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Future of British Business

Top Rolex Dealer in London Plans 8-Fold Expansion to Meet Booming Demand

  • UK boutique will be eight-times the size of current shop
  • Demand for the watches surged during Covid amid cheap credit
Demand for Rolex watches surged during the pandemic.

Demand for Rolex watches surged during the pandemic.

Photographer: Chris J. Ratcliffe/Bloomberg
Updated on

The UK’s leading Rolex dealer, Watches of Switzerland Group Plc, will relocate its flagship store to a much larger London location, underscoring its faith in strong demand for the storied Swiss brand.

Watches of Switzerland will move its current Rolex Boutique in London from a 900 square-feet (84 square meters) location on Bond Street to a new 7,200 square-feet space on nearby Old Bond Street in 2023, the company said in its first-quarter trading update Tuesday.