Watches of Switzerland is a luxury watch retailer whose name dates to 1924 and which today forms the flagship banner of the Watches of Switzerland Group, a publicly listed company headquartered in Leicester, England. The group is the UK's largest retailer of luxury watches and has expanded significantly in the United States since 2017.

The retailer is an authorized dealer for the leading Swiss watch brands, including Rolex, Patek Philippe, Audemars Piguet, Cartier, Omega, TAG Heuer, Breitling, and Tudor, with brand availability varying by showroom. Its store network includes multi-brand flagships on London's Regent Street and Oxford Street, as well as US flagships in New York's SoHo and Hudson Yards and in Las Vegas. The group also operates mono-brand boutiques in partnership with individual watch houses.

The Watches of Switzerland Group listed on the London Stock Exchange in 2019 and also owns the Goldsmiths and Mappin & Webb banners in the UK and the Mayors chain in the southeastern United States. The group sells certified pre-owned watches, including participation in the Rolex Certified Pre-Owned program, alongside new timepieces and luxury jewelry.

Watches of Switzerland sells through its physical showrooms and separate UK and US e-commerce sites, offering in-store consultations, servicing, and registration of interest for supply-constrained models.

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Watches of Switzerland is the UK's largest luxury watch retailer and a fast-growing force in the US market, with flagship showrooms in London, New York, and Las Vegas. It is an authorized dealer for Rolex, Patek Philippe, Audemars Piguet, Omega, Cartier, and other leading houses, and sells certified pre-owned pieces including Rolex Certified Pre-Owned.