Pragnell revives its London roots with boutique opening in Mayfair

An artist sketch of the Mount Street showroom is an accurate depiction of the now-open Pragnell boutique.

Pragnell, a family-owned jeweller that can trace its history back to the early 19th century, has opened a boutique in London’s Mayfair.

The showroom on Mount Street is the first family jeweller in central London to have secured agencies for both Patek Philippe and Rolex in recent years.

The watches sell alongside jewellery ranging in price from a few thousand pounds up to several million for pieces housing rare and prestigious diamonds and other gemstones. Pragnell makes the majority of its own jewellery, but also offers valuable antique pieces.


Mount Street is becoming a mini hub for prestige watches, with Richard Mille and Parmigiani Fleurier operating flagships opposite Pragnell’s and Bremont’s London headquarters and showroom just around the corner.

The company’s current managing director, Charlie Pragnell, gave WatchPro a tour of the new premises yesterday. The main showroom is on the ground floor, but there is space for private consultations on a lower level, which also gives additional space for events hosted for the company’s well-heeled clients.

The rear of the ground floor is dominated by two substantial consultation areas for Rolex and Patek Philippe, and the interior designers have successfully blended the obligatory branded furniture into the architecture of the historic building.

The shop has been open since November 22, and was already buzzing with customers when WatchPro visited, in part because of a significant national newspaper advertising campaign in cooperation with Rolex.


An advert in The Times promotes the opening of Pragnell in Mayfair.
An advert in The Times promotes the opening of Pragnell in Mayfair.


“This is an exciting development for our family-owned-and-run company and represents the consolidation of numerous ties, and the maintenance of a constant presence within the London jewellery trade, dating back to the early 1800s,” says Mr Pragnell, who is also linked to the London jewellery trade through his wife Emily, a relative of the Garrard family, and his mother Jane, of sixth generation Bond Street jewellers, Waters and Blott.

The business’s historic flagship is George Pragnell in Stratford-Upon-Avon, named after its founder. The group also owns Tarratt, which has showrooms in Leicester and Rugby.


Please enter your comment!
Please enter your name here