Omega has opened a new boutique in the Selfridges Wonder Room in London, expanding its presence in one of the city’s most prestigious retail destinations. The Swiss brand now has 11 London retail spots under its belt, and a total of 18 standalone UK boutiques. Rolex-owned Bucherer runs concessions and boutiques for the majority of watch brands within Selfridges Wonder Room, but Omega’s is directly run by the watchmaker. The new 688 sq ft (60m²) space uses the iconic department store’s neoclassical pillars and bespoke displays to showcase the brand’s core collections in an elevated, secluded environment. These moves signal that while Omega continues to invest in key luxury shopping hubs, it is also closely reviewing its global retail footprint to balance expansion with operational efficiency.