Bremont has now opened its second London boutique in a bid to drive up sales in the city.
The new store, housed within the Royal Exchange luxury retail complex, opened this week at a late night festive shopping event.
The opening of a second London store is part of a strategy to increase the brand’s sales within the capital, which it said are lower than sales from other regions of the UK.
Bremont will now sell its watches alongside fellow Royal Exchange timepiece retailers that include Bulgari, Montblanc, Omega and Watches of Switzerland.
Bremont co-founder Nick English said: “Based on the recent opening of our state-of-the-art boutique in Hong Kong, [co-founder] Giles [English] and I have been working hard to improve the design and functionality of our boutiques with the introduction of new technology whilst retaining the personal and approachable touch for which Bremont has become renowned.
"The result of having our own boutiques not only provides a wonderful customer experience but also has a beneficial halo effect on our wholesale market.”