British startup Minute & Azimut opens pop up store opposite Selfridges


Minute & Azimut is opening its most ambitious pop up store to date with the takeover of a corner boutique right opposite Selfridges in London.

The boutique on Duke Street, a side street that runs perpendicular to Oxford Street, is directly opposite one of the entrances to the famous department store.

The pop, which opens from December 16-24 up replaces a brief temporary store at Candid Arts Trust in East London, which ran from December 2-4.

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Minute & Azimut is a brand born in the hipster East London enclave of Shoreditch.

It launched its first collection of watches, called the Bisham range, in June this year following a crowdfunding campaign that raised over £20,000.

The company aims to be socially and environmentally responsible, stating on its website: “If we take from the Earth, we must give back. That’s why we pride ourselves on being ecologically conscious. We think it’s important, so we partnered with the Woodland Trust, as a hazel member we contribute to the conservation of British woodland and it’s thanks to you that we can do this. Our founding principle is a simple one; provide an elegant and durable timepiece whilst giving back to the environment.”



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Rob Corder

The author Rob Corder