DESTINATIONS / STOCKHOLM
Nymans Ur opened its new flagship at Smålandsgatan 16, beside Stockholm’s Norrmalmstorg, on 14 October 2026. Across two floors, the family-owned watch and jewellery retailer brings together a broader collection, visible watchmaking and spaces designed for collectors to spend time.
For a business whose history reaches back to 1851, the opening is a substantial new chapter. It follows the acquisition of NK Fine Jewellery & Watches and reflects an ambition to make the Stockholm flagship a destination for visitors from Sweden and abroad.
A store shaped around discovery
Architecture by Hultman-Vogt and interiors by Daniel Östman Interiors give the new address a distinct character. The design works with the building’s existing columns, while an atrium, sculptural staircase and lift connect the two levels.
Natural oak and walnut sit alongside glass and stainless steel. Rounded forms reference the language of watch design, and Nymans Ur’s familiar blue runs through the interior with grey and white accents. Furniture, handles and a patterned carpet were developed specifically for the store.
According to the opening announcement, the architects drew inspiration from hotels, restaurants and galleries. That influence becomes especially clear upstairs: a lounge, coffee bar, private room, kitchen and dining room provide settings for longer conversations and smaller gatherings.
Owner Olof Larsson describes the ambition as a destination with something to offer both experienced collectors and people beginning to explore watches. The layout makes room for that idea beyond the display cases.
Watchmaking comes into view
The service experience is another central part of the opening. Watchmakers work behind glass directly beside the retail environment, giving visitors a closer view of a craft usually carried out away from the shop floor.
A separate service desk offers advice, help with simpler requests and functional checks. Nymans Ur describes its wider operation as Sweden’s largest authorised service centre; the new flagship makes that expertise a more visible part of a visit.
Cartier returns, with new names joining the collection
The opening also brings changes to the selection. Cartier returns to Nymans Ur, while Swedish watchmaker Sjöö Sandström joins its offering for the first time. H. Moser & Cie. and L’Epée are new additions too, with Nymans Ur announcing exclusive Swedish retail representation for both.
They join a collection that includes Rolex, Tudor, Vacheron Constantin, Jaeger-LeCoultre, IWC Schaffhausen, Panerai, Grand Seiko, Chopard, Breguet, Blancpain, Longines and TAG Heuer. Jewellery from Chopard and Rare Jewelry adds another dimension.
Pre-owned watches receive a more prominent place through Rolex Certified Pre-Owned and Nymans Ur Certified Pre-Owned. For visitors, the result is an opportunity to explore current collections and pre-owned pieces within the same destination.
A further Rolex expansion in 2027
The project continues next year. CEO Åsa Sparrmo says a dedicated Rolex environment will open in the adjoining premises facing Biblioteksgatan during 2027. That is a planned next phase, separate from the flagship that opened this October.
The Superwatchman perspective
What makes this opening interesting to us is the connection between discovery and ownership. A visitor can explore an unfamiliar maker, see watchmakers at work and continue the conversation in a quieter setting upstairs. Those are useful reasons to visit a physical retailer even when much of the initial research happens online.
The lasting value will come from the people working in those spaces: their knowledge, the quality of their advice and the service a customer receives after buying a watch. The new flagship gives Nymans Ur more room to build those relationships.
Visit: Smålandsgatan 16, Stockholm, Sweden. Discover Nymans Ur in the Superwatchman Guide or visit the official Stockholm store page for current visitor information.
Based on Nymans Ur’s opening announcement dated 14 October 2026, supplied via Patriksson Group. The Superwatchman perspective is editorial analysis.
