PROJECT: MR JONES WATCHES, LONDON

Step inside Mr Jones Watches, and you’ll be transported into a world of creativity and innovation. This flamboyant flagship store perfectly showcases the exquisite, one-of-akind timepieces created by this successful online horologist who has now entered the world of bricks and mortar.

Mr Jones Watches truly embodies imagination and inventiveness. Its watches are stunning; each one an artistic masterpiece that is so much more than a functional item. The new Neal Street showroom is suitably quirky and distinctive to mirror the art and design heritage of these unique time pieces.

The brand’s philosophy revolves around collaboration and since 2007 it has partnered with over 50 artists and designers. This has resulted in a diverse and unique collection of products. The watches are made using a layered approach, where the watch face is pad printed with one colour at a time. The timekeeping mechanism is often integrated into the design, for example, using a character’s eyes, legs, or teeth. It was crucial for the new shop to showcase the full range of watches, a customization area for bespoke straps, illustrations, and engravings, and also have room for apparel, presented in an innovative and engaging way.

Photography: GG Archard

Just like the watches, the store is constructed from a series of layers to create a striking interior. The bright orange shopfront captures your attention and the minimal window display affords views straight instore. The window displays just three individual stands in the style of a mock watch face and each showcases a different model. The curved sales counter on the left invites you in, leading the way to the stunning interior.

The internal ceiling and walls feature lime green ply panels that are layered from the front of the store to the rear creating an inspired tunnel. On the right perimeter wall, individual pieces are displayed within each of the recesses that have been formed between the plywood layers. The watches are behind a stylised magnifier, so that you can get up close and personal with the individual products and appreciate the intricacies of the illustrations, as well as their workings. QR codes below each timepiece invite you to delve into the story, design, and process behind each piece.

Sleek, natural plywood cupboards for storing stock have been incorporated into the concept and line the wall below the watch displays. The T-shirt range is displayed underneath the personalisation station on the opposite wall. At the end of the green ply tunnel an enormous watch face is displayed on the rear wall epitomising the brand’s signature design. This can be changed to display key product lines or new styles. Beyond this, a workstation area and an exhibit space for collaborating artists awaits. Natural wood floors, bright lighting, and exposed white brickwork walls complete the look.

Director and Founder, Crispin Jones, partnered with Seen Studios to bring this lavish, fun environment to life. It personifies the unique spirit of this London-based watchmaker and sets the stage for a truly memorable shopping experience. With its distinctive, one-of-a-kind watches and imaginative store design, Mr Jones Watches is a must-visit destination for anyone seeking something truly special.