Shaftesbury Capital has announced Tissot, the Swiss watch brand owned by the Swatch Group, has opened its debut flagship boutique in the vibrant and historic district of Covent Garden, representing the brand’s only standalone store in the UK. This new location marks a significant milestone for Tissot as it continues to expand its presence in one of London’s most iconic shopping destinations.

Tissot’s Covent Garden flagship, located at 7 James Street, showcases its broad selection of premium watches for men and women, both young and ambitious. Over 170 years, Tissot have learned that ‘there is no progress without staying focused’, boasting exceptional materials and sports functionalities, combined with Swiss-made craftsmanship and precision. In a modern, inviting atmosphere, the boutique stocks new products and crowd-favourite collections including the Tissot PRX, Seastar, T-Touch Connect, and Le Locle. 


Tissot’s debut flagship further enhances and diversifies the strong luxury watch and fine jewellery portfolio across the Covent Garden estate, joining global brands Bucherer, Hublot, OMEGA, Tag Heuer, Tiffany & Co. and TUDOR, as well as recently opened Messika and Girard-Perreguax. 

Michelle McGrath, Executive Director, Shaftesbury Capital, commented: “Tissot has been an innovator within the watch industry for decades, boasting a rich heritage and historic brand journey. At Covent Garden, we endeavour to present the very best of retail across multiple categories, and there is a clear opportunity for Tissot to thrive and deliver timeless pieces and extend the range on offer for our visitors.”

Sylvain Dolla, CEO of Tissot added: “As we celebrate over 170 years of watchmaking heritage, this expansion in the heart of London and the popular Covent Garden specifically, is a significant stride in bringing our own blend of tradition and modernity to a broader audience. We look forward to offering our customers an immersive experience that reflects the spirit of Tissot.”

This announcement follows recent openings of luxury perfume house Creed at 14 King Street, the debut flagship of contemporary demi-fine jewellery brand Missoma at 46 Monmouth Street and the first permanent brick-and-mortar store for independent British womenswear retailer Odd Muse at 33 Monmouth Street.