BUILDING THE WORLD'S BEST ROLEX EXPERIENCE
Inside Rolex's Massive New £50 Million London Boutique
The Public Record of an Extraordinary Achievement
An extraordinary engagement, documented through the public statements of Rolex and Watches of Switzerland Group leadership, published company disclosures, and independent reporting.
“The new store represents the latest elevation in customer service standards and Rolex representation… It reflects innovation and a commitment to delivering an unparalleled experience for every client.”
Richard de Leyser
Managing Director, Rolex United Kingdom
Statement at The Boutique's Grand Opening
EXCEPTIONAL RESULTS. ENDURING IMPACT.
“The performance of the Rolex Boutique has exceeded all expectations.
We have received over 15,600 visitors in the 13 weeks since opening, including strong international mix. We are experiencing a strong sales mix in both pre booked appointments and walk in clients, and across both new Rolex sales and Rolex Certified Pre-Owned.”
Craig Bolton, President UK & Europe
Watches of Switzerland Group
FY25 Results Transcript, p.7
“Having built an amazing team for our Boutique,
we engaged some months ago with Antonia Hock, an international client experience expert
to help us with our team training, and delivery of a world class client experience, unique to Rolex Old Bond Street.
I am extremely pleased with our results so far in terms of net promoter score and direct client feedback, particularly relating to colleague satisfaction.”
Craig Bolton, President UK & Europe
Watches of Switzerland Group
FY25 Results Transcript, p.7
“The Rolex Old Bond Street boutique has maintained its excellent momentum, benefiting from our best-in-class client experience.”
Watches of Switzerland Group
Q3 FY 2026 Trading Update
AN EXTRAORDINARY AMBITION
“At over 7,200 square feet, this boutique will…
redefine the luxury retail experience.
We have invested in this venture because we are committed to delivering a memorable brand experience with exceptional client experience. This will be a true destination for Rolex enthusiasts.”
Brian Duffy, CEO
Watches of Switzerland Group
Statement at The Boutique's Grand Opening
EXTRAORDINARY AMBITION DEMANDS EXTRAORDINARY EXPERTISE
“Client experience is at the heart of everything that the Watches of Switzerland Group do and working with The AHA Group, we created an unrivalled luxury experience to ensure that the Rolex Old Bond Street boutique is coveted as the destination for Rolex worldwide.
The AHA Group crafts unparalleled, scalable and innovative client experiences
that not only drive financial results but also enhance client loyalty and create passionately engaged clients.”
Watches of Switzerland Group
FY 2025 Annual Report, p.41
“The vision for the client experience in Rolex Old Bond Street was based on honoring Rolex’s legacy and providing every guest with a personal experience and a lasting memory – while ensuring consistency, scalability and efficiency. We wanted to create an unrivalled luxury experience coveted as the destination for Rolex worldwide.”
Watches of Switzerland Group
FY 2025 Annual Report, p.41
“This mission has been the guiding light for the client experiences that we have designed – from the very first moment coming through the doors through to the last fond farewell, each guest will be treated exceptionally. The client experiences at this boutique are guided by a 140-page Experience Playbook brought to life by the finest teams in luxury retail.”
Watches of Switzerland Group
FY 2025 Annual Report, p.41
THE AHA GROUP DELIVERABLES
The AHA Group project scope included the scalable boutique hosting model, creating the 140-page Experience Playbook, and the training / activation for the boutique's fifty colleagues.
A NEW STANDARD FOR ROLEX: A NEW BENCHMARK FOR LUXURY
“From the very moment you walk into the boutique, the customer service is world-class”
Tim Jeffreys
Hodinkee, March 13, 2025
MEDIA COVERAGE
Esquire Magazine Coverage
Esquire covered the launch of the Old Bond Street Rolex boutique and highlighted that The AHA Group designed and implemented the complete customer experience model.
The work extended far beyond aesthetic design, translating the Rolex brand into precise customer interactions, service rituals, and behavioral standards designed to deliver a flawless experience every day.
The project stands as a powerful example of how experience design translates an iconic brand into a living environment clients feel from the moment they enter.
ROLEX OLD BOND STREET GOOGLE REVIEWS
Michele Belletti
Rating: 5 out of 5 stars
“I had an absolutely outstanding experience at the Rolex Store on Bond Street. What truly made the experience exceptional, however, was the service. From start to finish, the service was flawless and exceeded all expectations. world-class customer service. Absolutely top-tier - five stars without hesitation.”
Chinese Guest
Rating: 5 out of 5 stars
“Visiting the Rolex Boutique on Old Bond Street in London was an unforgettable experience. What made my visit exceptional was the outstanding service. This boutique has set a new benchmark for me.”
PKB
Rating: 5 out of 5 stars
“The entire experience was nothing short of exceptional — a true masterclass in luxury retail and customer care. In a world where luxury service can often feel impersonal or transactional, Hussan reminded us what true hospitality looks like. It was a bespoke, five-star experience.”
Z Chau
Rating: 5 out of 5 stars
“I can confidently say the experience was nothing short of outstanding! the entire process felt personal, elegant, and deeply meaningful. Thank you for helping create such a special memory. Highly recommended!”
Paul M
Rating: 5 out of 5 stars
“I regularly travel to London, and as an avid luxury watch collector, I am always shopping for a new timepiece. My experience was nothing short of extraordinary.”
Majid Iqbal
Rating: 5 out of 5 stars
“Purchasing my second Rolex was not just a transaction - it was an unforgettable experience that my family and I will cherish forever.”
Zach
Rating: 5 out of 5 stars
“This was, without question, the best customer experience I have ever had – not just with Rolex, but anywhere in the world.”
Selin Celik
Rating: 5 out of 5 stars
“It was more than just a purchase — it was an experience that reflected the timeless excellence and elegance that Rolex stands for.”
Jonathan Needham
Rating: 5 out of 5 stars
“Five stars doesn't really do my experience justice at the Boutique. This place breathes Rolex. Where other stores had faltered and left me frustrated, I was elated to make this journey. Impeccable service means a transfer of my buying to this shop. In my experience of various Rolex outlets, this store is number one. This is the place Rolex as a brand can truly be proud of. This is all you'd expect from Rolex and more.”
Spencer Huang
Rating: 5 out of 5 stars
“I recently visited the Rolex Boutique on Old Bond Street while I was in London, and the experience was exceptional from start to finish. Having visited Rolex boutiques around the world, I can confidently say that this was one of the most enjoyable and memorable encounters I've had.”
Brian Ambara
Rating: 5 out of 5 stars
“I had an exceptional experience at the Watches of Switzerland Rolex Boutique on Bond Street. The service was outstanding from the moment I walked in. The entire process enjoyable, personalised, and truly memorable. This boutique sets the standard for luxury service — highly recommended.”
Alex Ramanath
Rating: 5 out of 5 stars
“Leaving a note about the fantastic experience I had at Rolex Bond Street. The high levels of customer service are some of the best I have ever come across.”
THE ENTERPRISE IMPACT
How This Flagship Boutique Became The New Operating Model for Experiences Across The Entire Portfolio
Xenia is our Group-wide framework for client experience. It provides structure and consistency across the business through three guiding principles: Know Me, Wow Me, Remember Me. Xenia helps our teams anticipate client needs, offer personalized support and deliver a level of service that reflects our luxury positioning. Not only does this drive financial results but it also enhances client loyalty and creates passionately engaged clients.
Watches of Switzerland Group
FY 2026 Annual Report, p.54
Over the past year, we have strengthened Xenia, introducing an enhanced approach referred to as Xenia 2.0, using insights from the flagship Rolex boutique on Old Bond Street. This showroom continues to perform strongly, supported by a high standard of hospitality, deep product knowledge and personalized service. These learnings – spanning client engagement, client experience and showroom layout – have been codified through our in-house bespoke training programs and rolled out across 32 UK Rolex agencies, supporting consistent service delivery across the estate.
Watches of Switzerland Group
FY 2026 Annual Report, p.54
Publicly-Sourced References:
Statements from The Boutique's Grand Opening quoted in:
Retail Times
The Watches of Switzerland Group opens flagship Rolex boutique on Old Bond Street, Mayfair, London
Watches of Switzerland Group
FY 2025 Results Transcript, p.7
Watches of Switzerland Group
FY 2025 Results Presentation Slide 27
H1 FY 2026 Results Presentation Slide 28
Hodinkee
March 13, 2025
Inside Rolex's Spectacular New Flagship Store on Old Bond Street in London