Shops on the Promenade, Cheltenham: Top 11 Worth the Walk
A street guide to the shops on the Promenade in Cheltenham: eleven worth the walk, from family jewellers and Hatchards to Dubarry and Castle Fine Art, plus the full list by street number and Sunday hours.
In short: the Promenade is Cheltenham's smartest shopping street, with 23 shops in our directory between No. 6 and No. 110. Go to Hatchards for books, Beards for watches and fine jewellery, and Dubarry of Ireland for country boots (the Galway is £379). Most of the shops we checked open seven days, with shorter Sunday hours, but Beards and Hooper Bolton close on Sundays, and Martin & Co lists Monday to Saturday only.
This is a street guide to the shops on the Promenade in Cheltenham, as of October 2026. Our directory lists 23 shops along it. The numbers start at the High Street end and climb as you walk south towards Montpellier. Many are national names, so we picked eleven worth the walk and list the rest further down. Opening hours come from each shop's own website, checked on 21 October 2026; where a site would not load, we say so.
What shops are on the Promenade in Cheltenham?
Mostly jewellers, books, fragrance, art and clothes. Here are our eleven picks in street order, from the High Street end.
| Shop | Go for | No. | Sundays |
|---|---|---|---|
| Hooper Bolton | Jewellery and Swiss watches | 6 | Closed |
| Martin & Co | Watches and repairs | 19 | Not listed (Mon to Sat only) |
| Waterstones | Books and a café | 33 to 41 | Call ahead |
| Hotel Chocolat | Chocolate | 56 | Call ahead |
| White Stuff | Clothes | 58 | 10am to 4pm |
| Dubarry of Ireland | Boots and outdoor clothes | 60 | 10am to 4pm |
| Beards | Watches and fine jewellery | 70 | Closed |
| Jo Malone London | Fragrance and candles | 76 | Call ahead |
| Castle Fine Art | Contemporary art | 82a | 11am to 5pm |
| Hatchards | Books | 88 | Call ahead |
| Vinegar Hill | Homeware and gifts | 110 | 11am to 4pm |
Where can I buy watches and jewellery on the Promenade?
Three jewellers sit on the Promenade, and two of them have traded in Cheltenham for more than 200 years. Between them they sell Rolex, Omega and TAG Heuer, and all three do repairs.
Hooper Bolton
A family-run jeweller of more than 50 years, with its own design, alteration, valuation and repair service. It quotes before any watch repair, and most jewellery repairs take one to two weeks.
- 💍 Nanis, ChloBo, Trollbeads
- ⌚ Ball and U-Boat watches
- ⏰ Mon to Sat 10am to 5pm
- 📍 No. 6, Town Centre
Martin & Co
Cheltenham jewellers since 1806, with watches from Rolex, Bremont, Raymond Weil and Tissot. Its website lists Mon to Sat only and it is an authorised Rolex service centre.
- ⌚ Rolex, Bremont, Tissot
- 🔧 Repairs, valuations, engraving
- ⏰ Mon to Sat 9.30am to 5pm
- 📍 No. 19, Town Centre
Beards
A family-owned independent jeweller, founded in 1804, with a dedicated Omega boutique at the front of its Promenade store. All watch servicing needs a 50% upfront deposit, and it no longer services Breitling.
- ⌚ Omega, Longines, TAG Heuer
- 💍 Georg Jensen, Roberto Coin
- ⏰ Mon 10am to 5pm, Tue to Sat 9.30am to 5pm
- 📍 No. 70, Town Centre
Which Promenade shops are best for books and art?
Two bookshops and a gallery. Waterstones is for range and a sit-down, Hatchards for a considered present.
Waterstones
Three floors of books, gifts and stationery, with a coffee shop, children's story times on Tuesdays and Saturdays and regular events.
- ☕ Café inside
- 🧒 Children's story times
- 📍 No. 33 to 41, Town Centre
Hatchards
The first Hatchards bookshop outside London, strongest on history, art, biography and coffee-table books, with its own events space. We could not read its website today, so check event dates in the shop.
- 📖 History, art, biography
- 🎤 Events space
- 📍 No. 88, Town Centre
Castle Fine Art
Limited editions and originals by contemporary artists, with a private viewing room for a one-to-one look. Every piece is mounted, glazed or framed by hand, and UK delivery is free on artwork and sculpture.
- ⏰ Mon to Sat 10am to 6pm, Sun 11am to 5pm
- 🚚 Free UK delivery
- 🅿️ Parking opposite, on the Promenade
- 📍 No. 82a, Town Centre
Where can I shop for gifts and clothes on the Promenade?
The middle and top of the street, from No. 56 to No. 110. Good for a present, a pair of boots or a new coat.
Hotel Chocolat
Boxes, Slabs, Selectors and drinking chocolate. Dark chocolate and the Selectors are both featured on its website. Check the store page for hours before you go.
- 🛍️ Click and collect
- 📍 No. 56, Town Centre
White Stuff
Women's and men's clothing and accessories, with fitting rooms and click and collect. Its shop page lists the shop as dog friendly.
- ⏰ Mon to Sat 9.30am to 5.30pm, Sun 10am to 4pm
- 🐕 Dog friendly
- 📍 No. 58, Town Centre
Dubarry of Ireland
The full Dubarry outdoor and sailing range, from country boots to wax jackets, a sensible stop before Cheltenham Festival in March. The shop says it can hold products on request.
- 👢 Galway country boot, £379
- ⏰ Mon to Sat 10am to 5.30pm, Sun 10am to 4pm
- 📍 No. 60, Town Centre
Jo Malone London
Colognes, candles, diffusers and bath and body care, with complimentary engraving and gift wrapping. We could not read its website today, so check hours before you go.
- 🎀 Free gift wrapping
- ✏️ Free engraving
- 📍 No. 76, Town Centre
Vinegar Hill
A family-run fashion and lifestyle shop at the far end from the High Street, with homeware, gifts and clothing from brands such as Jellycat, Caroline Gardner and Keith Brymer Jones. It has stopped taking orders online, so go in person.
- 🎁 Jellycat, Caroline Gardner
- ⏰ Mon to Sat 9am to 5.30pm, Sun 11am to 4pm
- 📍 No. 110, Town Centre
What other shops are on the Promenade?
These twelve complete the 23 in our directory, mostly national chains:
- Ryman, No. 11
- Slater Menswear, No. 13 to 17
- Lakeland, No. 13 to 17
- FatFace, No. 33 to 41
- Goldsmiths, No. 43 to 45
- Accessorize, No. 52 to 54
- Jigsaw, No. 62 to 64
- Molton Brown, No. 72
- Hobbs, No. 86
- Reiss, No. 90
- Anthropologie, No. 92
- Charles Tyrwhitt, No. 102 to 104
Shops on the Promenade, Cheltenham: questions
What shops are on the Promenade in Cheltenham?
Our directory lists 23, including Hatchards, Waterstones, Beards, Martin & Co, Hooper Bolton, Jo Malone London, Hotel Chocolat, Dubarry of Ireland, Castle Fine Art and Vinegar Hill. Clothing chains include Reiss, Hobbs, Jigsaw and White Stuff.
Are the shops on the Promenade open on Sundays?
Several are, on shorter hours: White Stuff and Dubarry 10am to 4pm, Castle Fine Art 11am to 5pm and Vinegar Hill 11am to 4pm. Beards and Hooper Bolton close on Sundays, and Martin & Co lists Monday to Saturday only. Call Hotel Chocolat for its Sunday hours.
Where can I buy a luxury watch in Cheltenham?
On the Promenade: Martin & Co for Rolex, Bremont and Tissot, Beards for Omega, Longines and TAG Heuer, and Hooper Bolton for Ball and U-Boat.
Are there independent shops on the Promenade?
A few: Beards and Hooper Bolton are family-run jewellers, and Vinegar Hill is a family-run gift shop. For more independents, Montpellier is a short walk south.