case study
The new retail
Delivering an innovative and engaging retail
experience for Watches of Switzerland
store at 155 Regent Street
By Box Technologies – www.boxtechnologies.com
The Watches of Switzerland store at 155
Regent Street in London is designed
and fitted over three floors to showcase
watches for some 20 globally renowned
watch specialists such as Tag, Cartier
and Rolex in dedicated in-store areas.
More than 40 specialist watch staff help
with consultancy and advice on watches
ranging from £1,000 to over £1,000,000
in the store’s discrete retail spaces, or in
the dedicated VIP room.
Box Technologies partnered with
Aurum to provide a truly engaging
experience for customers utilising digital
technology throughout the store. This
delivers rich and variable content, while
further designing and implementing one
of the largest interactive touchscreens
to be found anywhere in the world. Box
Technologies spoke to Richard Gerrard,
Landmark Programme Director at Aurum
Holdings about the development of 155
Regent Street.
Engagement & experience
Our involvement in 155 Regent Street,
the flagship Watches of Switzerland store
started abou t three and a half years
ago when the then Chief Executive of
Aurum and I were walking down Regent
Street. “You know Richard,” he said, “we
need to devise a way of developing a
really large watch store in London.” And
by that, he meant a really large watch
store – our journey began there. In terms
of the store design and developing the
concept, the key point was creating an
environment that was engaging for the
customer and operationally efficient for
our colleagues.
We researched across Europe and
the USA, reviewing large and small watch
and jewellery retail environments and
took inspiration from what they weren’t
doing well. Our focus was on how
we could create a fantastic customer
experience environment, for different
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