30 November 2023


By James Sampson

Onaro (formally Sweeping Statement Limited) are headed up by James Sampson, supported by Matthew Lloyd-Jones and Oliver Oglesby.


From humble beginnings in 2021, we moved into Hatton Garden at the beginning of 2022 and opened our first store. Widely regarded as the UK's jewellery district, the famous Hatton Garden was a natural first home. By utilising our extensive connections within the industry and access to private collections, we quickly established ourselves within the watch community. Our social media channels (Instagram /TikTok) have become a firm favourite amongst watch enthusiasts, attracting over 70,000 followers across all our platforms over the past twenty-four months.

In what feels like the blink of an eye 2022 came and went, and despite having to navigate tricky headwinds in the watch industry, the business has flourished. We've been so grateful and humbled for the support of our loyal customers and are equally delighted to see the business continue to grow. It's been such a privilege to help customers navigate the sometimes tricky world of watches and one we've never taken for granted.

Entering 2023...

Our move out of Hatton Garden was the natural step in order to continue building our brand. After a six month search for a suitable location in Knightsbridge and Mayfair, we were delighted to find the Pavilion Club in June this year. A private members club located at 64 Knightsbridge - a fitting building, rich with history dating back to 1884. The building used to be home to the London and County Bank and has been a focal point in Knightsbridge for over a century. The perfect location to make our new home and welcome customers new and old!

Along side our office move, we embarked on a six month rebranding and e-commerce project. As the brand has grown and matured over the last two years we believed a re-fresh was essential to match our new goals and fully settle into our new location. Sweeping Statement Ltd has developed a strong reputation for being a reliable and trustworthy source for all your luxury watch requirements and now trading as Onaro Ltd this can only be enhanced.

How did we create the new name?

The renaming process hasn’t been a easy one, a long list was created and narrowed down. Trying to encapsulate who we are and where we are heading as a company isn’t as easy to sum up in one or two words. However, we persevered and decided on the name Onaro. The name Onaro is the result of merging two ancient greek words together: Oneiros and Aro. A fitting name to match our new surroundings in Knightsbridge and take the brand into the future.

The Website

Although we love to invite customers to our showroom, we understand this is not always geographically convenient. The decision to re-brand gave us an opportunity to develop a new website along side. One that would allow us to provide the best online experience, wherever our clients are located. We teamed up with Cake Agency to make our vision a reality. Over six months of designing, tweaking and testing they have now created a website that we are immensely proud of, taking the brand to the next level.

The Future...

As we approach the end of 2023 and we look back on the year, there has been big changes that make us very excited to move into 2024. The decision to expand our product range to incorporate a broader variety of luxury timepieces, and even luxury leather goods from brands such as Hermès was a logical one. This expansion is one we are very excited about and hope our customers are too. In addition, we have formed an exclusive partnership with House Preston Diamonds, a luxury fine jeweller, to bring our clients imagination to life with a piece of jewellery that fits their budget and occasion.

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