Swatch

Swatch has its Covent Garden shop on James Street, the short, busy street linking the Piazza to Long Acre right by the Underground station. The Swiss brand is known for colourful, affordable watches and, in recent years, for the Bioceramic MoonSwatch made with Omega, which has brought a new wave of visitors to its shops.

Swatch helped redefine the affordable Swiss watch, and this is an official brand shop rather than a stockist. That shows in the service counter: battery change and battery power check, direct in-store warranty replacement, machine and manual glass polishing, buckle, loop and strap changes, strap adjustment, and activation of Swatch Pay for contactless payment from the wrist.

Swatch watches in Covent Garden

The shop carries the wider Swatch collection: bright everyday designs, the slim Skin line, Irony steel models including chronographs, seasonal releases and limited editions, plus the MoonSwatch range when stock allows. Pieces are made in a range of materials including plastic and Bioceramic at accessible prices, and are out on display to try, so it is easy to compare colours and styles on the wrist before choosing.

What to expect on a visit

The shop opens seven days a week, until 8pm Monday to Saturday. Staff can talk through the different lines and help match a watch to a style and budget, which is useful given how often the range changes and how sought-after some editions can be. Its spot on James Street makes it a quick stop between the market and Long Acre. For more watch shops in Covent Garden see our jewellers and watch shops, including the Longines boutique on the same street, another Swatch Group brand.