With Hands On Horology, supported by Oracle of Time, just around the corner we’ll soon be bringing some of the best independent watch brands to the event in London. With a variety of brands from Studio Underd0g to Doxa set to showcase their latest creations on the 14th June it’s a great opportunity to get up close and hands on with many of the watches you may not have seen in the wild or in any store.
The Capital is already a hot spot for the watch scene with household name brands heavily represented in multiple locations across the city. However, if it’s indie brands you’re after then you’ll need to know the best places to buy independent watch brands. Having a retail footprint for any brand isn’t cheap, especially in London and especially for watch brands who produce fewer watches than Omega has employees.
Richard Mille Boutique, 4-5 Old Bond St, London, W1S 4PD
When it comes to setting up a physical location for customers to view and purchase watches, brands have two options. Dive deep into the piggy bank and invest in operating your own store, or partner with an already established retailer who’s willing to stock and showcase your brand.
Independent Boutiques
F.P. Journe, 33 Bruton St, Mayfair, London W1J 6HH
The second is the easier route but for the likes of F.P. Journe, who are world renowned for never doing anything easy, they chose to open their own boutique on Bruton Street. The location of the store is significant. It sits only touching distance from the sharp end of New Bond Street where you’ll find the likes of Hublot, Patek Philippe, Cartier and many more. Ideal if you’re planning an afternoon of window shopping.
New Bond Street is one of the UK’s best shopping areas and you’ll find a few other independent watch brands muscling in on the scene. Richard Mille took the same route as F.P. Journe and opened their UK flagship at the South end of the street near Green Park. Away from the central luxury shopping district Bremont also took the plunge with 3 of their boutiques. With stores in Mayfair, Canary Wharf and the Royal Exchange Bremont are well represented.
Retail Partners
Watches of Switzerland, 155 Regent St., London, W1B 4AD
For most independent watch brands finding a retail partner is the best way to dip your toe in the water. Swiss Gallery is a retailer who specialise in independent high end watch brands. They carry a large variety of brands including Czapek, Ressence, Trilobe and Urwerk among others. For many of these brands you’ll only find them in one or two locations in the UK so to have them all under one roof is quite unique. What’s more, you’ll find Swiss Gallery on Old Bond Street, unsurprisingly just down the road from New Bond Street.
The larger independents can be found in some of the bigger multi store retailers including Watches of Switzerland and Bucherer. What you have to be careful of is not every store will carry every brand. Ulysse Nardin for example, are present in Watches of Switzerland in Regent Street and Fenchurch Street but not in Liverpool Street. You’ll also find MB&F in WoS on Regent Street, the only place in London to see the crazy creations from Max Busser. A short hop to Bucherer in Covent Garden and you can glimpse the equally exclusive Armin Strom.
We can’t talk about independent watch brands in London without mentioning Harrods Fine Watch Room. Harrods is home to a number of independent watch brands, including H. Moser & Cie (who you can also find in Bucherer Covent Garden) and Parmigiani Fleurier.
Microbrands
Time + Tide Watch Discovery Studio, 1st Floor, West, Portland House, 4 Market Pl, Great Portland St, London, W1W 8QJ
For microbrands occupying a different end of the price spectrum, retail options can be a little more limited. Baltic are one of the only microbrands to have their own dedicated showroom near Oxford Circus. Thankfully in 2024, the Time+Tide Discovery Studio on Great Portland Street opened its doors and became the ‘go to’ place to explore micro independent watch brands in London.
With a selection of pieces from Nivada Grenchen, Fears, Isotope, Furlan Marri, Studio Underd0g… I could go on. You’ll struggle to find a better collection of microbrands anywhere in the UK. Alongside the permanent brands the Discovery Studio also regularly holds pop ups and events for niche brands who exhibit for a short period of time. Brands such as Brooklands Watch Company have appeared in the past. The Time+Tide Discovery Studio is also the only place you’ll find Norqain or Christoper Ward inside the M25.
If you’re looking for the best places to buy independent watch brands in London then the answer is you need to know where you’re going and plan ahead. Unlike Tag Heuer and Breitling boutiques, you’re unlikely to stumble across many places in London that stock your favourite independents.
There are plenty more independents not covered here who you may be able to find in London if you look hard enough. To start with I’d recommend checking out what’s on offer at Hands On Horology.
Oracle Time