Online watch retailer Watch Pilot will open the doors to its first-ever physical retail shop in Richmond, London morning.

The store is located on George Street, in the heart of Richmond, and offers  affordable and high end timepieces, according to co-owner Tim Harrison.

It stocks 30 brands including Casio, Rotary and Daniel Wellington to Junghans, Herbelin and Marathon. Harrison chose Richmond for the opening of Watch Pilot’s first store because of the lack of watch retailers in the area.

“We’re targeting affluent areas,” he said. “Their wallets will be less affected by the cost-of-living crisis.”

Harrison said the store will help boost its brand awareness, which would help attract more brands, including more luxury players, to its business.

Last week, Watch Pilot launched a new website that offers “an elevated digital retail experience”.

The brand has already launched its Black Friday Sale to help customers spread the cost of Christmas.