We recently completed a bespoke hand painted signs project for a high-end timepiece trader who made the exciting transition from operating solely online to opening a physical retail space in the heart of Mayfair. The new store location allows the brand to take full advantage of foot traffic and showcase their products in an elegant shopfront that reflects the craftsmanship and prestige of their watches.
The client already had an established logo and branding, which featured the classic Times New Roman typeface. This choice was not only a nod to their business name—Times—but also a fitting selection for their industry, where timeless, serif fonts evoke tradition and trust.
Our task was to bring this branding to life in the form of premium hand painted signs, applied directly to the shop fascia. The brief included painting the company’s name and logo above the main entrance and window, with a secondary tagline positioned above the second window. The layout was meticulously pre-designed and measured to ensure proportional accuracy and visual impact.
We used oil-based enamel paint and traditional signwriting techniques, applying the lettering with a signwriter’s quill brush. The process began with transferring the artwork onto the fascia using a relief method, followed by carefully laying in the base colour of the logo and lettering.
Due to mid-winter conditions—including sleet, freezing winds, and limited daylight—the project experienced minor delays. The base layer of the logo was slow to dry, which meant final detailing had to wait until the following day. Despite the challenging weather, the result was a beautifully executed set of hand painted signs, rich in detail and character.
The completed logo. A complex one, but well worth the effort, as its such a great design!
The client was thrilled with the final outcome, and our signwriter took great pride in the craftsmanship—especially given the conditions. Projects like this remind us how traditional methods still deliver unmatched quality, especially in high-end retail settings.
Traditional hand painted sign writing in London
Sign writer – Traditional Signs of London
info@traditionalsignsoflondon.uk