Watches of Switzerland on Regent Street, London has undergone its first major redesign since opening in 2014. The ground floor has a 50% increase in space dedicated to the Rolex boutique alongside new counters and seating to “enhance the ambience and environment”.

The luxury store has been refurbished with new lighting, flooring and decadent finishes.

Watches of Switzerland chief executive Brian Dufy said: “Yesterday’s Rolex boutique launch at 155 Regent Street was a great occasion and a fantastic experience for our clients, to end what has been our Centenary year of celebrations of our partnership with Rolex.