WatchHouse, the upscale coffee chain known for its rare brews that can cost up to £25, has opened a new cafe in St John's Wood, northwest London. The new location at 51A St John's Wood High Street marks the latest expansion for the brand, which launched in Bermondsey Street in 2014.
What to Expect at the New WatchHouse
The cafe offers a menu of caffeinated classics and seasonal specialities, along with pastries from its own 'viennoiserie' – a high-end bakery. The 500-square-foot space centres around a warm oak espresso bar, with design elements inspired by the local area. A signed 'Three Forms Assembling' print by Barbara Hepworth, who lived nearby during her early sculpting career, adorns one wall. Other features include a concave ceiling that nods to the nearby St John's Wood Church and chalk-toned walls.
Seating and Ambience
The coffee house accommodates 20 covers indoors, with additional outdoor seating under an awning extending onto the street front. The site previously housed Orée Boulangerie.
Expansion Plans
WatchHouse has ambitious growth plans, with founder Roland Horne aiming to expand from 25 to 100 sites worldwide in the next three years, and a 10-year vision of 1,000 locations. New London sites are planned at Millennium Bridge, Queensway, Brunel Square, and Basinghall. Beyond London, the chain already operates in Bath, the UAE, and New York, where it recently secured financial backing from a private equity firm run by Jeff Bezos's younger brother.
Visit the New Cafe
North London coffee enthusiasts can visit the new WatchHouse at 51A St John's Wood High Street, NW8 7NJ.
