Beaverbrooks’ luxury brand Loupe opens second store

Beaverbrooks’ fine jewellery and watch brand Loupe has launched its second boutique in Croydon London, which opened on Friday 12 January 2024.

Loupe is a thoughtfully curated concept by Beaverbrooks, the 105-year-old family-owned jewellers with 87 stores nationwide.

A project over five years in the making, with a total investment of more than £6m, Beaverbrooks said Loupe successfully transitioned from the Lyons brand with the opening of its flagship boutique in June 2022 at centre:mk in Milton Keynes.

The Lyons, now Loupe, team will remain the same and continue to deliver its service to Loupe’s new and existing clients.

The boutique, located in Centrale Shopping Centre, Croydon, is set across over 4,300 sq ft of retail space and will generate five jobs in the area.

It features a large, dedicated 900 sq ft showroom for watch brand, Rolex and an adjoining Rolex Authorised Service Centre, where clients can benefit from on-site watch adjustments and repairs.

The Rolex Authorised Service Centre features a bespoke client viewing area in the workshop, where clients can interact and observe the Rolex accredited watchmaker on-site.

The new Rolex showroom will sit alongside Loupe’s own collection of diamonds and contemporary fine jewellery, hand-selected by its “experienced” buying team, and distinguished by its own hallmark.

The collection showcases several “classic” and “modern” pieces, from diamond rings to fine jewellery, in its thoughtfully curated collections such as Spyra, Confidante and Asteria.

The new Croydon boutique also features a new extensive hosting area, including its own bar, feature lighting and “luxurious” Italian cotton, velvet and twill furnishings. It also boasts a secret room, ‘The Drum,’ which is completely private and allows clients to listen to their own playlist through its media wall.

Additionally, the boutique also houses brand new immersive showrooms for Swiss watch brand partners, Omega, Breitling and Tudor. Other jewellery brands that can be found in the boutique include Royal Asscher and Mikimoto.

Loupe will be the only stockist of Rolex, Omega, Breitling, Tudor, Royal Asscher and Mikimoto in Croydon.

Anna Blackburn, managing director at Beaverbrooks and Loupe who has spearheaded the development of the Loupe brand, said: “2024 will be a big year for Loupe, and we are thrilled to announce our expansion of the brand with the launch of our second Loupe boutique in Croydon and our luxury e-commerce proposition for online purchases.

“We are exceptionally proud to continue our partnership with iconic world-leading brand, Rolex in our second Loupe boutique, alongside our extensive offering of luxury Swiss watch brands including Omega, Breitling and Tudor.”

She added: “With the rising demand for personal, immersive retail experiences, Loupe brings a fresh approach to the luxury sector. Even the name itself – which signifies the magnifying glass used by jewellers and watchmakers – has been chosen to break conventions and be memorable. It represents the concept of looking through a portal into an exciting new world and magnifying craft and beauty, offering luxuriously delightful experiences for both new and existing clients.

“Our Loupe boutique in Milton Keynes has achieved great success since opening in June 2022 and we’re excited to see this success continue with our Croydon boutique and beyond.”