HR Owen opens Aston Martin flagship in Mayfair

H.R. Owen has opened Aston Martin Q London, a 587 sqm flagship showroom at 14 Berkeley Square, Mayfair, welcoming customers from 5 October 2026. The venue marks the dealer’s first Aston Martin partnership in half a century and reinforces its luxury‑performance portfolio in central London.

Key takeaways

• 587 sqm, two‑storey showroom opened 5 Oct 2026 in Mayfair.
• First Aston Martin representation by H.R. Owen in London for 50 years.
• Facility includes material library, eight‑metre configurator and dedicated aftersales centre in Wandsworth.
• Adds to H.R. Owen’s network of 13 luxury brands across 25 UK showrooms.
• Launch coincides with global debut of the Aston Martin DBX GT.

Showroom size and layout

The new premises span 587 sqm over two floors. A double‑height central bay can display up to four Aston Martin models, providing a dramatic visual focus for visitors.

A private consultation room on the lower level is designed for bespoke appointments and brand events, enhancing the exclusive client experience.

Personalisation services and customer facilities

A specification lounge houses a materials library with more than 500 physical samples, allowing clients to touch finishes, trims and upholstery options.

An eight‑metre‑wide configurator screen enables real‑time visualisation of bespoke builds, supporting the ‘Q by Aston Martin’ personalisation programme.

Aftersales support and brand expansion

The Mayfair showroom is backed by a dedicated aftersales facility in Wandsworth, staffed by factory‑trained technicians able to service Aston Martin vehicles on site.

The opening follows H.R. Owen’s recent launch of Lamborghini Mayfair, a multi‑franchise hub in Hatfield and a refurbishment of Lamborghini Manchester, taking the group’s total to 13 luxury and performance brands across 25 state‑of‑the‑art showrooms.

What this means for dealers

Dealers can expect heightened competition for ultra‑high‑net‑worth customers in central London, with bespoke personalisation becoming a key differentiator. Aligning aftersales capabilities with premium brand expectations will be essential to capture the increased footfall generated by flagship locations such as Aston Martin Q London.

Frequently asked questions

When does the Aston Martin Q London showroom open to the public?

The showroom begins welcoming visitors from Monday, 5 October 2026, after an official opening ceremony the previous day.

What bespoke services are available at the new showroom?

Clients can use the specification lounge’s material library of over 500 samples, an eight‑metre configurator, and a private consultation room to design bespoke ‘Q by Aston Martin’ vehicles.

How many brands and showrooms does H.R. Owen now operate?

H.R. Owen represents 13 luxury and performance brands across 25 state‑of‑the‑art showrooms throughout the United Kingdom.