F.P. Journe stans in London just got a new place to buy their favorite timepieces.
The Swiss watchmaker opened its 11th store, in the city’s historic Mayfair district, this month. While models from the “Classique” and “Black Label” collections may be the ultimate draw card, the space also offers some unique amenities, including a bar, lounge area, and library.
Set in an 18th-century building surrounded by antique shops and art galleries, the new storefront is framed by a stone facade with faux Corinthian columns. Just beyond the entrance, the showroom houses four display cases with built-in lighting to highlight featured watches. Clocks for different time zones line the walls, while vintage-style furniture and a black fireplace add a dose of rustic character to the space.
Just past the showroom, you’ll find a wood-finished bar (pictured at top) with backlit displays along the main countertop, glass shelves, and alcohol display cabinet. This isn’t a wholly original concept, but Journe executes with panache. It also speaks to watchmaker’s intentions for the interiors: to blend together “modernity, classicism, and conviviality,” according to the brand’s website. Fittingly, the bar also displays a large fresco that honors the work of watchmakers and craftsmen.
The library rounds out the boutique’s novel spaces, with a curated collection of books on display that you can pick up and read. Most of the tomes featured aim to immerse you in the world of timekeeping.
F.P Journe’s first store opened over a decade ago in 2003. The Tokyo-based boutique was designed by François-Paul Journe who founded the brand in 1999. The 66-year-old watchmaker’s vision for each of his boutiques was to provide a space “where people can meet and exchange ideas,” the brand claims. The London team doubled down on that mission by throwing a party to celebrate the opening, which was attended by a host of watch enthusiasts.
F.B. Journe, of course, isn’t the first watchmaker to make Mayfair its home. Breitling, TAG Heuer, and Bremont are just a few competitors near the building, which is located between Berkeley Square and New Bond Street. Local Watches of Switzerland and Dimond Watches London outposts also keep it in good company. You can see for yourself at 33 Bruton Street or visit the F.P. Journe website for more on the new Mayfair location.
Authors
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Demetrius Simms
