Bremont at 29 South Audley Street, London
Quintessentially British brand Bremont has a new boutique just off London's Mount Street, which just opened in July 2012. They invited us over to take a look and share a drink with the team and a few collectors. The shop fits the brand perfectly, and here's a look at what we saw.
The first thing you notice when you walk in the front door is a vintage motorcycle. It's the real deal, not a prop - there's a drip pan actually catching oil sitting underneath the thing. The whole boutique is like this - instead of aviation, diving, and motorsports inspired decorations, they've brought in real pieces to fill the store. A floodlight, and ejector seats, propellers, and a few other sizable hunks of wood and metal are peppered around the shop floor. There's a great bar and sitting area at the back as well.
A Real Vintage Motorcycle at Bremont
And then there are the products. This is Bremont's first home of its own, and the full range, including everything from basic ALT1-C chronographs to more complicated limited editions, is on display. There's a good mix of very straightforward displays, ie. replica watches organized by collection in a large glass case, and more interesting cases featuring mixes of watches, vintage instruments, and inspirational decorative items. The brand's straps and accessories (cufflinks, keychains, etc.) are also on hand.
A look inside.
With both IWC and Replica Rolex having new New York homes and now Bremont opening Mayfair digs, there have been some seriously cool new boutiques in 2012. It's nice to see brands pushing themselves to offer an exciting shopping experience that is a genuine extension of the brand, rather than just a basic point of sale.
The Bremont boutique is at 29 South Audley Street, London W1 and can be reached at +44 203 394 2680 and southaudley@bremont.com. If you're in London, it's a must see.
A Variety of Bremont replica watches
Bremont ALT1-C Chronograph
A Sitting Area at the Back
A Few Little Accessories
Bell Jar Full of Dials
The Limited Edition P-51
The P-51 Display
A Selection of Straps
Takeoff
Real-Deal Decorations
Checking Out the Cases Up Front
Leander Club Special Edition Chronograph, with Rowing Strokes-per-Minute Scale
Bremont Britannia
Bremont Inside Basel.Geneva 2012 Germany 8415