London's most prestigious retail corner just got a little more luxurious with the opening of fine-watch marque Patek Philippe's elegantly conceived new salon. Situated opposite Peter Marino's flagship Louis Vuitton store, Patek Philippe has extended it's original boutique at 15 New Bond Street store into the vast confines of number 16 next door, increasing its floor space five-fold from a tiny 85 sq m to a definitive 420.

Reda Amalou of Paris practice AW² has created an impressively modern emporium for this, one of watchmaking's most traditional houses, to such a well-considered point that its subtle glamour is a comfortable fit among the high gloss, high fashion maisons that surround it.

It marks a welcome new era in horological retail design that echoes the recent Marino decade of contemporary opulence that has transformed the high-jewellery retail experience for leading houses across the globe. Amalou has referred to classic Art Deco motifs and symmetric pathways to similar effect: number 16's pale gold concrete walls, pristeen cream marble flooring and hammered bronze details are classic rather than opulent.

The Bond Street boutique now houses the largest collection of current Patek Philippe models anywhere. Of course, servicing and repairs are a major factor for any fine watch house and so two watchmakers are ensconced in an impressive repairs lab on the lower floor. They look out onto a comfy library area that doubles as a waiting area.