DEACON & SON (SWINDON) LIMITED
Company number 00131937 · Monitor this company
Executive summary
Deacon & Son is a well-capitalised heritage jeweller with defensible competitive advantages in Rolex stockist status and vertically integrated watch servicing capabilities, but faces a strategic inflection point: margin compression from rising input costs and lab-grown diamond disruption threatens the sustainability of its current model, while dependency on Rolex allocations introduces unacceptable revenue concentration risk. The path forward requires diversifying revenue toward higher-margin bespoke and servicing segments, developing a considered digital strategy, and critically re-evaluating the lab-grown diamond policy before market positioning becomes irreversible.
Shareholders' funds
£4,332,238
Balance sheet as at 2025-02-28
What it does
The principal activities of the company in the year under review were those of the sale and repair of jewellery, watches, clocks, china, glass and gifts. There were no significant developments in these activities during the year.
The company's own description, from its latest filed accounts.
Overview
- Company type
- Private Limited Company
- Incorporated
- 1913-11-03
- Employees
- 34 (2025 accounts · was 32 in 2024)
- Registered office
- 11-15 Wood Street, Old Town, Swindon, Wiltshire, SN1 4AN
- Postcode
- SN1 4AN
- Capital
- 4,870 GBP
- Accounts category
- Medium
- Charges
- 6 outstanding
Accounts
- Last made up to
- 2025-02-28
- Next due by
- 2026-11-30
- Financial year end
- 28 February
Confirmation statement
- Last statement dated
- 2026-07-15
- Next due by
- 2027-07-29
Nature of business (SIC)
- 47770 Retail sale of watches and jewellery in specialised stores
- 95250 Repair of watches, clocks and jewellery
Officers 4 current · 3 resigned
Previous registered addresses 1
| Address | Changed on |
|---|---|
| 11-13 WOOD STREET, SWINDON, WILTS, SN1 4AN | 2013-07-03 |
Among its peers
Top 10%
by shareholders' funds, of 14 similar companies in SN
The largest employer among its local peers (34 staff).
The oldest of its local peers, trading since 1913.
Competitors Swindon
This company ranks 1 among retail sale of watches and jewellery in specialised stores in Swindon.
Property in England & Wales 3 titles
- Freehold
- 2
- Leasehold
- 1
- Most recent registration
- 2019-10-21
- Where
- Swindon (2), Wiltshire (1)
| Title number | County | Tenure | Registered | Price paid |
|---|---|---|---|---|
| WT448691 | Wiltshire | Leasehold | 2019-10-21 | — |
| WT255190 | Swindon | Freehold | 2006-12-19 | — |
| WT190746 | Swindon | Freehold | 2000-04-17 | — |
For addresses and the authoritative register entry, use HM Land Registry's official search (£3 per title).
Information produced by HM Land Registry. © Crown copyright 2026. Dataset as at 2026-08.