For many Londoners — and cigar aficionados around the world — James J. Fox needs little introduction. The St James’s institution, long associated with Winston Churchill, has now found itself before a global audience after featuring on Netflix’s ‘My Next Guest Needs No Introduction with David Letterman’.

The veteran broadcaster David Letterman filmed a short segment at the historic shop during a recent visit to London. While regular customers will be familiar with its wood-panelled interior and basement museum — including Churchill’s chair — the programme has introduced the store to viewers who may not previously have known of its history.

Letterman had spoken warmly about James J Fox during an appearance last year on Jimmy Kimmel Live!, recalling how he was shown the chair in which Churchill would sit and smoke during his visits. Although he gave up smoking more than two decades ago, he admitted he still appreciated the aroma of a cigar.

In the Netflix segment, Letterman is seen discussing tobacco and cigar craftsmanship with the brilliant Chris Bish, the shop’s sommelier before heading downstairs to view the famed armchair.

Lowering himself into the chair, he jokes about the cigar still a good fit in his mouth — prompting laughter from those gathered around — before adding that the experience was “a visceral transformation of my neuroelectric system.”

The footage appears at the end of the first episode of season six, which features an interview with actor Michael B. Jordan. While the actor does not join him at the shop, the brief scene offers viewers a glimpse inside one of London’s oldest cigar merchants.

Watch the episode now on Netflix.