Shaftesbury Capital has announced that Swiss watchmaker Longines will open its second London boutique this autumn, selecting Covent Garden as the site for its newest venture. Located at 6 James Street, the new boutique will add to Covent Garden’s premium roster of watch and fine jewellery retailers, positioning the district as a top destination for internationally renowned luxury brands.
Longines, known for its nearly 200-year commitment to precision and innovation in timekeeping, brings its iconic collections to the approximately 1,000 sq ft space on James Street. Shoppers can expect to find celebrated Longines timepieces such as the Master Collection and DolceVita collections, as well as the Conquest, Longines Spirit, and Legend Diver lines. The boutique will embody the brand’s refined style, incorporating classic décor with subtle nods to Longines’ sporting and aviation heritage.
The addition of Longines builds on Covent Garden’s appeal for watch aficionados, joining other brands from the Swatch Group in Shaftesbury Capital’s portfolio. Tissot, which opened its boutique at 7 James Street last year, and OMEGA, located within the Royal Opera House Arcade, are part of this premium selection, creating a hub for high-end timepiece shopping in London’s West End.
William Oliver, Retail Leasing Director at Shaftesbury Capital, expressed enthusiasm about Longines’ arrival, saying: “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.”
The expansion is part of Longines’ growing presence in the UK, marking what CEO Matthias Breschan describes as an “exciting chapter” for the brand. He commented: “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 boutique’s launch follows a trend of luxury brands setting up or expanding in Covent Garden. In addition to high-end watch brands, the area is home to retailers like Chanel, Guerlain, Mulberry, Paul Smith, and Tom Ford, each of which enhances Covent Garden’s status as a luxury retail destination. Recently, Strathberry, known for its specialist leather goods, opened an expanded store in Covent Garden’s historic Market Building, adding further appeal for shoppers seeking premium brands.
