Sep 6, 2022
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Watches of Switzerland's Denmark debut adds to European expansion strategy

Sep 6, 2022

Watches of Switzerland Group, the UK’s largest luxury watch and jewellery specialist, is advancing its European expansion strategy, initially focusing on Nordic countries and Ireland. And the first two monobrand boutiques have just opened in Østergade, Old Town Copenhagen.


Marking its debut in Denmark, the new Omega boutique allows customers to explore the brand’s “entire universe at a relaxed pace, without pressure and within the comfort of the boutique’s beautifully designed interior”. 

The collections include the Speedmaster, Seamaster, De Ville and Constellation collections, as well as a range of Omega accessories and fine jewellery. 

Meanwhile, the Breitling Boutique spans 111 square metres and is designed in the brand’s distinctive industrial-loft aesthetic. It will also house the brand’s full collection of watches, including limited editions and collaborations. 

The openings “mark a significant milestone” for the Watches of Switzerland Group business as it continues its European store rollout. 

Craig Bolton, President of the Watches of Switzerland Group, UK and Europe confirmed the initial target focusing around the Nordics and Ireland “which will see us open further mono-brand boutiques by the end of 2022.” 

He added: “We are very excited as we embark on this journey to increase our presence in Europe and we are actively exploring other markets and opportunities in the marketplace.”

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