9:53 am, October 2, 2026
Luxury car dealer H.R. Owen has added Aston Martin to its portfolio of London brand partners for the first time in 50 years with the opening of a new flagship showroom in Mayfair.
Aston Martin Q London, at 14 Berkeley Square, officially opened yesterday and will welcome customers from Monday, October 5.
The 587sqm showroom occupies two floors and is the latest addition to H.R. Owen’s extensive collection of luxury and performance car dealerships in Mayfair.
It marks the first time in around half a century that the retailer gas represented the British marque in the capital, with the new site also being positioned as a centre of excellence for the manufacturer’s bespoke personalisation service, ‘Q by Aston Martin’.
It joins the group’s existing Ferrari, Jack Barclay Bentley, Bugatti, Rolls-Royce Motor Cars London and Lamborghini Mayfair showrooms in Berkeley Square, as well as Lotus Mayfair nearby.
The new site includes a specification lounge, complete with a materials library containing more than 500 physical samples, alongside a configurator screen measuring around eight metres wide.
The showroom can display up to four Aston Martin models in a double-height central space, while a private consultation room on the lower floor will be used for customer appointments and events.
The Mayfair site is supported by a dedicated aftersales facility in Wandsworth, staffed by factory-trained technicians.
The opening coincides with the global debut of Aston Martin’s new DBX GT.
Ken Choo, CEO of H.R. Owen, said: ‘Aston Martin Q London represents an important milestone for our group.
‘Mayfair is home to some of the finest automotive retail experiences in the world, and we are proud to bring Aston Martin back into this exceptional address alongside our other prestigious showrooms.
‘This new location, together with our Wandsworth aftersales facility, underlines our long-term commitment to offering clients the very best of British luxury motoring.’
Aston Martin CEO Adrian Hallmark added: ‘Aston Martin Q London will play a uniquely important role in the world of Aston Martin.
‘Not only does this dramatic and elegant space offer an excellent backdrop for our product range, but it gives us a prominent window in one of the world’s most pre-eminent luxury shopping destinations.
‘We are delighted to be continuing our partnership with H.R. Owen, and I look forward to many more customer-facing events and activations in Mayfair.’
The opening comes during a period of investment by H.R. Owen, which has also included the recent opening of Lamborghini Mayfair, as well as a multi-franchise site in Hatfield and the refurbishment of Lamborghini Manchester.
The group now represents 13 luxury and performance brands at 25 state-of-the-art showrooms.