Battersea Power Station shopping district, With the launch of five watch retailers, Watches of Switzerland dominated.

The historic decommissioned Battersea Power Station on the banks of the River Thames in London’s newly created shopping district is home to four boutiques that were concurrently launched by The Watches Of Switzerland Group.

During a festival-like event this weekend in Battersea, a Watches of Switzerland showroom centred by a Rolex store as well as ones for Omega, Breitling, and TAG Heuer welcomed their first customers.

Battersea Power Station and the surrounding area have been revitalised as a mixed retail, residential, entertainment, and recreational zone on the south bank of the Thames after decades of unsuccessful redevelopment initiatives.

Rolex logo on the multibrand display of Watches of Switzerland.

With Watches of Switzerland on the ground level and an 82 square metre Rolex boutique within, the old turbine halls of the 1930s power plant have been turned into a stunning Art Deco-styled retail attraction.

The store also features areas with Zenith, Bulgari, Chanel, and Bremont brands, as well as Cartier, Hublot, Longines, and Grand Seiko.

Customers will be able to view and purchase Watches of Switzerland Group exclusives for the launch, including the recently released Zenith Chronomaster and Longines HydroConquest watches as well as a one-of-a-kind Bremont Ronnie Wood Tick Up watch with a hand painted dial.

For a brief time, the new showroom will include a number of Bulgari Serpenti pieces that are only sold in the UK.

“We are excited to establish a number of showrooms inside the venerable former Battersea Power Station. It has undergone major renovations to transform into a premier retail destination, making it such an honour to have been a part of the process from the beginning.” According to Craig Bolton, president of the Watches of Switzerland Group UK & Europe, “As a Group, we strive to be the best retailer in the markets we serve, and this historic London landmark enables the expertise of our teams to deliver the finest timepieces in a location we believe will create memories to last a lifetime.”