About time: After 175 years, Nymans Ur unveils new luxury destination in Stockholm

Just as a watch is more than the sum of its moving parts, Nymans Ur now extends the experience of buying one beyond the timepiece itself. With the opening of its new flagship at Smålandsgatan 16, just off Stockholm’s Norrmalmstorg, the historic retailer has entered a new chapter, reimagining traditional watch shopping as something more immersive.

Founded in 1851, the family-owned business has long been a fixture of Scandinavian watch culture. Following the acquisition of NK Fine Jewellery & Watches, the new flagship marks its next major investment in the Swedish market, and forms part of a broader ambition to establish Nymans Ur as an internationally recognised destination for horlogerie and fine jewellery.

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Developed in collaboration with architecture studio Hultman-Vogt and Daniel Östman Interiors, the two-storey space brings together retail, hospitality and hands-on craftsmanship. Not only do a lounge, coffee bar and private dining facilities invite visitors to linger, but the hands-on work of watchmakers is also brought into perspective, as visitors get a close-up look at the expertise behind the timepieces on display.

“I have always been driven by finding new ways to connect with people and share our passion for watches and jewellery,” says Olof Larsson, owner of AB Nymans Ur 1851. “Our ambition has been to look beyond the traditional watch shop, and create the destination we ourselves have been missing. A place equally relevant to the seasoned collector, as to someone just beginning to discover the world of watches.”

Behind the entrance, the store wraps around a generous central atrium, where a sculptural staircase and a sleek elevator connect the two floors. Rather than treating the building's existing structure as an obstacle, Hultman-Vogt incorporated its columns into the floor plan, allowing the architecture to find a natural rhythm between the open, central area and more intimate spaces.

The concept draws on a surprisingly broad range of references, from hotels, restaurants, art halls, and galleries, focusing on how visitors move through and experience a space, rather than simply navigate a retail floor. “From the outset, the vision was to create more than a traditional shop,” says Jonas Hultman, architect at Hultman-Vogt. “This is particularly evident in the interplay between the atrium’s monumental sense of space and the smaller, more intimate settings, which together create a natural flow between the different areas.”

Light, sound and scent further help to shape the atmosphere, while the upper floor offers a quieter counterpoint to the grander architecture below. Upstairs, a lounge, coffee bar, private dining room, and kitchen provide settings for everything from personal consultations to more intimate gatherings.

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Taking its cues from the watch itself is the interior, designed by Daniel Östman Interiors. Curved lines and precise detailing reflect those of horlogerie, and materials such as natural oak, walnut, glass, and stainless steel mingle, resulting in a tactile interplay. Throughout the spaces, Nymans Ur’s signature blue is balanced by greys and whites. Light and sound further help to shape the atmosphere, lifts included, while a bespoke scent, No 6, has been crafted in Sweden to embody the timeless vibes of the company and its history. With notes of tuberose, vanilla, pink pepper and sandalwood, the scent wafts throughout the store, and is also captured in a scented candle, and a perfume spray that accompanies purchases.

Dannie Larsson, founder and creative director of Rare Jewelry, an exclusive high-end jewellery brand that operates as part of the broader Nymans Ur 1851 group, has spent the past two years making sure that every detail is on point. From the watch rolls and jewellery displays in Italian leather, to the bespoke labels on the Champagne bottles and caviar jars, a spectrum of materials that encompasses walnut, velvet, and suede have been all applied to express different components of the flagship's interiors.

Suits from Rose & Born, with linings emblazoned with Nymans Ur's signature design, are accessorised with ties and scarves designed by Sebastian Dollinger. And, fully affirming Nymans Ur's welcoming atmosphere, the attention even extends to four-legged friends, as water bowls in Italian leather make sure that no visiting pup goes parched. Lastly, as Larsson does not only juggle the aforementioned roles, but is also an illustrator, her artistic rendering of the flagship building adorns packaging, creating a lasting impression of Nymans Ur’s new home.

Texture is central to the new flagship, created by various wall finishes such as wood panelling, wallpaper, and acoustic plaster. A bespoke rug, designed exclusively for the store, softens the harder surfaces. Even the furniture and handles have been created specifically for the project, reinforcing a sense of cohesion from the larger architectural gestures down to the smallest details. “We wanted to create a distinct identity for Nymans Ur rather than a generic luxury store,” says Östman. “Much of the inspiration comes from the world of watches itself, where curved shapes and precision are echoed throughout the interior.”

To celebrate the opening, a carefully curated guest list was invited to an intimate lunch prepared in Nymans Ur's on-site kitchen. Once embroidered serviettes held in 18k, yellow, rose, and white gold napkin rings were removed, a selection of dishes developed in collaboration with Swedish restaurateur and chef, Karl Ljung, presented guests with a unique dining experience. Nymans Ur’s own Champagne, created in partnership with Hatt & Söner, was served in the company's dedicated Champagne flutes, engraved with Nymans Ur's signature design.

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Fittingly, akin to the open kitchens that allow chefs to be observed while cooking, at Nymans Ur, watchmaking can be witnessed in plain sight, offering visitors a glimpse into their specialised work. Encompassing Sweden’s largest authorised service centre, Nymans Ur brings its watchmaking expertise into the spotlight as watchmakers work their craft behind a glass facade, right alongside the shop floor. To boot, a dedicated service desk provides direct access for advice, functional testing, and simpler repairs, making continuous care an integral part of the experience.

The flagship brings together an extensive selection of luxury watchmakers, including Rolex, Tudor, Vacheron Constantin, Jaeger-LeCoultre, IWC Schaffhausen, Panerai, Grand Seiko, Chopard, Breguet, Blancpain, Longines and TAG Heuer. Exquisite jewellery from Chopard and Rare Jewelry round out the offering. Several additions to the portfolio have also accompanied the opening, with Cartier and Swedish watchmaker Sjöö Sandström joining the selection for the first time, and Nymans Ur becoming the exclusive retailer in Sweden for H. Moser & Cie. and L’Epée.

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Pre-owned watches are given greater prominence, too, through Rolex Certified Pre-Owned and Nymans Ur Certified Pre-Owned, extending the store’s appeal to collectors interested in both contemporary pieces and watches with a history of their own. For Åsa Sparrmo, CEO of AB Nymans Ur 1851, the expanded selection and new surroundings are ultimately about deepening the relationship between retailer and customer. “With new spaces for personalised service and advice, alongside a broader selection, we can build on the hospitality that has always been central to Nymans Ur and create more memorable experiences for our customers,” she says.

The opening is not the final word on the flagship, either. In 2027, Nymans Ur plans to expand into its adjoining premises on Biblioteksgatan, creating a dedicated Rolex environment. For now, the new flagship offers a fresh perspective on what a watch retailer can be: not simply somewhere to purchase a timepiece, but a place to explore the craft, stories and people behind it, and, perhaps, spend a little more time than originally intended.