Former Rolex flipper goes mainstream with Mayfair boutique opening

Diamond Watch Company in London's Burlington Arcade.

Pre-owned watch specialist Diamond Watches London (DWL) has opened a flagship store in London’s Burlington Arcade, a historic parade of shops in Mayfair that is home to a number of vintage timepiece specialists.

The new store is a dream come true for owner Danny Shahid, who built his reputation online, particularly to his 90,000 Instagram followers, but sees the Mayfair boutique as vital to reach a new cohort of customers.


“Covid-19 has had a colossal effect on the high street and some may question our timing, but having a physical presence in such an exclusive location will be extremely beneficial to our clients because we offer a personal service at the highest level,” Mr Shahid says.

“When restrictions allow, we go more than the extra mile for our customers, flying across the globe to secure the most desirable and rare watches at the right price in a matter of days. We are always open to sharing our knowledge on which timepieces are the most likely to offer a significant return on investment.”

Danny Shahid.

Mr Shahid says he has a global network of thousands of contacts to source the most sought after watches in record time, bypassing the bigger brands’ notoriously long waiting lists.

DWL currently has around 50 watches on sale through its website, 19 of which are listed as 2020 models.

The business has its own GIA graduate diamond specialist and an in-house workshop of watchmakers who authenticate the timepieces, as well as polishers and a servicing team.

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