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Over 90 Years of Expertise

Our History

Our History Image

The Beginning

Founded in 1924, Watches of Switzerland began trading as a mail-order business under the name G&M Lane on Ludgate Hill in London, dealing solely in the finest Swiss timepieces – a philosophy that shaped the company. By the late 1940s, business was thriving and Lane decided to trade under the name Watches of Switzerland.

Rolex and Watches of Switzerland Image

Rolex and Watches of Switzerland

Today we have 16 Watches of Switzerland showrooms across the UK and 4 in the US. We are privileged to partner with Rolex on seven Rolex Boutiques in prestigious locations such as the Wynn Resort - Las Vegas, Mall at Millenia – Florida, Bond Street – London, Buchanan Street - Glasgow as well as within Heathrow Airport.

The Watches of Switzerland Difference Image

The Watches of Switzerland Difference

Our mission at Watches of Switzerland is to understand our clients even better than we understand the luxury timepieces that we sell. Luxury watches are personal – depending upon your sense of style, your tastes, your lifestyle needs and even your personality. We pride ourselves on the capacity to know what our clients desire – now and all the way along their watch journey.

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