Longines selects Covent Garden for second London boutique

Shaftesbury Capital has announced that Swiss watchmaker, Longines, has selected Covent Garden to be the location of its second London boutique. The winged hourglass brand will open at 6 James Street this autumn, adding to Covent Garden’s line-up of premium watch and fine jewellery retailers, and enhancing its position as a go-to destination for internationally renowned, prestigious brands.

With an almost two-century-long commitment to timepiece accuracy, Longines is to this day characterised by its pioneering spirit, quest for precision, and timeless vision of elegance. The c.1,000 sq ft store will showcase the Swiss brand’s iconic timepieces including the Longines Master Collection and Longines DolceVita collections, as well as the Conquest, Longines Spirit and Legend Diver collections. Dedicated to the exceptional, the new James Street store will be fitted out in Longines’ signature elegant style, blending classic and refined décor with subtle design nods to the brand’s sporting and aviation heritage.

Longines will join fellow Swatch Group-owned watch brands also located in Shaftesbury Capital’s Covent Garden.

William Oliver, Retail Leasing Director at Shaftesbury Capital, commented: “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.”