Watches of Switzerland
Designed to cater to the discerning watch buyer, Landmark, Watches of Switzerland makes a swanky entry onto one of London’s high-profile destinations, Regent Street. The store’s physical manifestation is a translation of the soul-stirring effect that Swis
Three levels of Swiss luxury proclaim at this 17,000 sq. ft haven of watches. Three floors, three different experiences for different customer needs. Located in a historical looking building, Landmark has a ready plate of a glamourous facade. Quite surprising for a watch store, a specialised team of visual merchandisers takes personal care of altering the window displays every once in a while to maintain the fresh feel of the store. The entry to the ground floor level exposes the customer to the world’s finest luxury watch brands presented like six boutique showrooms. With the advantage of 17,000 sq. ft of space, the store has space to host hundreds of people at once, accommodating “in-store theatre” exhibitions, events and interactive screens. With digital media playing a huge role in communicating retail ideologies today, such a luxury destination cannot shy away from it. In fact, news, scheduled in-store events, video interviews and brand-specific information are relayed on the video screens which help establish a better customer connect. The digitised technology is seamlessly integrated with the architectural language of the store. The ground floor is the introduction point between Watches of Switzerland and the customer. So, a very neutral material and colour palette dictate the ambience. The customer can then decide his further course of journey towards the basement or the upper floor level. With an entirely different look, the basement level called the Cailbre Room by the brand is designed to cater to the international traveller. This client is typically an international traveller, has a limited amount of time to spend in the store, is a decisive shopper and values speed, efficient service, wide product range and an overall gratifying experience. Also, at this level, are the store’s repair and cleaning section. A lounge is a must-have for a destination which spells luxury like Landmark does. Calacatta marble flooring with walnut and stainless steel fixtures and with the accents of the lighting, the space beckons a bright atmosphere. Quite an interesting piece of technology, called ‘the time wheel’, lets the customer explore various
time-pieces. An interactive element in the store, it adheres to the customer’s curiosity while at the same time offering insight into the heritage of the brand. Customers can engage and interact with historical content via the multi-lingual touch screen interface as part of the educational customer experience. Such a feature in the store connects the brand heritage with the trending times today. The upper floor is the most luxurious section of the entire store (Yes! It can get more luxurious). This floor is dedicated to the avid watch collector and the atmosphere calls out to the store’s VIP clients. A highly personalised experience entices with five luxuriously-appointed, ultra high-end brand boutiques and a sumptuous VIP lounge. The interior elements of this space have also been chosen accordingly. This floor sports the darkest palette of all three floors, inviting the customer to stay for a longer duration. Smoky marble floors and jewel-toned carpeting and furniture mark an aura of sophistication. With three distinct languages co-existing in the same store, the entire place poses as a singular entity. Graphics and signage in the store clearly convey the zones so that the customer can get a clear idea as to where he wants to go.