Swiss watchmaker, Longines, has selected Covent Garden to be the location of its second London boutique. The brand will open at 6 James Street this autumn, adding to Covent Garden’s line-up of premium watch and fine jewellery retailers, and enhancing its position as a go-to destination for internationally renowned, prestigious brands.
Longines’ c.1,000sq ft store will showcase the Swiss brand’s timepieces including the Longines Master Collection and Longines DolceVita collections, as well as the Conquest, Longines Spirit and Legend Diver collections. The new James Street store will be fitted out in Longines’ signature elegant style, blending classic and refined décor with subtle design nods to the brand’s sporting and aviation heritage.
Longines will join fellow Swatch Group-owned watch brands also located in Shaftesbury Capital’s Covent Garden. Brands include Tissot, which opened at 7 James Street last year, and OMEGA, which launched its latest boutique in the destination’s prestigious Royal Opera House Arcade, home to a host of luxury watch and fine jewellery brands.
William Oliver, retail leasing director at Shaftesbury Capital, commented: “Covent Garden offers an unmatched line-up of premium watch brands right in the heart of the city, so the entrance of Longines is a natural fit. Longines’ distinct character aligns closely with Covent Garden’s, showcasing a commitment to tradition and elegance, whilst remaining at the cutting edge of innovation. We look forward to seeing it deliver this commitment, opening alongside James Street’s roster of retail pioneers.”
Matthias Breschan, CEO of Longines, added: “The opening of our second London boutique marks an exciting chapter for Longines in the UK. Covent Garden is the perfect setting for us to display our iconic collections and share our values of elegance, tradition and performance. We are proud to be part of this vibrant destination and look forward to offering our customers a unique experience that reflects the heart and soul of Longines.”
The premium timekeeping brand will join nearby luxury retailers, including Chanel, Guerlain, Mulberry, Paul Smith and Tom Ford. The signing follows the announcement that Strathberry, the specialist leather goods retailer, has opened a significantly upsized store in Covent Garden’s Market Building.
