Skip to main content
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 Zenith, the Chronomaster Sport. Available in a limited edition of 100 pieces, the Chronomaster Sport exclusive captures the shared heritage of the two leading industry experts.


Available in a limited edition of 100 pieces.

To commemorate the centenary anniversary of Watches of Switzerland, ZENITH have crafted the engraved 1/10th of a second bezel on top of the 41mm steel case in deep blue ceramic for the first time in the Chronomaster Sport collection. Unmistakably a Chronomaster, the dial features ZENITH’s signature tricolour counters in shades of grey. The watch is available on a three-link steel integrated bracelet or the new option of a blue rubber strap, exploring a different side of sportiness.

Shop The Watch Shop All Zenith


Sign up to our newsletter to keep up to date with our latest exclusive launches throughout 2024 as part of our 100 year anniversary.


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.

Shop The Collection


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.

Find A Showroom Book An Appointment
Back To Top