Larsson & Jennings store in Monmouth Street in London

In case you haven't noticed from our recent round-ups of the best wallet-friendly watches around, we've been keeping a close eye on Larsson & Jennings' sleek timepiece releases. The only minor problem being that, as they're mostly stocked at online outposts, it's been very hard to see them in non-digital form if you're not, say, a GQ fashion editor. Thankfully that's all changed as the Anglo-Swedish brand has just opened its first standalone branch in the capital.

Located on Monmouth Street in London's increasingly menswear-friendly Seven Dials district, this new space will sell the watchmaker's core collection of Swiss-made watches, as well as in-store exclusives, new leather accessories, and limited edition styles.

The shop has got that pared-down Scandi-vibe you'd probably expect - white walls, wooden floors, and varnished furniture to sit on. However that only helps to showcase the products, which poke up from the counter displayed on individual gold rods. Not that the products really need it - each model you come across is as eye-catching as it is classic (for example, the black tie appropriate, all-gold faced Saxon model, which comes in at £345).

If you don't see something you like, you've got the chance to customise a watch to suit by choosing from a selection of Swedish and British leathers, as well as new hardware options. This will then be put together for you on site at the first-ever LJX Custom area.

Even if you have come merely to browse the timepieces on offer, you'll probably stay for the Fika bar in the corner serving Swedish-style espresso around the clock. Sure, they're facing strong competition from the Monmouth Coffee Company down the street, but, let's face it, you can't get your watch fix in there at the same time can you?