Welcome back to an aBlogtoWatch original series, where we discuss important stores that sell watches all over the world. Each store we profile has an interesting story to tell about where they operate and who they sell to. Whether you buy watches from brick and mortar retailers or prefer to buy watches online, these are the stores that help shape our watch culture around the globe. There is a long list of stores to cover, but if there is a retail location in your favorite city that we simply can’t miss, let us know in the comments below. Here is a map of stores we have covered so far.

Where to buy watches in London, England?

Serving London with 5 locations and many more through the U.K., Watches of Switzerland (part of the Aurum Group) has been serving their customers for 95 years. As an authorized dealer for more Swiss brands than any other UK retailer, they will welcome you to any of their 15 showrooms with a glass of champagne.

Advertising Message

Watches-of-Switzerland-London-791 aBlogtoWatch (ABTW): What types of watches are popular in your market? What makes London a unique place to buy watches?

Watches of Switzerland: The great thing about our company is that we have the privilege to work with a lot of brands that cater to many clients’ tastes and preferences. Whether it is a personal choice or a gift, first timepiece or additional watch to your collection, we share the experience and deliver it to all clients and visitors. From a novice to a connoisseur, we welcome those who want to learn and be educated about timepieces and ones who can share some history from their collection. 


One of the main attractions for me is the fact that anything is possible and everything can change at the same time. London attracts investment, development, and tourism, so it therefore creates great opportunity for bringing an element of surprise to anyone who visits, or as a place to live, grow, and enjoy, all in one. Our capital will see all major events in the watch world and we as a brand happen to host some of the most important ones whether it is to celebrate novelties in the watch world or launching a new, exclusive collection. This makes London hard to miss if you’re looking for something truly unique.


ABTW: What would you tell watch lovers in other cities about the tastes of watch lovers in London?

Advertising Message

Watches of Switzerland: The beauty of living in London is that you meet people from around the world all the time, and their taste or what they look for come with as much diversity. London watch lovers are educated, demanding, and definitely competitive, however also adaptable.


ABTW: Do you serve mostly locals or tourists, or is it a good mix? Also, what percentage of your customers would you call “knowledgeable watch collectors?”

Watches of Switzerland: We serve all, and throughout the year we meet a good mixture of international travelers, as well as our local clients and friends of the brand. Those that come with knowledge of watches will definitely walk away with a WOW factor and even more knowledge, and the lucky ones that visit us for the first time can easily count time to becoming future enthusiasts with our support on their journey.


ABTW: What is London best known for? What do visitors have to do, see, or eat while there?

Watches of Switzerland: Big question to answer, but I will try: it is known for diversity, never-ending energy, uniqueness, and novelty. Colourful Londoners bring a unique personality to visitors. We are great for sightseeing, eating out, and sharing experiences that create moments that last a lifetime. London is a window to other great cities and places to see in Great Britain, I have not met anyone who is not proud of London. You cannot get bored with London.


ABTW: As a business, do you sponsor or participate in any local events, watch-related or otherwise?

Watches of Switzerland: We do participate in a lot of events within the world of watchmaking, jewellery, charity, or art. Experience is at the heart of our vision and values whether we bring people together for a celebration or a great cause.


ABTW: What are some of the watch brands you are known for carrying? If you could pick a watch brand or model that epitomizes the culture or style of London what would it be?

Watches of Switzerland: We partner with Brands from Richemont Group, Swatch Group, and also independent brands. There is no one brand that showcases the colourfulness of London but it does sound like a good idea and challenge to our business patterns.

Advertising Message

Subscribe to our Newsletter