Sydney’s Time To Shine

IWC, Panerai and Jaeger-LeCoultre debut Sydney boutiques – with others to follow

By Terry Christodoulou 13/12/2019

In time for Christmas, Sydney’s King St has staked its claim as the city’s horological heartbeat – with IWC, Jaeger-LeCoultre and Panerai today opening lavish new boutiques.

It’s the first Sydney standalone for IWC – having opened in Melbourne earlier this year – while for the latter duo, the openings mark an Australian debut.

The new IWC boutique boasts 80-square metres of space designed to create a relaxed atmosphere – soft beige tones, dark woods and natural stones making for a chilled watch experience that lets the timepieces do the talking.

The six key families – Pilot’s, Portugieser, Aquatimer, Portofino and the Da Vinci – are available.

“I am delighted that we have found a home for our brand and timepieces in a prime and high-visibility location in Sydney and finally filled a significant gap in our network with this extra-ordinary boutique which truly reflects the status of IWC and the importance of Sydney and Australia to our brand,” says Florian Gutsmiedl, IWC Brand Director Australia and New Zealand.

Neighbouring IWC is Panerai – the Florentine watchmakers renowned for a unique take on the dive watch.

The Sydney outpost sees it become only the second standalone boutique in Oceania and, like IWC, it’s been made possible through a partnership with leading Australian luxury outfitter, Kennedy.

Panerai’s interiors pay homage to the brand’s heritage, with touches of burnished brass honouring oceanic links and its association with the Italian Navy.

Pieces across all key collections are on offer.

“We are thrilled to strengthen our presence in Australia with the opening of the first boutique in Sydney. Together with our partner Kennedy, we look forward to showcasing our latest collections and providing our clients with an exceptional customer experience,” says Giacomo Cinelli, Managing Director, Panerai South East Asia & Oceania.

Not to be outdone, at 84 King Street is where you’ll find Jaeger-LeCoultre – a boutique bringing to life brand identity, alluring displays and a stock list that should sate loyalists and newcomers alike.


Such openings speak of the incredible strength and continued reach of the Australian luxury sector – King St making a bold move as the horological centre of the country, especially given the imminent arrival of Hublot’s first boutique and presence of Chopard across the street and The Hour Glass further east.

Tick tock – time won’t wait for you to get amongst it.


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