BEHIND THE SCENES : a new watch boutique opens in Sydney


As Horologium readers know, we have a focus on automatic rather than quartz watches, but where there is something of particular interest in a quartz watch, with arguably the top example being the Seiko Quartz Astron of course, it may find its place on this blog.

Our coverage is also skewed towards non-fashion watch brands, but today’s post is a ‘behind the scenes’ glimpse at the opening of a brand boutique in Sydney that is not only heavily quartz focused but also a well-known fashion watch brand with a widespread presence in Australia – TW Steel.

Why?  Well, because they tell me that they have plans to increase the number of automatic models available (I was surprised to learn that they are using ETA movements) and because the opening of dedicated (watch) brand boutiques in Australia are not a common thing. TW Steel is a brand that is growing at a healthy rate, and if opening their first brand boutique in Australia means that more people are interested in wearing watches rather than relying on their phones, then this is a promising thought for the broader Australian watch industry as a whole.

Without further ado, here is what the boutique looked like at 4pm on the day before its opening.

Below is the feature wall which was featuring some automatic models.

The boutique has now been open for a few days and is located in the Strand Arcade, Sydney.  For those who are Formula 1 fans, TW Steel has a relationship with that motorsport as well, and I shall post about two automatic models from that relationship, in a later post.

Categories: Behind the scenes, Sydney, TW Steel, watches

1 reply

  1. i believe ETA only used in their top of the line ltd eds. regular automatics supplied by miyota


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