Watches of Switzerland set out to create an ’engaging environment of exploration’ when it came to the premium watch retailer’s new Regent Street flagship. Heralded as Europe’s largest timepiece emporium, the spacious store certainly delivers, fusing plush branded apartments with an educational element that comfortably accommodates both horology aficionados and novices alike.

Conceived by New York architectural firm Callison, the concept for the 17,000 sq ft space was envisaged as an entertainment quarter in which to share each watch brand’s unique history and mechanisms, in addition to a point-of-sale. Celebrating Watches of Switzerland’s 90th anniversary this year, the boutique unites 12 sumptuously appointed shop-in-shops by brand partners including Rolex, Patek Philippe, Jaeger-LeCoultre, Cartier and Tag Heuer, a VIP salon, and the department store-esque ’Calibre Room’ on the lower-ground floor designed to evoke the ease of an express, albeit decidedly grand, airport-style boutique for the time-poor.

This room is dominated by solid stainless steel and walnut cases with Calacatta marble under foot, and similarly houses a swish service lounge and Minority Report-inspired interactive digital screen called the ’Time Wheel’, further advocating the store’s ethos of exploration. Connecting the three floors is a crowing spiral staircase and adjoining circular lift that fittingly replicates a timepiece’s movements.