Brand Alert: Luxury House William & Son Moves to Sumptuous New Digs

William & Son

Purveyors of luxury William & Son have recently moved to a new flagship space on Bruton Street. The location might be fresh but the renowned service remains the same.

Holding its own in an area dominated by global retail heavyweights while flying the flag for British craftsmanship, family-owned Mayfair boutique William & Son is a bastion of traditional British luxury retail. Among the plush carpeted floors and ornate cabinetry you’ll find beautifully curated displays of jewellery, watches, riding and hunting apparel and gentleman’s paraphernalia that all champion a roster of UK artisans.

William & Son – bespoke services on everything

“British craftsmanship is alive and well,” says founder William Asprey, whose family have owned a store in Mayfair for almost 170 years. From its watch selection through to its clothing, a central part of the boutique’s DNA is its Britishness. Priding itself on the unique, William & Son also offers bespoke services on everything from rings to rifles. As Asprey points out, “What is more luxurious than having someone make a one-off item just for you?” With long-standing ties to Mayfair, Asprey is a worthy ambassador for an area he sees as synonymous with luxury and quality. Last month saw William & Son relocating to  a larger 80,000sq ft spot on Bruton Street comprising the full collection as well as offices and a design studio.

Asprey does sound a note of caution when it comes to sustaining the “Made in Britain” movement. “We need to encourage apprenticeships and get younger people involved in craft,” he says, “to make sure that these skills are not lost.” A valid point, although, with William & Son’s growth, the future of British craft appears in excellent shape. ML

William & Son, Bruton Street, W1,