Our Story



The story starts with two brothers Ariel and Joseph Banin. Ariel set his sights on working in the family jewellery industry at 18 years old whilst Joseph almost became an economist in the City, but the lure of watches and, of course, working with his brother, proved too great.

Them meeting with Dino D’Auria at a club in Vegas was purely by chance and what is now perceived as fate.  Amongst the glitz and glamour of the bright light city the guys talked and it was apparent that they all had a passion for watches, jewellery and the luxuries that life has to offer, not to mention very importantly all being able to bring something different to the table. 

Joseph says the turning point was meeting Jacob Arabo [of Jacob & Co] at a jewellery exhibition in Vegas. The Frost of London seed had been sown and on 1st April 2009 they opened the doors of their New Bond Street boutique. Jacob & Co was the debut brand and they have not looked back since with an international following from watch connoisseurs to royalty.

Brands in store are carefully cherry picked and include limited edition watches, fine jewellery and accessories.

The latest chapter has brought Frost of London to a new home, moving our store literally round the corner to 22 Brook Street. We now occupy a building consisting of 6 floors plus a roof terrace. It is an amazing space that we love and so do our customers.