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PRESS RELEASE - OPENING OF A NEW F.P.JOURNE BOUTIQUE IN LONDON
London, December 15, 2023 - Mayfair, a historic district close to some of London's finest parks, is renowned for its Georgian-style homes, refinement and charm. It is also a prime destination for art galleries, antique shops and other exclusive and prestigious establishments.
In this quintessentially British setting, F.P.Journe has established its eleventh Boutique at 33 Bruton Street, in an elegant eighteenth-century building located between Berkeley Square and New Bond Street.
Once you've taken the steps up to the porch, you'll immediately recognise the identity codes of F.P.Journe Boutiques, blending modernity, classicism and conviviality. Then, the bar, the nerve centre where discussions spark over a shared passion: the love of fine watchmaking, which can be appreciated in a dedicated space adorned with a large fresco honouring the work of the watchmakers and craftsmen who work alongside François-Paul Journe in his quest for excellence. The library, meanwhile, features a collection of carefully selected books providing visitors with a fascinating immersion into the world of time measurement.
Inaugurating his first store in Tokyo in 2003, François-Paul Journe has envisioned all his Boutiques as places where people can meet and exchange ideas. To mark the opening, an intimate event was organised by the London team, who will undoubtedly repeat the experience to unite enthusiasts around subjects that resonate with the values of the Geneva-based Manufacture. These occasions will allow to create privileged moments with an ever-growing community of connoisseurs.
Boutique F.P.Journe London
33 Bruton Street, W1J 6HH, London
Huge congratulations to F.P. and the London team....
London has been missing in the puzzle of boutiques. Im very happy to see this project become a reality in the former Holland & Holland premises.
The London team is a knowlegable and professional group of young gentlemen who also happen to be great watch lovers! A big congratulations Shawn, Jimi and Edward. I wish them a lot of success with this new chapter.
best
Christian
You were just there too!
From selling firearms to now watches! This space has seen a lot of interesting clients come through its doors!
Interesting
For this brand to invest so much in a location when their watches have such high demand and wait lists, it doesn't seem necessary. Maybe a way to have legitimacy ? I imagine anyone who walks in there would not have anything to leave with (as far as a watch). Good for service drop off.
Yes, those days are gone when you could walk in and then leave with a watch…
I think what is very important to FPJ is to get to know their customers before they are allocated a watch. They are tired with flippers and working vey hard behind the scenes to filter those out. They are not Happy that their watches becoming a trading asset but want people wear and keep the pieces. They are filtrering those clients. That requires that they get to know a costumer properly before he gets an allocation and is impossible with ad’s.
Your point about legitimacy is correct. You have a better representation with a boutique. The costumer is dealing directly with the company and the company is making sure that they are represented the way they want to be represented. London used to be covered by an AD. I’ve spoken to several members on this forum and people I met in London. Let’s just say it was not all great at this outlet. When you need something done it is often best to do it yourself if you are able. I know the London team and they are truly top tier.
Your point about legitimacy is correct. You have a better representation with a boutique. The costumer is dealing directly with the company and the company is making sure that they are represented the way they want to be represented. London used to be covered by an AD. I’ve spoken to several members on this forum and people I met in London. Let’s just say it was not all great at this outlet. When you need something done it is often best to do it yourself if you are able. I know the London team and they are truly top tier.
Yesterday I happened to be at an ad to order a watch. (Obviously not a FPJ) While placing my order the boss was sitting a meter away from me at the display counter with his computer and a cup of coffee. He didn’t bother to look my way. (yes he is a Rolex outlet.) It just reminded me why going the boutique route makes more sense.
I assure you that if you go to the London boutique you will be treated very well. And if your intentions are good and you are able to wait a little you may come back and pick up a new watch. It’s not impossible at all.
Once FPJ (and DuoButtons) become "ETF" (thanks to some market makers)
They need a luxurious and rarity facade to convince rich clients to join the rush and spend the inflated prices on secondary and auction market. The foundation of great horology is just the trigger....
To see the watches in the metal and learn more about the brand
I went to the old AD a few times. They tried to sell me expensive jewellery but I never even got to see a Journe watch except on an ipad on the website. Shawn, Jimi and Edward made time for me, showed me pieces, told me things I didn't know about the collection.
I am glad I can now speak directly with the brand not a 3rd party I really had a great service and they took the time for me even if there was nothing in the boutique for sale it was an excellent experience. I could feel their passion for the watches and will stop by again in the future to see if they have any different models on display. As a Londoner and enthusiastic watch nerd having the opportunity to interact with the watches and learn more about them is wonderful.
I wish the team the best of luck and would recommend visiting the boutique if you have the chance, it was much better than Patek on Bond St or any Rolex AD I have been too in London in the last 5 years. Only AP House also run directly by the brand comes close to actually making time for you to see a watch over coffee, though they are not as knowledgeable about what is going on inside the watch as the team at FPJ London, in my own opinion hey were just proposing me to buy a top end version of the 11.59 in rose gold which I said at the start was not my taste . Though like Patek and AP best to book an appointment with FPJ in advance if you want to see a watch.
I am glad I can now speak directly with the brand not a 3rd party I really had a great service and they took the time for me even if there was nothing in the boutique for sale it was an excellent experience. I could feel their passion for the watches and will stop by again in the future to see if they have any different models on display. As a Londoner and enthusiastic watch nerd having the opportunity to interact with the watches and learn more about them is wonderful.
I wish the team the best of luck and would recommend visiting the boutique if you have the chance, it was much better than Patek on Bond St or any Rolex AD I have been too in London in the last 5 years. Only AP House also run directly by the brand comes close to actually making time for you to see a watch over coffee, though they are not as knowledgeable about what is going on inside the watch as the team at FPJ London, in my own opinion hey were just proposing me to buy a top end version of the 11.59 in rose gold which I said at the start was not my taste . Though like Patek and AP best to book an appointment with FPJ in advance if you want to see a watch.
I visited just before the official opening
it is a great boutique. And a great team as has been said. It was nice sitting spending a couple of hours chatting with Edward.
I remember when it was the Holland and Holland shop. A nice bit of circularity that it is now FPJ in London. Here's to 10 years from now and their centigraphe edition!
No more 10 Years Centigraphe
there will be no more limited editions (including 10-year Centigraphe) of any FPJ after Tokyo limited 2024. That's what I heard.
A very professional team and location is second to none ..
As for knowing clients and flippers ..I think market has corrected and flippers have gone down the rat hole 🕳️ and hope all would who intend to make a quick buck and deprive the passionate user of the allocation. It would be interesting to see which direction the market heads to . Brands are Continuously raising MRP and grey market prices are sinking and I think half way thru they are meeting. Production issues would be ironed out as brands would have to maximise the use of resources like space , watchmakers , R&D investments & materials so they can produce the maximum and survive . I personally feel the high end and low end would suffer and mid tier range will continue to do well .
I think it’s the opposite. The high end will be safe, your Rexhepis, vintage pateks, complicated Journes. I feel the more “generic” watches will continue to suffer as more and more sellers put them up for sale.
To the left of Francois-Paul
It’s the Director of the London Boutique, Shawn Mehta. Next to him it’s the CEO of Montres Journe Amelie Lefevere.
