Goldsmiths’ £1million London refurbishment and expansion programme

Luxury jeweller Goldsmiths has confirmed it is investing over £1million in its London stores, with a stunning refurbishment programme of its premises in Canary Wharf, Victoria and Westfield, as well as announcing the addition of a new fourth store located on Oxford Street. Each store offers a wide selection of diamond and gold jewellery, renowned watch brands and a wide choice of Services which will cater to the brand’s growing London customer base, further providing the outstanding customer service experience Goldsmiths is renowned for.


Goldsmiths is a jewellery business with over 230 years of tradition and experience and is now one of the largest jewellers in the UK, with over 100 showrooms nationwide. There have been many notable achievements for Goldsmiths, which include being the UK’s first appointed stockist of Rolex watches. Today the Aurum Group, which includes Watches of Switzerland, Goldsmiths and Mappin & Webb, operates the largest distribution network for Rolex, as well as Cartier, OMEGA, TAG Heuer, Gucci, Michael Kors and many other reputable, prestigious and fashion watch and jewellery brands.


Each of Goldsmiths 1400 staff are trained to a rigorous standard before they take to the showroom floor, gaining an extensive knowledge of the comprehensive world of watches and jewellery. From picking out an important purchase to a simple jewellery repair or a valuation, you can feel confident that Goldsmiths truly is your local jeweller.

New London Showroom & Refurbishment Locations

Goldsmiths Canary Wharf, located at Canada Square, Canary Wharf reopened their doors on the 25th September, showcasing new dedicated branded areas featuring iconic Swiss watch brand favourites, including OMEGA, Breitling and TAG Heuer.

Goldsmiths White City, located at Westfield Shopping Centre, reopened on the 1st November, 2015. This showroom location will see a dedicated area to TAG Heuer, Tissot and Michael Kors.

Goldsmiths Victoria, located at Cardinal Place, Victoria reopened their doors on the 2nd October. This showroom location includes a beautiful new shop-in-shop area featuring Cartier, OMEGA and Breitling.

The new Goldsmiths location will occupy the former Watches of Switzerland store located at 413 Oxford Street (Watches of Switzerland have relocated to 439 Oxford Street). This beautiful new showroom opened its doors at the end of October and includes special dedicated areas for OMEGA, Breitling and TAG Heuer. The new showroom has a special focus on watches and also features a pre-owned watch area within the store.

Craig Bolton, Executive Brand Director for Goldsmiths said,

“This is a very exciting time for us at Goldsmiths in London. The London refurbishments and addition of our new location on Oxford Street will not only offer more comfortable and spacious surroundings for our customers, but also enables us to showcase some of our most sought-after brands in a dedicated, specialist setting.”

He adds,

“We appreciate that our customers are looking for a luxury and knowledgeable experience when choosing to shop at Goldsmiths. Our click and collect service which was introduced over five years ago has seen massive up take, enabling customers to purchase the item they desire at the click of a button and have it waiting at a Goldsmiths location of their choice for convenience. We’ve listened to our customers and the new refurbishments in our London locations means we can offer our customers a truly personal and luxurious shopping experience.”


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