As a child, there was always a street in the neighbourhood that went all out for Christmas. And we mean all out. Driving down said street to ‘oohs’ and ‘ahhs’ over twinkling lights and inflatable Santas was part of an annual tradition guaranteed to get the whole family in the Christmas spirit.
The modern, grownup equivalent of this festive rite of passage is making a pilgrimage to New Bond Street. For many years, Mayfair’s upmarket enclave and its environs have pushed the boat out at Christmastime, with extravagant festive displays that only seem to get bigger and more ambitious every year. For 2025, the iconic street features regal lights inspired by the crown jewels, in the shapes of regal headwear and tiaras. But it’s the retailers themselves that take the crown this year for creating lavish, traffic-stopping displays. Even the most committed humbug will find the cockles of their heart warmed by the sheer scale, creativity and whimsy of Bond Street at Christmas.
So, wrap up warm, charge your phone (you will want to take a thousand photos) and make a day of it with the whole family.
Seasonal showstoppers
These days, a bit of fake snow and tinsel simply won’t cut the mustard when it comes to Christmas displays. Some brands choose minimalism and subtlety, while others go full pelt. In the latter category are Bond Street’s most unmissable displays (quite literally), that come from high-end jewellers and designer brands. Dior has installed a large topiary-inspired installation fitted with thousands of twinkling lights, while the top floors of Rolex and De Beers feature giant glowing bauble-like motifs, with a beautiful celestial-inspired orb affixed to Bulgari. Opposite the queues for cups of coffee at Ralph Lauren (which also features charming Americana-inspired window displays) is the staggering Cartier edifice, which features the jewellery house’s “La Panthère” batting a giant stack of presents. Just a few doors away, Tiffany & Co is enveloped in a glowing blue digital display with snowy imagery. And Louis Vuitton’s “Le Voyage des Lumières” campaign features the luxury behemoth’s geometric floral pattern draped and dazzling across the entire facade.
A real sparkler
It’s something of a cliché to say that the treasures on display in the windows of Bond Street’s many jewellery houses are the real stars of the show. But that hasn’t stopped these luxury brands from pulling out all the stops in 2025. Chopard, Blancpain and Breguet make for an attractive trio standing in a row with traditional baubles and green foliage. Graff has also gone for a classic look with two handsome trees flanking its entrance. David Morris, Boodles and IWC Schaffhausen have opted for large-scale ribbons and bows, while the lantern-style star that dangles over the entrance of A Lange & Söhne is a masterclass in elegant simplicity.
A touch of whimsy
It’s understandable why many brands tread a well-worn path when it comes to Christmas decorations. If it ain’t broke, don’t fix it, as the adage goes. But thinking outside the box is a surefire way to garner attention and plaudits. Loewe has gone leftfield this year with a playful Futuristic Cat motif that also extends into the Spanish brand’s clothing and accessories. Jimmy Choo’s windows look like a cross between the Friends apartment and Carrie Bradshaw’s wardrobe, with a lilac and gold colour scheme displaying the label’s sky-high heels and pretty handbags. Etro’s windows, meanwhile, resemble a fairground carousel, while Ferragamo’s floating balloons and mountainous backdrops look straight out of a Wes Anderson film. Hermès is famed for its award-winning retail displays, and this year’s is no less exceptional. This time, the luxury brand has created a wintery ski scene made up of pencil shavings, rulers and floating pencils that seem to draw lines mid-air. Trust us, it works. Also flipping tradition on its head is Brunello Cucinelli’s BC Radio installation, comprised of retro speakers and vinyl, while Gucci’s windows resemble a large-scale luxury Advent calendar. Both Church’s and Tod’s have gone for adorable model village-style displays with exquisite attention to detail. But perhaps taking the crown for this year’s most fun and comical display is Burberry, which has introduced a pun-tastic “Knight Before Christmas” theme featuring armour-clad knights in new-season accessories frolicking in the snow.