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British Watch Brand Bremont Opens First Store

The store, at 29 South Audley Street in London’s Mayfair, has a vintage-looking aluminum bar in the back that serves alcoholic and nonalcoholic refreshments.

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WATCH CLOSELY: Bremont, the British watch brand, has opened its first unit, a 1,000-square-foot space for retail — and cocktails. The store, at 29 South Audley Street in London’s Mayfair, showcases its watches in glass cases and, at the back, has a vintage-looking aluminum bar that serves alcoholic and nonalcoholic refreshments.

“We want to build a bit of soul into what we do,” said Giles English, who founded the company with his brother Nick. The brothers are aviation aficionados, and their chronometer watches are inspired by the ones that pilots wear. Bremont also supplies watches to 14 military squadrons, including U.S. Navy pilots and parts of the British Army air corps.

Next up for Bremont is the limited-edition Victory Watch, which features bits of oak and copper from the HMS Victory, Lord Nelson’s flagship. The watch will launch at the end of this year and cost 11,950 pounds, or about $18,650 at current exchange.