Larsson & Jennings has added a new customisation bar to its flagship London store.
Customers at the Monmouth Street store, which opened in Covent Garden in December, can now design their own watch using the LJX Custom bar.
Options include a choice of both Swedish and British leather straps and a number of watch component choices which customers can select before the watch is assembled in store.
Handmade straps from tanneries in both Somerset and Tärnsjö range in colour from vibrant orange to racing green and will be updated seasonally to include new colours and exclusive collaborations. The straps can be teamed with one of four 40mm watch heads.
Freddie Wyatt, the brand’s creative and e-commerce director, said: “We are proud to partner with our handpicked Swedish and British tanneries to provide quality handmade leather straps for our watches. LJX Custom gives Larsson & Jennings and our customer the opportunity to experiment with combinations outside the core range, showcasing different angles to the brand and product offering. We are looking forward to growing LJX Custom into an immersive in store experience as we build the business”.