Watches of Switzerland has opened a store in Canary Wharf.

Among other brands available are Audemars Piguet, Blancpain, Bremont and Zenith.

The high-end watch retailer has a dedicated Rolex and Breguet sales area within its new unit in Canada Place Mall.

Customers can choose their desired wrist piece using interactive digital screens that allows them into a world of “haute horlogerie” (that’s high-end watchmaking to you and I) and the chance to get advice from the watchmaker’s desk.

Watches Of Switzerland Canary Wharf manager Dermot Hay said: “Canary Wharf is one of the most dynamic and exciting commercial and residential districts in the world.

“Watches Of Switzerland is delighted to open its first boutique in the heart of this rapidly evolving community.

“The design of the boutique allows us great flexibility to introduce new concepts from luxury watch makers and to cater for the diverse needs of our customer base.

“The design, finish and materials used in the shop are the same as in our flagship store on Regent Street and emphasize the core values of our brand – innovation, luxury and exclusivity.”