Watches of Switzerland by Callison

For almost a century, Watches of Switzerland has devoted itself to selling an exclusive selection of luxury timepieces.

International architecture and design firm Callison recently provided A&D services for the development of a new store prototype which was driven by the desire to have the retail environment appropriately reflect the level of luxury associated with Watches of Switzerland's products and service. The clean, contemporary lines of the design are softened through the use of rich, sophisticated materials to create a warm, inviting experience.

"We were inspired by the owner's desire to approach watch retailing in a completely different way. We focused on luxurious materials and residential detailing to create an ambiance that resonated with the mostly male clientele," explains Steven Derwoed, director at Callison. "From a functional point of view, we re-imagined the selling experience as one that occurs side by side as opposed to over the counter. By focusing on front loaded showcases with adjacent vitrine presentation we were able to increase functional selling space by more than 30 percent."

The new location will open in Manchester in October 2010. For more information, go to www.callison.com.