Watches of Switzerland – Broadgate


Taking inspiration from the famous Richard Serra Fulcrum Sculpture which is situated directly opposite the new Watches of Switzerland entrance at Broadgate, we created a design that echoed the sharp angular forms from the sculpture and used this as a design language throughout. Upon entering the store, the customer is greeted by a large illuminated onyx backdrop with an in-built digital screen. The illuminated onyx is positioned at angles that link back to the external sculpture creating a feature that is also echoed throughout the store in the gold metal unitary which adorns the first floor VIP lounge.

The shopfront boasts 3 elevations, wrapping the entire corner of the new Broadgate development. Whilst housing many brands within the Watches of Switzerland store, we wanted to create a design that would wrap each elevation together to emphasise the scale of the store and also create a design that would work in synergy with each of the watch brands’ own unique identity. We created a fret cut pattern inspired by the intricate workings of a watch strap to create a high-level treatment that not only wrapped the store in a uniform treatment but also created a privacy screen to the first floor in which accommodates a watch VIP lounge. Along with fret cutwork, we also added an illuminated portal to wrap around each of the windows which really allows the unit to sing as a beacon within the development, especially at night when the colour of the lighting can be customised to suit a brand event or function.

The Ground Floor forms a luxurious watch room, boasting Rolex and Omega as the anchor brands with their own ‘shop-in-shops’ with dedicated shop front displays and branding. Alongside, Cartier, Audemars Piguet, IWC, Jaeger-LeCoultre, Panerai, Hublot and Breitling, are all featured within the watch room. Each brand with its own unique yet instantly recognisable styled furniture, set within an illuminated stainless steel brand niche, to help tie the brands together within the space. With so many brands and space at a premium, two brands were installed within a retractable/sliding brand niche, capable of withstanding loads up to two-ton each, to maximise every millimeter available whilst ensuring ongoing maintenance is achievable.