London – Reported by Elite Traveler, the private jet lifestyle magazine
British luxury watch brand Bremont will open its first stand-alone store in London’s Mayfair June 25th. The two-level boutique will have a club-like atmosphere with its own bar, and joins exclusive brands Purdey and Marc Jacobs on South Audley Street.
Founded by brothers Nick and Giles English in 2002, Bremont supplies watches to over 40 retailers, as well as military squadrons worldwide. Recent awards include Watch Brand of 2011 at the UK Jewelry Awards, and Watch Pro’s Luxury Watch and a People’s Choice Award at the Las Vegas Couture Watch & Jewelry Show 2012.
“As a British company we felt we needed a showcase to promote ourselves to visitors from all around the world,” said Giles English, co-founder of Bremont. “The boutique will be more than a traditional watch store. There will be an explorers’ club based from there, a considerable watch library and it will also be the only place in the world to see unique items like the Bremont B-1 Marine Clock.”
The brothers inherited their love for engineering and aviation from their late father Dr Euan English, an ex RAF pilot with a PHD in Aeronautical Engineering from Cambridge University. While training for an air show in 1995, Nick and his father crashed their World War II Harvard, killing Euan and leaving Nick with over 30 broken bones. In honor of their father, the two brothers set up Bremont to champion aviation inspired timepieces.
Opening an Atelier in Bein, Switzerland, Nick and Giles drew on the experience of the Swiss while remaining a proudly British company. The aim was to create classical watches that could be used in the boardroom or up Mount Everest. With no interest in quartz watches, the brothers continue to make high quality watches with mechanical movements.
“Bremont is a perfect fit for South Audley Street,” said Helen Franks, Director of Commercial Leasing at Grosvenor property group. “They represent all that is great about British manufacturing and innovation and strengthen the retail mix in the area. Their arrival reflects the continued success of this part of Mayfair as a shopping destination.”