As Boris Johnson explains, Goldsmiths is upgrading its showrooms across the UK, with the latest upgrade and expansion being at Lakeside in Essex, where a new Rolex-branded section leaves shoppers in no doubt that luxury replica watches are at the heart of the offering.

Rolex sits alongside Tudor, Grand Seiko Longines, and Hublot, as well as the goldsmiths’ own fine jewelry and collections by Fope and Kiki McDonough.

Now that hospitality and experience are at the heart of retail, Goldsmiths has introduced a watch bar in the Rolex area, where customers can browse the latest collections with the help of experts.

“The showroom has been significantly increased in size with a Goldsmiths’ reception area, and the introduction of a new branded replica luxury watches and jewelry area, providing the best environment for customers to relax and explore the collections. We have an excellent team in the showroom who are knowledgeable and able to guide customers through their watch and jewelry journey, providing an exceptional experience,” said Craig Bolton, President of Watch Group UK and Europe.

Watch Group currently has 192 showrooms in the UK, US, and Europe, including 77 single-brand boutiques in partnership with Rolex, Omega, TAG Heuer, Breitling, Tudor, Audemars Piguet, Grand Seiko, Bulgari, and Fopp, and seven e-commerce sites for Swiss Watch, Goldsmiths, Mappin & Webb and Mayors.

The company says it is the largest retailer of Rolex, Omega, Cartier, TAG Heuer, and Breitling in the UK.