Cameron Norrie's hopes of winning his first ATP Tour title were ended as he lost 6-4 6-7 (5-7) 6-3 to Italian top seed Matteo Berrettini at Queen's Club.
The British number two fought back after losing the first set to become the first player to take a set off Berrettini at the Cinch Championships.
But world number nine Berrettini, who fired down 19 aces, secured the crucial break in the third set to seal victory.
He is the first player to win the title on debut since Boris Becker in 1985.
'It has been a very special week' - Norrie
Norrie, 25, was bidding to become only the second Briton after Andy Murray to win the Queen's title in the Open era.