Shaftesbury Capital has announced two major retail signings on James Street in Covent Garden, welcoming flagship stores for global footwear brand Saucony and Swiss watchmaker Swatch. These openings reinforce James Street’s reputation as a key retail hub and gateway to Covent Garden’s shopping district.
Saucony has secured 4 James Street for its UK flagship store, occupying 3,695 sq ft across two floors. The space will serve as more than a retail outlet, featuring areas for events, product launches, and collaborations. An interactive running machine experience will also be introduced, alongside the brand’s lifestyle and performance collections of footwear and apparel for men and women. The addition of Saucony strengthens Covent Garden’s premium performance-wear offering, complementing brands such as Arc’teryx, Peak Performance, HOKA and Alo Yoga.
Swatch will be relocating from its existing James Street store to a larger 1,400 sq ft unit at 11 James Street, with the new location set to open in May. The expanded store will showcase over 500 watches and reaffirms the brand’s long-term commitment to the Covent Garden retail scene. Swatch joins a strong lineup of watchmakers in the neighbourhood, including Hublot, OMEGA, and Tissot.
These new signings follow the recent openings of Charlotte Tilbury and Longines on James Street, further cementing the area’s appeal to luxury and lifestyle brands.
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, highlighted the significance of these additions: “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.”
Cameron Black, Vice President/General Manager at Saucony EMEA, added: “We’re thrilled to be opening our flagship Saucony pioneer store in the heart of Covent Garden. This immersive, two-floor space will be more than just a retail destination. It will be a dynamic hub for runners and sneaker lovers alike. Designed for community and connection. Expect interactive experiences, exclusive drops and unmissable events. This is where running and culture come to life.”
The arrival of Saucony and Swatch follows the recent launch of Dolce&Gabbana Beauty, which introduced a world-first combined beauty and accessories boutique in Covent Garden’s historic Market Building.
