Detroit watchmaker Shinola has shifted to a new location in London barely a year after opening its first outlet in the capital.
The company, which is also famous for its bicycles, opened in Newburgh Street, close to Carnaby Street, at the end of 2014 in what marked its first foray into the UK and Europe.
However, it has now moved down the street into a larger space and building with a rich history in Foubert’s Place, which is situated right in the heart of Soho.
The store houses all of its best timepieces, including its limited edition Muhammad Ali Center Watch collection, which was created in partnership with Muhammad Ali Center.
With January 17 marking he boxing legend’s 74th birthday, the collection has been a key focal point for the brand this month.
All of Shinola’s watches are handbuilt at its factory in Detroit. Its investment in manufacturing has seen it bring a large number of jobs back to the city. The company is also renowned for its city clocks in the likes of Minneapolis and Chicago.
Chief executive Steve Bock has previously described the London market as the “gateway” to Europe and said its launch in the UK is part of a wider international roll-out plan.