Just standing outside William & Son’s base on Bruton Street in London is enough to learn a few key things about this brand. The architectural elegance of the Edwardian façade is the perfect symbol for the sophistication and longevity of the brand’s offerings. The mixture of the red brickwork, the white windows, and the blue storefront happen to be the colours of the British flag – and William & Son is quintessentially British. Finally, the location is Mayfair: one of London’s most stylish and storied neighbourhoods, the place formerly known as ‘the Town’ where aristocratic, country-dwelling rakes from the Restoration to the Regency period would go for urban excitement and adventure.
Now, almost two decades after the brand was founded in 1999, William & Son is rightfully regarded as one of the UK’s preeminent town & country brands. The relative youthfulness of the brand belies the timelessness of its offerings. However, when you consider that founder William Asprey had previously worked at the Asprey family’s acclaimed Bond Street jewellers (where he was responsible for the silverware in the Officer’s Mess at the Royal Green Jackets), which has been going strong since 1781, it’s easy to see why Mr. Asprey’s command of classic, understated British luxury is so thoroughgoing. So much so that the brand has already received a Royal Warrant; proof, if there ever was any, of William & Son’s appeal to the discerning English gentleman.