Over 90 Years of Expertise

Our History

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

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

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.

Keep Exploring

Rolex at Watches of Switzerland

Rolex Collection

New Watches 2021

Servicing Your Rolex

Contact Us

Watches of Switzerland is a trading name of Watches of Switzerland Company Limited. Registered Office: Aurum House, 2 Elland Road, Braunstone, Leicester, LE3 1TT, Registered in England and Wales, Company number 00146087. Registered VAT Number 834 8634 04. Watches of Switzerland Company Limited acts as a broker and not a lender and offers finance from Secured Trust Bank PLC trading as V12 Retail Finance and PayPal (Europe) S.à r.l. et Cie, S.C.A., 22-24 Boulevard Royal L-2449, Luxembourg trading as PayPal Credit. Watches of Switzerland Company Limited is authorised by the Finance Conduct Authority. Our registration number is 308710. Credit provided is subject to age and status. Terms and Conditions apply. UK residents only. We may receive a commission if your application is successful, and the amount may vary depending on the product chosen and the amount of credit taken out.