Swiss watchmaker picks Covent Garden for second London boutique

Swiss watchmaker Longines has selected Covent Garden for the location of its second boutique in London.

Opening this autumn at 6 James Street, the 1,000 sq ft store will be fitted out in the brand’s signature style and showcase its full range of timepieces.

Longine will join fellow Swatch Group-owned watch brands located in Covent Garden, including Tissot at 7 James Street, and OMEGA at the destination’s Royal Opera House Arcade, which is home to a number of luxury watch and fine jewellery brands.

William Oliver, retail leasing director at Shaftesbury Capital, said: “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.”

Longine will join nearby luxury retailers, including Chanel, Guerlain, Mulberry, Paul Smith and Tom Ford. The signing also follows the announcement that specialist leather goods retailer Strathberry, has opened a significantly upsized store in Covent Garden’s Market Building.