London is one of the great watch-buying capitals of the world, and this guide rounds up the best luxury watch shops in London for 2026. From the gilded boutiques of Mayfair to the historic arcades of Piccadilly, the capital offers an unrivalled range of luxury watch retailers. Whether you’re hunting for a brand-new Rolex, a rare pre-owned Patek Philippe, or a historically significant vintage piece, London has you covered. This guide covers heritage institutions and exciting recent arrivals alike, so you know exactly where to start. If you’re planning a wider shopping trip, our Mayfair shopping guide is a useful companion piece.
The Best Luxury Watch Shops in London for 2026
Below is our pick of the best luxury watch shops in London right now, covering new watches, certified pre-owned pieces, vintage specialists and auction houses. Each entry includes an address and, where relevant, a link to the retailer’s own site.
Rolex Boutique — 34 Old Bond Street, Mayfair
The defining watch retail opening of recent years, the Rolex flagship on Old Bond Street is now the most talked-about watch destination in London. It opened in March 2025, in partnership with the Watches of Switzerland Group. The boutique occupies a prime corner space at 34 Old Bond Street — a building that previously housed both Gucci and Versace. In total, it spans 7,200 sq ft across four floors, each designed to immerse visitors in the Rolex world.
What’s Inside
The lower ground floor is dedicated entirely to Rolex Certified Pre-Owned watches. It is divided into two areas: an exhibition exploring 120 years of Rolex history, and an elegant study with a relaxed bar. Meanwhile, the first floor showcases rare and gem-set pieces. The second floor, in turn, houses a full Rolex Authorised Service Centre, where five watchmakers, two technicians, and a polisher work in a glass-walled workshop visible to visitors.
Whether you’re buying, browsing, or simply want to understand what Rolex is all about, this is the place to start.
Address: 34 Old Bond Street, London, W1S 4QL
Somlo London & Omega Vintage — Burlington Arcade, Mayfair
For vintage watch lovers, Somlo London is arguably the single most important of all the luxury watch shops in London. Founded by George Somlo over four decades ago, the business established itself as a specialist in fine antique pocket watches and vintage wristwatches in Mayfair. The stock is extraordinary in its breadth: the Burlington Arcade store features timepieces covering over 400 years of horology, from early 16th-century pre-balance spring pocket watches and fine enamels to complicated repeaters and elegant Art Deco cocktail watches.
The World’s Only Official Omega Vintage Store
What truly sets Somlo apart is its unique global status. In fact, Somlo London is the only Official Omega Vintage store in the world. As a result, every piece comes with a two-year Omega Vintage guarantee and an Extract from the Archives. The family business now also includes Daniel Somlo, a qualified Omega watchmaker. He specialises in vintage Omega Speedmasters and is considered an authority on rare pieces. Somlo is also a regular participant in London Watch Week, which reflects its central place in the city’s collector community.
Address: 35–36 Burlington Arcade, London, W1J 0QB Website: somlo.com
Watches of Switzerland — 155 Regent Street, Mayfair
For new luxury watches under one roof, the Watches of Switzerland flagship on Regent Street remains essential. It’s Europe’s largest showroom devoted solely to luxury Swiss watches. Inside, a triple-fronted, dark wood storefront leads to three floors of marble and glass, including a VIP lounge at the top.
An Unmatched Brand Selection
The range of brands on offer here is genuinely hard to beat, which is exactly why it’s one of the best luxury watch shops in London for new-release variety. There are 12 individual boutiques on site, including a Patek Philippe shop-in-shop — the only one of its kind anywhere in the world. Additionally, more than 20 brands are represented in the Calibre Room downstairs, alongside an area for servicing and restoration. Beyond Regent Street, Watches of Switzerland also has London locations on Oxford Street, in Knightsbridge, and at Canary Wharf.
Address: 155 Regent Street, London, W1B 4EA Website: watches-of-switzerland.co.uk
Watchfinder & Co. — The Royal Exchange, City of London
Now firmly established as the go-to destination for pre-owned watches in the City, Watchfinder & Co.’s flagship boutique sits within the opulent courtyard of the Royal Exchange. It’s now considered one of the top luxury watch shops in London for certified pre-owned pieces, offering more than 500 watches from brands including Rolex, Omega, and Cartier. Part of the Richemont group, Watchfinder combines the depth of a major online retailer with genuine in-person expertise. Furthermore, the Royal Exchange setting — one of London’s most architecturally spectacular shopping destinations — makes this a particularly memorable place to browse.
Address: 19 The Royal Exchange, Bank, City of London, EC3V 3LQ Website: watchfinder.co.uk
Time+Tide London Discovery Studio — Great Portland Street, Fitzrovia
One of the most exciting additions to London’s watch scene in recent years, the Time+Tide Discovery Studio has quickly become a community hub for collectors. Located on the first floor at 4 Great Portland Street, near Oxford Circus, it features ten permanent brands on sale alongside a rotation of others. There’s also a bespoke gallery space called the “White Room”, where new brands and displays are constantly exhibited. No appointment is necessary, and it’s open Monday to Saturday.
This is the place for collectors interested in independent and emerging watchmakers — brands you simply won’t find in the mainstream boutiques on Bond Street. Since opening, it has already hosted major events, including collaborations with TAG Heuer, Toledano & Chan, and the British Watchmakers’ Alliance.
Address: 4 Great Portland Street, London, W1W 8QJ Website: timeandtidewatches.com
Bucherer — Knightsbridge & Covent Garden
The Bucherer group is an official Rolex retailer. Notably, their Knightsbridge watch shop is the largest Rolex boutique in all of Europe. In addition to new Rolex watches, Bucherer stocks certified pre-owned pieces and a broad range of other prestige Swiss brands. With further locations at the Royal Opera House in Covent Garden, on Oxford Street, and at Westfield London, that reach makes it one of the most accessible luxury watch shops in London.
Addresses: One Hyde Park, 100 Knightsbridge | Royal Opera House, Covent Garden | 400 Oxford Street Website: bucherer.com
Second Time Around — Grays Antiques Market, Mayfair
Established in 1985, Second Time Around is one of London’s longest-running and most respected pre-owned watch dealers. Located within the world-famous Grays Antiques Centre on Davies Street, the shop buys and sells across all the major luxury brands — Rolex, Omega, Cartier, and TAG Heuer among them. The Evening Standard once named them the largest British dealer in second-hand Rolex watches. Consequently, the shop has maintained that reputation for four decades. The constantly rotating stock and knowledgeable staff make this a perennial favourite for pre-owned hunters.
Address: Grays Antiques, 58 Davies Street, London, W1K 5LP Website: secondtimeround.com
Diamond Brothers — South Molton Street, Mayfair
Founded in 2020 by best friends Ben Gallop and Charlie Snow, who both trained in Hatton Garden, Diamond Brothers has quickly become one of Mayfair’s most approachable destinations for luxury watches. Its South Molton Street showroom holds over 150 watches from all the major brands, both brand-new and pre-owned, so it’s a useful stop whichever route you’re taking.
Checked, Guaranteed and Open on Sundays
Every piece is inspected by the in-house watchmaker and comes with a 12-month warranty, which gives buyers real peace of mind, especially on pre-owned pieces. The showroom welcomes both walk-ins and appointments, including on Sundays, which is rare among luxury watch shops in London. Beyond watches, the team also designs and makes bespoke jewellery to order.
Address: 13 South Molton Street, London, W1K 5QW Website: diamondbrothers.co.uk
Watches and Jewellery of Bond Street — New Bond Street, Mayfair
Founder Raj Jain began his career as a trusted buyer for the Maharajas of India. Since then, the shop has built a reputation as one of the most recognised dealers in vintage and rare watches in London. Positioned on New Bond Street, it offers a carefully curated selection of investment-grade and historically significant timepieces. As a result, it regularly attracts serious collectors seeking pieces rarely found elsewhere.
Address: 74 New Bond Street, London, W1S 1RT
Fellows Auctioneers — Mayfair
For those who prefer the auction route, Fellows is one of the strongest options in the UK. It’s one of the UK’s leading auction houses for luxury watches, with regular sales offering an excellent opportunity to acquire rare, vintage, and collectible timepieces. Online bidding is available, which makes their London sales accessible wherever you are. In particular, auction is a good route for unusual or collector-grade pieces, where open competition tends to establish fair market value.
Address: 2nd Floor, 3 Queen Street, London, W1J 5PA Website: fellows.co.uk
Ian Blowers — Mayfair (By Appointment)
Hull-based Ian Blowers Jewellers carries one of the finest reputations in British independent watchmaking. Their by-appointment Mayfair boutique is where serious collectors come for pieces — Hublot, Richard Mille, Tudor — that are simply unavailable through mainstream retail. Because the business remains family-owned, service is personal and genuinely expert throughout.
Address: 15 Stratton Street, London, W1J 8LQ (by appointment only) Website: ianblowers.co.uk
Prestige Pawnbrokers — Hatton Garden & Richmond
A pawnbroker might not be the first place you’d think to look for a luxury timepiece. However, Prestige Pawnbrokers — founded by James Constantinou and familiar from their Channel 4 documentary — is a surprisingly strong option. With locations in both Hatton Garden and Richmond, as well as an active online shop, the stock is broad and the prices competitive. In addition, inventory turns over quickly, so it’s worth checking back regularly.
Addresses: 67 New House, London, EC1N 8JY | 55 Kew Road, Richmond, TW9 2NQ Website: prestigepawnbrokers.co.uk
More Luxury Watch Shops in London Worth Knowing About
A Collected Man — An appointment-only boutique specialising in rare, independent, and vintage watches, with a curated selection of pieces from brands like F.P. Journe and Philippe Dufour. Essential for serious collectors at the very top of the market.
Marcus Watches — Located on New Bond Street, Marcus Watches offers an exclusive range from independent watchmakers, including Richard Mille, Greubel Forsey, and MB&F. Ideal for collectors seeking rare and limited-edition timepieces.
AP House — Audemars Piguet’s own London home on New Bond Street blends retail with hospitality. In short, it’s the place to try on a Royal Oak properly. For more on the street itself, see our Bond Street shopping guide.
London Watch Week 2026
Worth flagging for any collector planning a visit to the city: London Watch Week 2026 runs from 2–6 June, with events across multiple London locations. These include a High Complication Showcase in Mayfair, a Gala Reception with Zenith at BMW Park Lane, and a multi-brand Townhouse Showcase bringing together independent watchmakers and vintage specialists. It has become one of the highlights of the horological calendar, and a brilliant reason to plan a watch-focused trip to London. If you’re building a full itinerary around the week, our London shopping tours guide can help you fill the rest of the day.
FAQ: The Best Luxury Watch Shops in London
Where is the best area in London to buy a luxury watch?
Mayfair is the undisputed centre of London’s watch scene. Moreover, with the Rolex flagship now open on Old Bond Street, it’s more compelling than ever. New Bond Street, Old Bond Street, South Molton Street and Burlington Arcade are all walkable from each other. Together, they offer new, pre-owned, and vintage watches at every level. Meanwhile, Regent Street is the best single address for multi-brand shopping, and Hatton Garden suits those looking for independent specialists and more competitive pre-owned pricing.
Where can I buy a Rolex in London in 2026?
The flagship Rolex boutique at 34 Old Bond Street is now the premier destination. It features four floors covering new watches, certified pre-owned, and a full authorised service centre. In addition, Bucherer in Knightsbridge and the Watches of Switzerland flagship on Regent Street are both authorised retailers, though popular references still attract waiting lists. For pre-owned Rolex, Second Time Around, Watchfinder & Co., and Prestige Pawnbrokers are all reliable options.
Are there good vintage watch shops in London?
Absolutely. Somlo London in Burlington Arcade is the standout destination. As the world’s only official Omega Vintage store, it’s truly unique. Furthermore, the Rolex flagship on Old Bond Street has a dedicated floor for certified pre-owned and heritage pieces. Grays Antiques on Davies Street houses Second Time Around among other dealers. Finally, A Collected Man (appointment only) covers the very top end of vintage and independent watchmaking.
Is it safe to buy a pre-owned watch in London?
Generally yes, provided you use a reputable dealer. Watchfinder & Co., Second Time Around, and Fellows Auctioneers all have strong, long-standing track records, while Diamond Brothers on South Molton Street has every watch checked by its in-house watchmaker and backed by a 12-month warranty. Always ask for paperwork, service history, and original box and card where possible. Additionally, the Rolex flagship on Old Bond Street now sells Rolex Certified Pre-Owned with full brand backing.
Can I visit a London watch shop on a Sunday?
Some, yes. Many independent and appointment-only boutiques close on Sundays, but Diamond Brothers on South Molton Street welcomes both walk-ins and appointments on Sundays. Larger retailers’ hours vary by location, so it’s always worth checking before you travel.
What should I expect to pay for a luxury watch in London?
Entry-level luxury brands like TAG Heuer and Tudor start from around £1,500–£3,000 new. Mid-range Swiss watches from Omega, IWC, or Breitling typically begin at £3,000–£8,000. At the top end, names like Patek Philippe, Audemars Piguet, and Richard Mille range from £15,000 to well over £100,000. However, pre-owned watches can often be found at meaningfully lower prices across all brands.
Do London watch shops offer servicing?
Many do. The Rolex flagship on Old Bond Street has a full Authorised Service Centre with five on-site watchmakers. Similarly, Watches of Switzerland on Regent Street has in-house watchmakers available. Somlo London services its own vintage stock, while Hatton Garden is home to several independent specialists — often a more affordable alternative to manufacturer service centres.
Is London a good place to sell a luxury watch?
Yes — it’s one of the best cities in the world for it. Fellows Auctioneers can achieve strong prices for rare or collectible pieces. Alternatively, dealers including Second Time Around, Prestige Pawnbrokers, and Watchfinder all buy directly. For very high-value or rare watches, auction is typically the route that maximises return.
London’s watch market evolves constantly, so whichever of the luxury watch shops in London above you choose, always verify opening hours and current stock directly with the retailer before visiting — especially for appointment-only boutiques.
