London Jewelers: Living the American Dream

What began with an ambitious self-taught clockmaker from Europe  emigrating to Glen Cove, New York, today  stands as arguably the most influential family jeweler in the world. From Charles London’s small and humble beginnings, London Jewelers is now a retail behemoth, with multiple stores across different states, stocking every major watch and jewelry brand under the sun. Watch Insider’s Daniel Malins speaks to the heads of the family, Mark and Candy Udell, to look back over a century of memories and lessons.

Once you’ve been to London Jewelers’ Manhasset flagship store, you never look at other retail spaces in quite the same way. I’ve had the privilege of visiting twice, and both times I felt like Augustus Gloop must have done when he stepped foot inside Willa Wonka’s chocolate factory. The scale, the attention to detail, and the service are second-to-none.

But the roads that led to the roaring success of the modern company are long and winding. 100 years in the making, the triumph of London Jewelers is no fluke. The original store that Charles London opened in Glen Cove was on School Street, but not at the exact same address that the current store currently occupies. “When the business first opened in 1926, it operated at 23 School Street” Mark says. “Over time, the store relocated, first to 24 School Street, and it now sits a short distance away at 28 School Street. All locations have remained on the same street and in close proximity to one another. 

After Mark and Candy met and then married in 1973, working full time for the family business was never in question. “It was never a question,” says Mark. “I loved traveling with my father to the Lower East Side of Manhattan, watching him negotiate with jewelers and select merchandise.” Candy is no different, and with her exceptional eye for merchandise, a formidable partnership was born. 

 “I followed emerging designers and watchmakers from Europe and hand-selected the ones I believed had potential,” says Candy. Understanding that over-delivery for the customer was paramount to their long-term success was something that they understood even back then.

As time went on, and with the opening of more and more stores, there came a point where brands and suppliers were queuing up to work with London Jewelers, rather than the other way round. 

“It happened gradually,” remembers Mark. “But there was a clear turning point: once we established ourselves as a destination for luxury jewelry and timepieces—not just a store, but an authority—the brands began coming to us. As our reputation grew and our relationships deepened, designers and watchmakers recognized that being at London Jewelers gave their brand visibility, credibility, and the right kind of clientele. 

“By consistently staying ahead of trends, curating exceptional collections, and understanding what our customers wanted, we created an environment where brands wanted to be represented.”

Another key milestone in the company’s reputational development was the 1984 opening of its Manhasset store. “Opening in the back of the Americana Manhasset that year marked a true turning point,” agrees Mark. “Then, when we moved to a larger and more prominent space at the front of the Americana in 1996, the momentum grew even stronger.”

A recurring theme when  analyzing the company’s growth is their choice of location. “Every store we’ve opened reflects a careful real-estate decision, because the right location not only brings the right clientele but also allows us to create the kind of luxury experience we’re known for,” notes Candy.

“For us, real estate isn’t just where the business sits; it’s a strategic part of the business itself. Choosing prime locations has always been a key element of our growth and long-term success.

Once the brand was established and increasingly influential, it led to a surge in customers and demand, which any retailer would struggle to cater for. The issue of shortages of key watch models is not a new phenomenon, but how did London Jewelers deal with this over the years? London Jewelers is very mindful of balancing growth with the realities of supply and demand—especially with premium brands that rely on scarcity to preserve their value. 

“We represent many brands where allocations are extremely limited, and while demand often exceeds supply, we work tirelessly to secure as much product as possible for our clients,” Mark says.

“My greatest joy is making customers’ dreams come true. Even as we expand, we remain committed to ensuring that loyal customers in every location have access to the most sought-after pieces. Growth never comes at the expense of the customer experience—it only strengthens our relationships with the brands and the clients we serve.”

Looking back at 100 years of almost never-ending upsides is great, but the Udells are not the type of family to rest on their laurels. They are as energized and enthused about the future of the business today as they’ve ever been, especially with the next generation working alongside them every day.

“There was never any need to persuade Randi, Scott, or Zach to join the London Jewelers legacy. It’s in our blood—truly part of who we are as a family,” Candy says. “The kids grew up surrounded by jewelry, watches, and the everyday rhythm of the business, so the passion came naturally to them.

“Jewelry and watchmaking are part of their DNA, and stepping into the family business felt less like a decision and more like a continuation of the story they were born into. And now, that same passion is in their children’s blood as well—the next generation already showing the curiosity and love for the craft that defines our family.”

“Our kids are in the business, and I get to work with them every day,” adds Mark, when I ask him what his crowning glory is in the year of the company’s centenary.

So, what will the next 10 or 100 years look like for a retailer that has always been one or two chess moves ahead of the game. 

“Innovation has always been at the heart of London Jewelers, and our future plans reflect that same forward-thinking spirit,” says Mark. “We’re preparing to open one of our most ambitious projects yet: a brand-new Watch Salon in Manhasset—our 13,000-square-foot Watch Empire.”

This gives Mark great pride. “This extraordinary space will redefine the luxury watch experience. It will feature a dedicated third floor designed for entertaining, complete with a Baccarat bar and an outdoor terrace for events, brand presentations, and client gatherings. It’s a true destination, not just a showroom.

“We’re incredibly proud of this project, and it’s scheduled to open in 2026, perfectly timed to celebrate our 100th anniversary. 

“And beyond that, we’ll continue exploring new opportunities to grow, elevate the client experience, and strengthen our partnerships with the world’s finest brands.” 

A TIMELINE OF TRIUMPH

1926

Young self-taught clockmaker Charles London,emigrates to Glen Cove in New York from Europe. He sells his clock repair services door-to-door to raise money to get his wife and three children to join him in the States. Before long he establishes his own store, selling and servicing watches and clocks, before diversifying into selling jewelry. London Jewelers is born.

1929

Having raised sufficient funds, Charles London is able to bring his family to the USA. His daughter Fran describes his store on School Street as a “tiny, dark, and humble shop that was built with dreams of hope, freedom, and joy.” Fran would go on to spend many an hour working in the store by her father’s side and learning the trade on the job.

1946

Mayer Udell, who had immigrated from Europe seven years earlier, is set up on a blind date with Fran London. After several years of courting, Mayer does the honorable thing and proposes to Fran, who accepts his proposal. He sells his mill business to invest in London Jewelers, and works six days a week alongside his betrothed and his future father-in-law.

1951

Mayer and Fran have a baby boy, Mark Udell. He spends a lot of his time at the family store, developing an interest and curiosity in jewelry and watches. He joins Mayer on trips to Manhattan’s Lower East Side to buy products and meet the movers and shakers in the center of the jewelry district at the time.

1973

Having graduated from the University of Miami and spent time working at Mayor’s, Mark returns to Glen Cove to work for the family business. The coming together of two titans of the future family business takes place when Mark marries Candy, his college sweetheart. They work full-time for the family business and plan ambitiously for the future, with Candy’s eye for design complementing Mark’s business savvy.

1980

Mark and Candy’s first child, Randi, is born. Meanwhile, booming business leads to the opening of a second store at luxury shopping center Wheatley Plaza, just a few miles from Glen Cove. This signals the beginning of the now-famous London Jewelers store concept, with small boutiques showcasing individual brands in all their splendor.

1984

Riding a wave of continued success, London Jewelers opens its third store, this time at Americana Manhasset, a high-end retail property. Their forward thinking means they increasingly look further afield to farflung parts of the globe to find products and pieces that have never been seen before in the US. That same year, Scott Udell is brought into the world.

1996

The family buys the empty VFW building on Main Street in East Hampton. The new store becomes something of a celebrity hangout, as the unparalleled selection draws in a discerning crowd of luxury lovers. Six years later in 2002 London Jewelers’ fifth store opens in Southampton.

2007

The Americana Manhasset store goes from strength to strength. It expands again, this time by building what quickly becomes one of the most recognized watch salons in the country, and arguably the world. The Watch Salon at London Jewelers was born, and it really is a space like no other. A vast array of high profile international brands draw the crowds in.

2021

The opening of a Rolex boutique at Short Hills, New Jersey, the company’s first foray out of the state of New York. Candy said at the time: “Our fourth generation—Scott, Randi, and Zach—are excited to continue building our future with Rolex upon the foundation we have established.” The following year it opens its doors at The Mall at Short Hills, featuring Patek Philippe and Tudor.

2025

The partnership between London Jewelers and Rolex goes from strength to strength, with the rollout of the Rolex Experience in Manhasset offering clients a world class, immersive experience. In the same year the retailer also introduced the Rolex Boutique in a charming, historic house in East Hampton. Two different settings providing a world class Rolex experience in their own distinct way.

2026

Despite a century of unprecedented success under its belt, London Jewelers doesn’t rest on its laurels. The Watch Salon, Gift Gallery, and event space in the flagship Manhasset store is undergoing major renovations, featuring a third floor and an outdoor areas. There will also be a new Tudor boutique next door to the reimagined Watch Salon. Where will the business be in 2126?

This article first appeared in the February 2026 edition of Watch Insider magazine.