Cult independent watch brand, The Camden Watch Co, finally brought their unpretentious urban designs to East London this month, with the opening of their 2nd London store at Boxpark Shoreditch.

With Founders, Anneke Short and Jerome Robert, boasting a background in luxury watch design, they both trained in watch capital Geneva, the duo present an eclectic mix of industrial style watches, perfectly in keeping to their new surroundings.

Located on Bethnal Green Rd, the new store has been given a healthy dose of vintage style; a look The Camden Watch Co. is fast becoming famous for. Both Short and Robert hope their newest venture, showcasing their urban creative flair, will become as much of a tourist attraction as their flagship Camden home.

“We’re so excited to be opening a second retail space – we love the freedom for creativity and the proximity to the customer that our stores and pop-ups provide. Boxpark is such a great fit for us, it’s packed with creative independents and inspiring brands, all set in an area brimming with history.” says Short.

Using London as their muse, with a strong affinity to the industrial heritage of Camden Town (hence the name), the core collection of watches are named after some of the city’s oldest bus routes, with the special edition Northern Line celebrating the tube line.

We bring the industrial element through a lot of small, subtle details, such as brushed metals, railway studs and brown paper tied with string” adds Robert.

Last December saw the brand launch their very first Limited Edition watch in the form of the Tom Sayers No.88.

In keeping with East London’s deep routed history with boxing, the Tom Sayers No.88 commemorates the greatest bare-knuckle boxer England has ever seen. Elevated to legend status when he beat leading US heavyweight, Harry Paulson, Sayers became England’s first ever boxing champ!

Limited to a production of just 200, with each timepiece numbered accordingly, the Tom Sayers No.88 captures boxings raw talent with its unique design, full of charm and character. Finished in a silver casing, the robust and sturdy design of the No.88 allows for an interchangeable strap, a wide selection is available in both leather or nylon, making this thoroughly British creation a winning choice.

Next month, The Camden Watch Co. will debut another special edition, the Camden x KPP Cycling Watch, designed in collaboration with cyclist Kitty Pemberton-Platt and inspired by vintage cycling.

Composed in celebration of the UK’s long-standing love affair with the bicycle, The Camden Watch Co. have worked on this special edition design, drawing inspiration from the style and aesthetics of vintage cycling, all the while ensuring that the watch retains its modern and minimalist look.

Our special editions are a small batch that draw their inspiration from specific locations – these are produced in very small quantities, which make them very hard to come by”, says Short.

With a determination to stand out from the crowd and not purposely follow the trend, “If we happen to design a watch that fits a certain trend du jour, that’s fine, but it will be chance” states Robert, the Camden Watch Co. have successfully built a quintessential British brand that perfectly captures both the rich industrial heritage and eclectic, vibrant present of London town. A welcomed addition to Shoreditch.

Open now, the new Camden Watch Co. store is located at No.8 Boxpark Shoreditch.

Watches start from £69.

Inspired by London, made to be worn

www.camdenwatchcompany.com