Anglo-Swedish watch brand Larsson & Jennings will open its first UK flagship store in London before the end of November.
The brand has agreed a deal with property owner Shaftesbury to open a 497 sq ft store at 53 Monmouth Street in Seven Dials, central London.
The store will sell the complete Larsson & Jennings collection of Swiss-made watches and leather accessories, and offer in-store exclusives.
Customers will be able to create their own bespoke watches on site in the LJX Custom area, while the in-house Fika bar will offer coffee and a place to relax.
A spokesman from Larsson & Jennings said: “Modern and traditional elements are at the heart of our product and for us our first store in the UK had to reflect this. Seven Dials was the only area that lived up to our expectations; perfectly encapsulating a heritage feel in a prime central London location.”
Sam Bain-Mollison, head of group retail strategy and letting at Shaftesbury, added: “The brand further adds to our international credentials and will appeal to consumers wanting to purchase something unique.”