ISG completes Watches of Switzerland Oxford Street outlet

ISG has successfully completed a £2.6 million project to create a new luxury watch showroom for Watches of Switzerland on London’s Oxford Street. The scheme is an additional element of a wider £6 million mixed-use development that ISG is currently delivering, creating high-specification retail, residential and commercial office space in a prime location opposite Selfridges. 

Watches of Switzerland

The new store takes many of its interior design cues from the high-end retailer’s flagship Regent Street outlet and follows the opening of a boutique Watches of Switzerland in Canary Wharf. Occupying three floors and approximately 1,600 sq ft of space at 441 Oxford Street, ISG has delivered a high-specification fit out, including the installation of a stylish bronze shop front to mirror the appearance of the Regent Street store.

Watches of Switzerland

Featuring bespoke joinery and luxury materials throughout, the showroom incorporates a stainless steel and glass staircase and a number of digital interactive screens. The fit out includes the installation of reeded glass wall panels inset with individual glass display cabinets. At first floor level ISG created a discrete and sumptuously appointed VIP area as well as individual boutiques for luxury watch brands Rolex and Patek Philippe. A service lounge is housed on the lower ground floor for Watches of Switzerland’s in-house watchmaker.

Watch of Switzerland

Andy Demetriou, divisional managing director for ISG’s Luxury Retail business, commented: “Delivering our first ever project for Watches of Switzerland in such a high-profile location further bolsters our portfolio of international luxury brands. ISG has strong credentials in this niche sector, working with many of the world’s most recognisable high-end retailers domestically and across continental Europe and Asia.”