French watch retailer Kronometry 1999 is exactly what you would expect of a store on New Bond Street.

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French watch retailer Kronometry 1999 is exactly what you would expect of a store on New Bond Street. It is expensive, both in terms of the stock it offers and the design of the interior, albeit not quite as ludicrously overpriced as Bond Street proper, a couple of hundred yards to the south.

Even allowing for this, there are considerable differences between the fit-outs along this select part of the West End and this shop, which opened in January, is definitely among the better ones. Created by Hervé Moreau, the designer that the retailer has worked with on a long-term basis, the store is deep with a relatively narrow frontage.

There is a danger with this kind of store that it can end up by being a bit of a tube station, but Kronometry 1999 has avoided this by using the pillars along its length to create private and semi-private consultation areas. It has also opted, sensibly, to make the most of the store’s shape by putting an ebony strip in the middle of the tiling on the floor that takes the eye straight to the back of the shop.

And wisely, it has not put anything in the mid-shop to avoid obstructions, choosing instead to put the Macassar Ebony fixtures along the perimeter on both walls. This form of retailing is possible when high densities are not an issue, and with watches that sell for as much as £200,000, it is no surprise that the shop has been allowed to take this form.

A tricky act to pull off successfully, but thanks to Moreau’s design and project management and fit-out duties from rpa:vision, it has been achieved.