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Celebrating 100 Years

Centenary Anniversary100 YEARS OF LUXURY

With a century of excellence in the luxury watch industry, Watches of Switzerland has become a trusted destination for watch enthusiasts around the world.

NEW IN & EXCLUSIVE | Celebrating 100 Years

To celebrate our 100th anniversary, we have partnered with some of the world's most esteemed brands, to bring you a range of new and exclusive limited edition watches over the course of the next year.

We are proud to announce our latest exclusive release with DOXA, the Sub 200T Edition. Embracing a sleeker diameter of 39 mm, this timepiece captures the essence of modernity and adaptability.


This exclusive timepiece features a beautiful Seafoam green dial with gold dial markings and a date index. The case back is engraved with the Watches of Switzerland logo. The Sub 200T Seafoam comes with the iconic ‘beads of rice’ bracelet and an additional NATO strap in the same green colour to match the dial – a colourway that was exclusively created for us to celebrate our centenary. This piece is powered by a self-winding movement with a 38-hour power reserve and a water resistance of 200 metres.

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OMEGA Speedmaster Collection

After rigorous training and testing, NASA issued an OMEGA Speedmaster Chronograph to astronaut Neil Armstrong for use during the Apollo 11 mission of July 1969 - a feat for man, and horology! Since then, an OMEGA Speedmaster Moonwatch has been part of all six moon landings.

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From the 1930s through to the 2000s, join Ken Kessler and David Lindsay as they journey through the decades and explore watches inspired by and significant to past eras.

The 1930s

The 1940s

The 1950s

The 1960s

The 1970s

The 1980s

The 1990s

The 2000s


Watches of Switzerland story begins in 1924 with a gentleman named Maurice Lane, who forms a company selling watches by mail order. G&M Lane & Co as Watches of Switzerland was originally known, opens its first office at 26 Ludgate Hill, in the City of London.

By the 1960s, Watches of Switzerland builds a reputation for selling the finest Swiss watches and offering an unrivalled standard of service. As a result of this, leading luxury Swiss watch brands began advertising its collaboration with Watches of Switzerland, the beginning of our strong brand partnerships.

In the 90th year of Watches of Switzerland, the “Golden Triangle” is launched with the opening of a flagship showroom at 155 Regent Street, Europe’s largest showroom devoted to luxury watches – a feat of both staggering design and horological excellence – followed by the launch of a store on Oxford Street in October 2015 and Knightsbridge in June 2016.

In 2018, Watches of Switzerland went international and now has showrooms spanning seven states including New York, New Jersey, Nevada, Massachusetts, Texas, Minnesota and Ohio.

Breitling Monobrand


Our world is one of horological obsession. Finding the luxury timepiece for you is what makes us tick, and thus we endeavour to make our showrooms and the service within them extraordinary.

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