Footwear brand to open flagship at Covent Garden’s James Street as Swatch upsizes.

Shaftesbury Capital has announced a pair of signings at Covent Garden’s James Street, with footwear brand Saucony set to open a flagship store whilst Swiss watchmaker Swatch relocates into a larger unit.

Located at 4 James Street, Saucony’s flagship UK store will span 3,695 sq ft and feature dedicated areas for events, product launches, and collaborations.

The store will also include an interactive running machine experience, along with its range of footwear and apparel for men and women.

Meanwhile, watchmaker Swatch will be relocating from its existing store on James Street into a larger unit. Located at 11 James Street, the 1,400 sq ft store is set to open in May, offering a range of over 500 different watches.

These new signings look to complement other recently-opened stores on James Street including Charlotte Tilbury and Longines. Saucony will add to Covent Garden’s premium performance-wear offer, which includes the likes of Arc’teryx, Peak Performance, HOKA and Alo Yoga, whilst Swatch will add to the neighbourhood’s roster of watch brands, including Hublot, OMEGA and Tissot.

William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “James Street really captures the heart of Covent Garden, serving as the key gateway to Covent Garden’s world-famous Piazza and Market Building. The signings of Swatch and Saucony reflect James Street’s status as a UK leading retail hub, home to global flagships. These iconic brands bring the perfect blend of heritage, innovation, and style – exactly what makes this street so special.”

The signings join the recently opened Dolce&Gabbana Beauty, a world-first combined beauty and accessories boutique situated in the historic Market Building.