Frost of London is moving out of London’s New Bond Street around the corner into a six-storey property on Brook Street, Mayfair.
The new premises has 50% more retail space, and its multi-storey layout will allow for Franck Muller watches and Djula fine jewellery.
There will be a lavish private dining room to entertain customers in unadulterated style, the company promises.
Brands have been refined and the Brook Street Boutique will house fine jewellery courtesy of Akillis, Alessa, Davidor, de Grisogono, dinh van, Djula, Faberge, Fope, Fred, Pippo Perez, Roberto Coin, Shamballa Jewels, Shay Fine Jewelery in addition to in-house designs.
Watch brands will include Arnold & Son, Backes & Strauss, Franck Muller, Roger Dubuis, U-Boat, Bell & Ross, Bulgari, Cvstos, de Grisogono and HYT.
The new store is expected to open in May.
It is the second major multibrand retailer to leave Bond Street in recent years, joining Marcus, which moved into a prestigious townhouse on Berkley Square. Bond Street is now dominated by monobrand stores for the likes of Patek Philippe, Rolex, Cartier, Breitling and Hublot.
