Landmark, the much awaited Watches of Switzerland flagship at 155 Regent Street opened in London on July 15, 2014. The three-story, 17,000 square foot store offers the largest selection of watches in Europe including luxury brands such as Rolex, Patek Philippe and Jaeger-LeCoultre. Global architecture and design firm Callison collaborated closely with Watches of Switzerland to create an environment that would appeal to a wide range of watch buyers from watch enthusiasts to connoisseurs and collectors.

“The Watches of Switzerland Regent Street store is not just about luxury and service,” says Design Director Tom Pulk, of Callison’s New York office. “The intent was to create an intelligent retail environment that offers an immersive retail experience with a theatrical element—catered to each of the distinct client types.”

One Door, Three Stores
Watches of Switzerland is designed as a multi-tiered retail experience, three stores in one. The lower level, the Calibre Room, is designed with a sophisticated international traveler in mind and houses more than 20 watch brands. Light and bright, the space juxtaposes Calacatta marble flooring with stainless steel and walnut fixtures. The ground floor is lined with six boutique showrooms from some of the world’s finest luxury brands for the watch connoisseur. Upstairs lies a sumptuous VIP lounge with smoky marble floors and jewel-toned carpeting and furniture.

Technology plays a key role on every floor. Large display panels showcase product and a touch-screen “time wheel” á la Minority Report invites shoppers to interact with historical content. A bespoke glass elevator and wraparound staircase of marble, glass and metal transport customers between floors. “Landmark is a more than a watch store,” notes Gerald Allbury, Callison Principal in the London office. “It is a store as precisely engineered as the Swiss timepieces it represents. “

Photography © 2014 Callison LLC

About Callison
Founded in 1975, Callison is a global architecture and design firm in retail, corporate, mixed-use, urban planning, residential, hospitality, mission critical and healthcare in markets worldwide. With more than 1000 employees and eleven offices on three continents—Seattle, Los Angeles, Mexico City, Dallas, Scottsdale, New York, London, Dubai, Beijing, Shanghai and Guangzhou—Callison is one of the largest design firms based in the United States. For more information, visit www.callison.com.