Bremont’s Melbourne Boutique Is An Ode To Its Illustrious Aviatory Heritage
With its new home in the city’s prestigious luxury retail precinct, the British watchmaker signals an increased investment in the Australian market.
British watchmaker Bremont has taken the wraps off its latest outpost, opening a new boutique in Melbourne’s illustrious luxury retail precinct. Located at 292 Collins Street, the boutique is located within the Block Arcade, a building famed for its rich heritage and distinguished architecture.
Unveiled to media and key opinion leaders last week, the boutique distils the essence of the Bremont brand. Taking on an aesthetic not dissimilar to a gentleman’s office of yesteryear, it’s characterised by neutral hues, with black veneer and tonal oak shelving playing host to memorabilia and collectibles from the archives.
Alongside the brand’s full watch collections and limited-edition timepieces, clientele and visitors can expect to find innovative displays that speak to the Bremont’s passion for adventure and endurance — with a Martin Baker ejection seat nodding to the brand’s testing programme and MB watch collaboration.
Going beyond the traditional store experience, clientele can enjoy the bespoke bar, which sits among curated displays that bring the British watchmaker’s heritage to life.
The move to a larger and more prestigious location in Melbourne’s watch precinct is reflective of the brand’s continued growth and demand in the region, signalling an increased investment in the Australian market.
Proving bricks-and-mortar stores continue to hold their place in the luxury market, research undertaken by the brand found that 68 percent of Melbourne-based respondents would prefer to purchase from a brand in-store rather than online. As for the choice of city? The survey also found that around 2.7 million people in Melbourne would consider purchasing a luxury watch, compared to 2.2 million in Sydney.
“Australia is renowned for its adventurous spirit and passion for an outdoor lifestyle, both of which are synonymous with the Bremont brand,” said Davide Cerrato, newly appointed CEO of Bremont. “The new boutique on Collins Street is the perfect location for Bremont to further engage with watch enthusiasts and the wider adventure and endurance community whilst welcoming our existing customer base.
“Bremont has a very strong military and aviation following in Australia and we look forward to transcending this space as we look to further build awareness for the brand amongst a wider audience.”
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