- Jaguar at Knightsbridge, a dramatic new flagship reconnecting the brand with its London heritage, opens at 81‑93 Knightsbridge
- New venue brings the brand to life through design, culture, expressive craft and individual commissioning
- Café Eighty‑One introduces an original hospitality concept, creating a vibrant social setting for visitors and the local community
- Lithia UK appointed as retail partner, bringing established expertise to Jaguar’s new London home
- A refreshed UK retail network guarantees nationwide access to new Jaguar vehicles, commissioning expertise and services for existing owners
LONDON, UK, 08 OCTOBER 2026: Jaguar at Knightsbridge is open. A dramatic new destination in the heart of London, marking the first permanent physical expression of a radically reimagined brand. Created as a destination for clients and visitors, it brings Jaguar to life through design, culture, artistry, hospitality and personalised commissioning.
Jaguar at Knightsbridge changes the way clients interact with the brand. Architecture, art, light, sound, taste and design come together in a gallery‑inspired environment that feels immersive, expressive and distinctly Jaguar. A stage for artistic collaborations, cultural events and individual commissioning consultations, inviting visitors to experience Jaguar on entirely new terms.
Jaguar at Knightsbridge is our new London home and the first permanent expression of Jaguar's transformation. It is a place where clients and visitors can experience our world through design, culture, craftsmanship and hospitality.
We have created a distinctly modern luxury destination that goes beyond traditional automotive retail, while offering a highly personal introduction to new Jaguar. Supported by our dedicated UK retail network, Jaguar at Knightsbridge marks an important milestone as we prepare to welcome a new generation of Jaguar clients.
Santino Pietrosanti
Director of Jaguar UK
At the heart of the destination is Café Eighty‑One, Jaguar's new hospitality concept. Open throughout the day, it offers original hospitality inspired by modern British culture, providing a welcoming social setting for clients, visitors and the Knightsbridge community.
Jaguar has selected Lithia UK as the retail partner for its Knightsbridge flagship. A long‑standing JLR partner, Lithia UK brings significant experience in luxury retail, including operation of the Land Rover boutique in Mayfair.
We are delighted to be the retail partner for Jaguar at Knightsbridge. Over the last 18 months, our partnership with JLR has continued to go from strength to strength, further expanding our representation of the brand across the UK.
“Earlier this year, we were proud to support Jaguar as it unveiled its new brand direction to customers through an immersive showroom experience at our Wolverhampton site. Today, the opening of Jaguar at Knightsbridge marks an exciting new chapter in our partnership, and we look forward to delivering our clients a unique, luxury experience befitting this unmistakeable British brand.”
Paul Westaway
Managing Director of Hatfields & Stratstone Luxury and Exotics Lithia UK
The opening reconnects Jaguar with an important chapter in its London heritage. Jaguar at Knightsbridge opens 91 years after the first SS Jaguar was introduced in 1935 around the corner in Mayfair. That same spirit of originality and reinvention now shapes a new home for Jaguar, connecting this heritage with its modern vision.
Jaguar at Knightsbridge is complemented by a refreshed retail network across the UK, giving clients nationwide access to new Jaguar vehicles, commissioning expertise and ownership services.
Each location will deliver a more personal, tailored experience, helping clients create a Jaguar that reflects their individual tastes and aspirations. Jaguar Care will support that with proactive assistance, personalised service and greater flexibility throughout their relationship with the brand.
Jaguar's commitment to existing owners is unchanged. Clients will continue to benefit from nationwide support through Jaguar's Authorised Repairer network, alongside access to Jaguar Approved Used vehicles through Jaguar Pre‑Owned Sales locations across the UK.
Jaguar at Knightsbridge is located at 81‑93 Knightsbridge, London SW1X 8ET.
Explore the new era of Jaguar at: www.jaguar.com/copy‑nothing
