Swiss watchmaker Longines has selected Covent Garden for its next London boutique. The brand will open at 6 James Street this autumn, adding to Covent Garden’s line-up of premium watch and fine jewellery retailers.

The 1,000 sq ft store will showcase the brand’s timepieces including  its Master Collection, DolceVita, Conquest, Longines Spirit and Legend Diver collections. 

The James Street store will be fitted out in its signature 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 located in Shaftesbury Capital’s Covent Garden, including Tissot, also locating to James Street last year, and Omega within the Royal Opera House Arcade, also home to a host of luxury watch and fine jewellery brands.

Matthias Breschan, CEO of Longines, said: “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.”

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.”

The  brand 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 opened a significantly upsized store in Covent Garden’s Market Building.