Covent Garden’s James Street goes from strength to strength with Saucony committing to flagship store while Swatch relocate

Shaftesbury Capital has announced two new signings on James Street with a UK flagship store for lifestyle and performance footwear brand Saucony, and Swiss watchmaker, Swatch. The duo of signings plays a crucial role in further strengthening James Street, one of Covent Garden’s leading retail hubs and a key gateway to the neighbourhood.

Saucony, the global lifestyle performance-running brand that fuses innovation, style and culture, has signed at 4 James Street for its flagship UK store, spanning 3,695 sq ft over two floors. The store will serve as the hub for the brand’s lifestyle and run collections, offering more than just retail. Designed as a functional space, it will feature dedicated areas for events, product launches and collaborations. The store will also introduce an interactive running machine experience, along with its range of run, lifestyle footwear and apparel for men and women. Saucony adds to James Street’s line-up of global flagship locations and reinforces Covent Garden as the go-to destination for innovative brands seeking growth

Swatch, the globally renowned watchmaker, will be relocating from its current space on James Street to a larger unit at 11 James Street. The 1,400 sq ft store is set to open in May and will offer over 500 different watches. The recommitment of Swatch to James Street cements its position as a neighbourhood hotspot for world-class brands.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, commented: “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 said: “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.”