#Japan #Tokyo #VULCANIZE LONDON #Asprey #Backes & Strauss

Little London in Aoyama Revamped

Vulcanize London, a flagship store operated by British Luxury Brand Group (BLBG), has recently undergone a major renovation, welcoming new partner brands that elevate the shopping experience in the heart of Tokyo. Known as "Little London," this district in Aoyama is celebrated for its exceptional selection of British brands.

This autumn, two prestigious British luxury brands have joined Vulcanize London. The first floor features Asprey, an esteemed jeweler that holds a royal warrant from the British royal family, and will showcase a range of jewelry items, including their renowned signet rings, which have been cherished by European aristocracy for centuries.

On the second floor, customers can explore the first concept shop in Japan by Backes & Strauss, the world’s oldest diamond house, which was founded in 1789. Known for their exquisite timepieces that integrate movements from the acclaimed watchmaker Franck Muller, the shop will debut two limited edition watch models as part of their grand opening celebration.

Asprey: A Glimpse into Royal Heritage

Asprey is synonymous with luxury and timeless elegance. Their collection boasts iconic pieces, such as gold signet rings engraved with family crests and silver-headed canes, that resonate with the depth of British heritage and craftsmanship. The store at Vulcanize London will not only provide a stunning array of luxury items but also features a remarkable mantel clock commemorating Admiral Nelson’s flagship, HMS Victory, a testament to Britain's maritime legacy.

Nobuo Nakamura, Managing Director of Asprey Japan, expressed his enthusiasm about the collaboration: "For Asprey, it is crucial to reach discerning customers who appreciate the essence of British luxury. We hope our boutique on Aoyama’s Antique Avenue will provide an exceptional opportunity to connect with such connoisseurs."

Backes & Strauss: Tradition Meets Innovation

On the second floor, Backes & Strauss presents a unique blend of glamour and sophistication. They collaborate with elite Swiss watch manufacturers to craft exquisite timepieces that combine their exceptional diamond knowledge with traditional watchmaking excellence. Their watches have become highly sought after within London’s upper class, and customers are invited to experience their exceptional creations in person.

Valques Kanajan, the brand owner of Backes & Strauss, spoke highly of the partnership: "Vulcanize London is the perfect partner we have sought for years in the Japanese market. We love the atmosphere of The Playhouse, which embodies British luxury, and we are excited to share the allure of Backes & Strauss from Aoyama."

To commemorate their opening at Vulcanize London, Backes & Strauss will offer two limited edition watches, priced at 1,870,000 yen and 2,750,000 yen, showcasing brilliant diamonds and gold craftsmanship.

About the Brands

Asprey London

Founded in 1781, Asprey has become synonymous with British luxury, cherished by royalty and aristocrats worldwide. Their expertise spans a range of luxury items, including silverware, crystal, leather goods, and jewelry, all marked by exquisite craftsmanship and timeless elegance. Their flagship store in London continues to create masterpieces that blend tradition with innovation, ensuring that each item embodies British heritage.

Backes & Strauss

As the oldest diamond house, established in 1789, Backes & Strauss has continuously pursued excellence in diamond cutting and artistic design for over 230 years. Their partnership with renowned Swiss watchmaker Franck Muller has led to the creation of stunning watches that seamlessly marry diamond artistry with horological expertise. Their pieces epitomize British elegance and are a testament to their commitment to luxury.

Vulcanize London

Since opening in 2002, Vulcanize London has served as a premier specialty store for British brands. Following its renovation in November 2024, the store has transformed into an experiential space that captures the essence of London’s vibrant culture, now showcasing a curated selection of British luxury items, alongside contemporary cultural expressions. Located in the heart of Aoyama’s bustling Antique Avenue, Vulcanize London is the ultimate destination to experience authentic British luxury in Tokyo.

Store Information:
Vulcanize London Aoyama
5-8-5 Minami Aoyama, Minato-ku, Tokyo 107-0062
Tel: 03-5464-5255
Opening Hours: 11:00 AM - 7:00 PM, irregular holidays.

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