Story Highlight
– High-end mechanical watch showcase begins March 23, 2026.
– Six-week pop-up features rare watch brands and timepieces.
– Focus on craftsmanship, innovation, and artistic design.
– Expands Masterworks concept beyond flagship boutiques.
– Encourages conversation among collectors and enthusiasts.
Full Story
Starting from 23 March 2026, a unique exhibition focusing on premier mechanical timepieces will take place at Westfield White City in London.
This six-week event will showcase a selection of rare and intricately designed watches presented by brands typically not found at this location, including Armin Strom, Biver, De Bethune, Girard‑Perregaux, Jacob & Co., Ulysse Nardin, and Zenith.
Bucherer, the organiser of the exhibition, aims to provide an opportunity for visitors to delve into exceptional timepieces that embody the intersection of craftsmanship, innovation, and artistic design.
The initiative is an extension of Bucherer’s Masterworks concept, which began in 2025 to create designated spaces within retail settings that celebrate haute horlogerie. This approach highlights both the technical sophistication and artistic elements of mechanical watchmaking through a carefully selected array of timepieces.
Masterworks displays typically feature watches that incorporate advanced functions, including tourbillons, perpetual calendars, and skeletonised movements, as well as designs that focus on minimalist styles or intricate gemstone embellishments.
Bucherer presents this concept as a means to place high-end watchmaking within a larger cultural and artistic framework while honouring the artisans behind these exquisite creations, referred to as the “masters at work.”
Originally, the Masterworks concept was launched in select flagship stores globally, with dedicated areas established in cities such as Geneva, Zurich, Berlin, and New York.
In July 2025, Bucherer introduced a 30-square-metre Masterworks section in its Covent Garden flagship, designed to foster dialogue and exploration among collectors and enthusiasts interested in complex watch mechanisms.
By bringing this range to Westfield White City, Bucherer is making the Masterworks concept accessible in a wider retail setting, catering to a diverse audience keen on high-end watchmaking.
