Longines

Longines runs an official single-brand boutique on James Street in Covent Garden, a few steps from the Piazza and the Underground station. The Swiss watchmaker, part of the Swatch Group, uses the space to show its collections in a dedicated setting rather than across a multi-brand counter, so the range can be compared properly on the wrist.

Founded in 1832, Longines is one of the longest-established names in Swiss watchmaking, and the Covent Garden boutique is run by the brand itself. Its watch specialists guide customers through the current lines and handle maintenance such as strap replacement, applying the same care to the latest releases as to heritage models. Reserve-in-boutique and collect-in-boutique services are offered for those who want to choose online and finish the purchase in person.

Longines boutique on James Street

The boutique carries Longines watches for women and men across the main families: Master, Conquest, Spirit, Elegance and Heritage, which takes in the Legend Diver, Ultra-Chron, Pilot Majetek, Conquest Heritage, Flagship Heritage and Avigation models. That spans classic dress watches, sports pieces and heritage-inspired designs, with a range of movements and finishes. NATO, leather and rubber straps are stocked, and the boutique also sells Longines eyewear.

What to expect on a visit

The boutique opens seven days a week, with later closing Monday to Saturday. James Street links the Piazza to Long Acre and is one of Covent Garden's busiest short streets, so it is an easy stop within a wider visit to the market. Buying here means dealing with an official source and the after-care that comes with it. Browse our Covent Garden jewellers and watch shops for more, or look in on the Swatch shop a few doors along for the group's more playful side.