Asprey

Asprey is a British luxury design, manufacturing and retail house whose activities span jewellery, silverware, leather goods, watches, home accessories, books, sporting trophies and bespoke commissions. The business traces its origins to 1781, when William Asprey established a silk-printing enterprise in Mitcham, Surrey. It later developed into a luxury emporium serving customers seeking finely made personal accessories and household objects. The company’s identity was shaped by its relationship with London’s luxury retail district. William Asprey’s son Charles entered a partnership with a Bond Street stationer in 1841, and the family moved to 167 New Bond Street in 1847. Asprey became particularly associated with dressing cases and travel accessories, products that matched the changing habits of affluent Victorian travellers using the expanding railway network. Its capabilities broadened through acquisitions and through the employment of specialist leatherworkers, silversmiths, goldsmiths, jewellers and watchmakers. Royal patronage became an important part of Asprey’s reputation. The company received a Royal Warrant from Queen Victoria in the nineteenth century and later received further royal appointments. Its work for royal and aristocratic clients included jewellery, presentation objects, silverware and ceremonial commissions. Notable historical commissions included elaborate travelling trunks for the Maharaja of Patiala’s household and a pearl necklace purchased by Queen Mary as a gift for Princess Margaret. Asprey also produced a gold service for the 1953 coronation year. During the twentieth century, the house expanded beyond cases and accessories into jewellery, silver, clocks, writing instruments and other luxury objects. Its products have been associated with prominent private clients and have appeared in films, including Titanic, where Asprey designed the fictional Heart of the Ocean necklace. The company has also created sporting trophies and presentation pieces for golf, cricket, tennis, football, rugby, polo and Formula 1. Asprey underwent substantial corporate change from the 1970s onward. Alfred Dunhill acquired a minority interest between 1979 and 1980, while the Asprey family retained control for a period and the company entered the Unlisted Securities Market in 1981. In the 1990s, the group acquired or combined with several established British and international jewellery and watch businesses, including Garrard, Mappin & Webb, Hamilton & Inches, Watches of Switzerland and Les Ambassadeurs. After the group was acquired by Amedeo Development Corporation in 1995, several of those businesses were later sold and the company was renamed Asprey & Garrard before Asprey and Garrard separated in 2002. The brand was acquired by investment firms Sciens Capital Management and Plainfield Asset Management in 2006. In the twenty-first century, Asprey has continued to position itself as a high-end British luxury house, combining retail, design and in-house or closely supervised craft production. Its London workshops support jewellery, silver and leather work, engraving, watchmaking, repairs and alterations. The flagship moved to 36 Bruton Street in Mayfair in 2021, marking the company’s 240th anniversary. Recent collaborations have included work with Chris Levine on The Diamond Queen and with Bugatti on luxury objets d’art and digital collectables.

Asprey began in 1781 as William Asprey’s silk-printing business in Mitcham, Surrey. The enterprise evolved into a luxury emporium, and in 1841 William’s elder son Charles joined a Bond Street stationer. After the family ended that partnership, the business moved to 167 New Bond Street in 1847, establishing the central London base that would define its identity. In the nineteenth century, Asprey specialised in dressing cases and leather travel goods. The products were designed for wealthy customers whose travel and social habits were changing with the growth of rail transport. The company absorbed Edwards, a dressing-case maker with a Royal Warrant, and later acquired Leuchars & Son. Asprey exhibited internationally and received recognition for its cases, while developing a reputation for carefully made personal and domestic accessories. The business expanded its manufacturing capabilities during the twentieth century, employing silversmiths, goldsmiths, jewellers and watchmakers. Its commissions ranged from travel trunks fitted with silver accessories to jewellery, cigarette cases, clocks, razors and writing instruments. Royal and aristocratic patronage remained important, including work associated with Queen Mary, Princess Margaret and the 1953 coronation. Asprey also developed a fine-book and antiquarian-book activity, eventually combining books with its leather-binding expertise. Corporate ownership became more complex in the 1970s and 1980s. Alfred Dunhill acquired a minority holding, but members of the Asprey family, supported by financial advisers, retained a controlling position. Asprey was admitted to the Unlisted Securities Market in 1981. In the 1990s the business pursued an acquisition strategy, combining with or purchasing Mappin & Webb, Garrard, Hamilton & Inches, Watches of Switzerland, the UK distribution operation of Ebel watches and Les Ambassadeurs. Naim Attallah became a senior executive during this expansion. Amedeo Development Corporation acquired the group in 1995. Following weak performance, several acquired businesses were sold in 1998, and the remaining group moved from Regent Street to New Bond Street and operated as Asprey & Garrard. Asprey and Garrard were separated in 2002. The company was subsequently acquired by Sciens Capital Management and Plainfield Asset Management in 2006. Asprey’s modern business combines luxury retail with design and craft production. Jewellery collections draw on flowers and woodland forms, while the Asprey Cut gives the brand a distinctive diamond-cutting signature. Leather goods include handbags, wallets, cases and travel accessories; silverware includes barware, table pieces and gifts; and the company continues to create trophies and bespoke commissions. Its workshops support jewellery, silver, leather, engraving and watchmaking work. The flagship moved to 36 Bruton Street, Mayfair, in 2021. Collaborations with Chris Levine and Bugatti demonstrate the brand’s continuing interest in art, technology and cross-category luxury while retaining its British heritage.

• 2022

  Bugatti collaboration

  [1]Aspreyen.wikipedia.org

  Asprey and Bugatti created exclusive objets d’art, including sculptures and NFTs.

• 2021

  Mayfair flagship relocation

  [1]Aspreyen.wikipedia.org

  Asprey opened its flagship at 36 Bruton Street to mark its 240th anniversary.

• 2012

  The Diamond Queen collaboration

  [1]Aspreyen.wikipedia.org

  Asprey worked with artist Chris Levine on a diamond-based installation for Queen Elizabeth II’s Diamond Jubilee.

• 2006

  New investment ownership

  [1]Aspreyen.wikipedia.org

  Sciens Capital Management and Plainfield Asset Management purchased the brand.

• 2002

  Asprey and Garrard separate

  [1]Aspreyen.wikipedia.org

  The brands were separated after operating together under the Asprey & Garrard name.

• 1995

  Acquisition by Amedeo Development Corporation

  [1]Aspreyen.wikipedia.org

  Prince Jefri Bolkiah’s Amedeo Development Corporation acquired the group.

• 1990

  Asprey and Garrard combine

  [1]Aspreyen.wikipedia.org

  Asprey and Garrard became part of a combined luxury group during a period of expansion.

• 1981

  Admission to the Unlisted Securities Market

  [1]Aspreyen.wikipedia.org

  The company was listed on the UK Unlisted Securities Market while the Asprey family remained a major owner.

• 1862

  Royal warrant associated with Queen Victoria

  [1]Aspreyen.wikipedia.org

  Asprey received a royal appointment during Queen Victoria’s reign and strengthened its court association.

• 1847

  Move to New Bond Street

  [1]Aspreyen.wikipedia.org

  Asprey moved to 167 New Bond Street in London, anchoring its luxury retail identity in Mayfair.

• 1781

  Business established in Surrey

  [1]Aspreyen.wikipedia.org

  William Asprey established the business in Mitcham as a silk-printing enterprise.

High-end British luxury, combining heritage, royal association, bespoke design and traditional London craftsmanship.

• Jewellery

  Jewellery

  Asprey jewellery includes fine-gold and gemstone pieces influenced by English flowers, gardens and woodland forms. Recurring themes include daisy, woodland and sunflower designs. The house also undertakes bespoke work and has produced historically significant commissions for royal and aristocratic clients.

• Diamonds

  Asprey Cut

  The Asprey Cut is a hand-cut cushion-shaped diamond developed with master cutter Gabi Tolkowsky. Its 61 facets are intended to maximise light return, while the stone carries distinctive Asprey A markings and a floral motif. The cut is positioned as a proprietary signature within the jewellery offer.

• Leather accessories

  Leather goods

  Asprey’s leather range includes handbags, wallets, cardholders, briefcases, travel cases, watch cases and backgammon boards. The Beverly Hills collection was associated with the twentieth anniversary of the brand’s Beverly Hills boutique. Leather craftsmanship also supports bespoke cases, book bindings and repairs.

• Silverware and home goods

  Silverware and home objects

  The silver and home collection covers sterling-silver barware, cocktail shakers, table accessories, decorative objects and gifts. Designs range from traditional forms to playful contemporary pieces such as the Rocket cocktail shaker. Children’s silver gifts include rattles, tooth boxes and picture frames.

• Watches and clocks

  Timepieces

  Asprey has historically sold and commissioned clocks, travel clocks and watches, and has represented selected specialist watchmakers. Its timepiece activity has included a portfolio connection with Bovet 1822 and an official Rolex retail relationship in London.

• Bespoke objects and trophies

  Sporting trophies

  Asprey designs and manufactures presentation trophies and medals for sporting organisations and competitions. Reported commissions include Formula 1 race trophies, cricket trophies, Wimbledon salvers, football and rugby awards, golf trophies and polo-related objects.

• Polo equipment

  Asprey Polo

  Previously associated with the Argosy name, Asprey Polo provides equipment for players and ponies, including boots, saddles, bridles, helmets and mallets. The range reflects the brand’s involvement in polo sponsorship and trophy production.

• Books and leather binding

  Fine and rare books

  Asprey’s book activity developed from early reference-book compendia and expanded during the Second World War into second-hand and antiquarian books. The modern offer includes first and limited editions, with selected volumes supplied in original or customised Asprey leather bindings.

• 2022Asprey x Bugatti

  International

  Asprey and Bugatti collaborated on exclusive objets d’art, including sculptures and NFT-related works, combining automotive design with luxury craftsmanship.

  Outcome. The collaboration broadened Asprey’s presence in collectible design and digital luxury.

  Source
• 2016Olivier Awards jewellery sponsorship

  United Kingdom

  Asprey became the official jewellery sponsor of the Olivier Awards, extending its awards-season and performing-arts associations.

  Outcome. The brand gained continued exposure in the British theatre and entertainment sector.

  Source
• 2012The Diamond Queen

  United Kingdom

  Asprey collaborated with light artist Chris Levine on a work based on Levine’s portrait Equanimity. Asprey craftsmen recreated Queen Elizabeth II’s diamond diadem in diamonds and platinum as part of the installation for the Diamond Jubilee.

  Outcome. The work connected Asprey’s jewellery craftsmanship with contemporary light art and royal imagery.

  Source
• 2009British Academy Film Awards jewellery sponsorship

  United Kingdom

  Asprey became the official jewellery sponsor of the Orange British Academy Film Awards, linking the house with a major red-carpet event and its film-industry heritage.

  Outcome. The partnership increased the brand’s visibility among film and celebrity audiences.

  Source

• 2021

  Relocate the flagship storeStrategy

  Background

  Asprey marked its 240th anniversary while maintaining a central Mayfair presence.

  Action taken

  The flagship moved from New Bond Street premises to 36 Bruton Street in Mayfair.

  Aftermath

  The new location became the principal retail expression of the active brand.

  Source

• 1998

  Dispose of several acquired businessesStrategy

  Background

  Following poor performance after the 1995 acquisition by Amedeo Development Corporation, the group reviewed its expanded portfolio.

  Action taken

  Mappin & Webb, Watches of Switzerland and Hamilton & Inches were sold, and the remaining business was renamed Asprey & Garrard.

  Aftermath

  The streamlined group later separated Asprey and Garrard in 2002.

  Source

1. 1Aspreyen.wikipedia.org