areas for the Rolex, Omega and Breitling brands; exclusive luxury jewellery collections, including Goldsmiths’ ‘Brightest Diamond’, higher-carat diamond jewellery, and a new limited-edition suite of white gold and diamond pieces.
The store also upgrades the customer experience “centred around luxury hospitality and digital browsing tools.”