If you’re originating from London, odds are you have time to do shopping in London. The prices of Rolex don’t differ materially in London vs Zurich in my experience.

It is also a common misconception that Swiss made watches are cheaper in Switzerland than elsewhere. Although not the case, again in my experience, I’ll say that such watches are generally cheaper in Europe than outside of Europe, especially if you can get VAT back.

Selection is definitely a factor, although there are so many major Rolex ADs in London I doubt you’d find much more in Zurich. And if you’re after a highly coveted piece, ADs tend to prefer selling to locals or clients with whom they have existing relationships. In those scenarios, merely having the ability to secure the watch at retail, whether in Singapore or Zurich or London, is a feat in itself.

Finally, as someone who has visited Rolex and Bucherer for watches, I’ll add that my AD in London usually has far better selection.