David Morris Hong Kong is to open its second store at the end of July.

The British jeweller is apparently undeterred by the plunging sales of jewellery and luxury goods in the territory with its second Hong Kong boutique to open at The Galleria on Queen’s Rd in Central.

“Hong Kong has two markets; the local Hong Kong residents and the international market. To truly serve the local market it’s important to have a base in the Central District, where they are based,” said David Morris MD Jeremy Morris.

“Our designs are extremely sought-after by our locally based clients and our additional expansion in the area will enable us to enhance our service to our burgeoning international clientele.”

To date, Hong Kong marks the boutique jeweller’s only Asian foray, although it has opened stores in the Middle East.

The first David Morris Hong Kong store opened at The Peninsula at Kowloon four years ago.