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

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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.

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