Malta’s long-standing Wembley Store in Valletta has entered a new chapter, as it is taken over by Timeless Treasures, a Turkish jewellery store with an expanding presence on the island.

The company, which offers luxury brands like Omega, Hubolt, Breitling and Bell & Ross already operates stores at the Valletta Waterfront and on South Street. It has now secured what it describes as one of the most strategic retail locations in the country.

For Director Hakan Demirci, the move was a natural next step.

“This is the most iconic building and the best trading spot in Malta. There is no better location,” he says.

Timeless Treasures forms part of a wider group with international operations, and its presence in Malta has been growing steadily. According to Mr Demirci, the decision to establish a store in Valletta dates back to the COVID-19 period, when an opportunity first arose near the Opera House. The newly acquired Wembley site, however, represents a more significant milestone.

“We always needed a place in Valletta. When this opportunity came, we knew it was the right one,” he explains.

Despite the change in ownership, the company has made a conscious decision to retain the building’s historic character. The Wembley Store name, which carries over a century of history, will remain in place, along with the recognisable façade.

“We are keeping the façade out of respect to the Maltese community. We did not change the name. This place has history, and we want to keep that iconic feeling,” Mr Demirci notes.

Rather than introducing a radically modern concept, the approach has been one of adaptation.

“The island has given us many opportunities. We want to respect that and preserve the heritage. We are not bringing something overly modern here,” he adds.

The new store is expected to open in the second week of May.

Timeless Treasures will also continue to operate its South Street outlet, maintaining a presence that caters to both local clientele and the steady flow of international visitors in Valletta.