RETAIL SPOTLIGHT – Wolf open their first pop-up store in Covent Garden, London



LONDON – WOLF have announced the opening of their first pop-up store in London, in Covent Garden.

Open to customers from June 5, 2024, the store opening is the continuation of the many activations and launches being conducted by the company as part of their year-long celebration to mark their 190th Anniversary. 

The store is located in the heart of Covent Garden’s Seven Dials neighbourhood at 72 Neal Street, the home of an array of unique, iconic shops, brands and retailers.

The pop-up store will be an immersive space for WOLF to showcase and sell their wide range of must-have products and collections.

RETAIL SPOTLIGHT – Wolf open their first pop-up store in Covent Garden, London

From their safes and cabinets, to jewellery boxes, travel pouches, watch rolls, and their iconic patented watch winders, the store will provide a complete WOLF experience for current and new product launches. 

This will be the perfect space to explore the WOLF brand, with its central London location becoming the ultimate shopping destination for customers looking to explore all of WOLF’s wonderful products.

The 945 sq ft pop-up store will provide consumers with the opportunity to experience the magic of WOLF in person. 

Simon Wolf, CEO and owner, said: “I am incredibly proud of what my family has managed to achieve over the past 190 years. And what better way to celebrate the 5 generations but to open a retail shop, something we have always wanted to do. 

“72 Neal Street is the perfect location, in the heart of Covent Garden’s Seven Dials, one of the world’s most prestigious shopping areas. It will be wonderful to be able to welcome customers into the world of WOLF at a level never seen before. 

Providing consumers with a full retail experience, the store will also provide the business with the opportunity to conduct training sessions with their key retailers, ensuring they can equip all partners with in-depth product and brand knowledge. 

Open 7 days a week, the venue will also host exclusive events with key industry media and partners, creating community activations with the opportunity for key speakers to attend and invite their network of partners and consumers to attend across the watch and jewellery industry. 

The WOLF store will host a series of panel discussions with key industry speakers across the jewellery and watch industry.  At present, WOLF has already confirmed a talk with Rachael Taylor, a renowned journalist who specialises in the luxury goods and jewellery industry, as well as being the founder of The Jewellery Cut, and an exclusive book launch. A full schedule will be provided shortly with a list of speakers and events. 

Since 1834, the WOLF mark has been a symbol of decades of innovation and the pursuit of the perfect design. As a fifth-generation family-owned company, WOLF understands extraordinary objects are representations of extraordinary moments in life. They believe that for a legacy to endure, it must be nourished and upheld while melding beauty and functionality. WOLF is dedicated to honouring people’s stories and the priceless jewellery and timepieces entrusted to them. 

To find out more about the store or to speak with WOLF CEO, Simon Wolf, please email [email protected] 

For more information on WOLF, please visit