Monobrand Watch Stores Becoming a Burden for Retail Groups
Monobrand watch stores are increasingly viewed as a liability for retail groups, leading to significant closures across their networks. Specifically, Watches of Switzerland Group has reduced its number of retail locations from 223 to 195 between April 2024 and September 2025, with 15 of the closures being monobrand stores primarily in the UK. These boutiques, which have seen a decline in customer traffic and profitability, are now facing the likelihood of being phased out. While the American market remains relatively stable, any signs of weakness could trigger similar closures. The surge in monobrand store openings during the post-pandemic boom is now being reversed, as many of these locations are burdened by high operating costs without delivering sufficient brand-building benefits to the retailers. Luxury watch sales have become less profitable since their peak in 2023, prompting a shift toward consolidating into fewer, larger multibrand showrooms that can better serve diverse customer needs. Although flagship stores for brands like Rolex and Patek Philippe may still remain, the trend indicates a future with fewer monobrand boutiques, favoring a model that allows for greater choice and shared resources among brands.
