Bremont’s New Melbourne Boutique Opening Signals A New Era For The Brand In Australia

by Matt Clymo

Watch Advice had the exclusive first look at Bremont’s new Melbourne Boutique ahead of its opening this week at 292 Collins Street. The new Boutique signals a new era for the brand in Australia and promises to be an experience with a difference!

Bremont, whilst iconic in the aviation industry, may not be a brand that is well recognised by collectors. However, this is about to change as the British brand founded by Giles and Nick English, now headed up by new CEO and watch industry veteran Davide Cerrato (the man responsible for Tudor’s rise and the Black Bay), is pushing hard in Australia. With their new Boutique front and centre on Collins Street in Melbourne, it’s a sign that Bremont means business!

Watch Advice had the privilege of previewing the Boutique earlier this week, prior to the opening to the public on Wednesday, and to say they’ve done a great job with the design, layout, and experience would be an understatement. Bremont’s has taken this chance to re-think their Boutique offering and says Melbourne is now the benchmark moving forward.

Located at 292 Collins Street, in the heart of the Luxury Shopping district, its prime position on the corner of the Block Arcade gives Bremont a new presence that entices people in and is the first of a new range of luxury watch shops in the area. Speaking to Rowena White, Bremont’s Country Manager – Australia and New Zealand, a few weeks ago, she promised a unique experience, and we were keen to get down to Melbourne to experience this first hand.

The new Bremont Boutique at 292 Collins Street, Melbourne

The Boutique is designed to be inviting and warm yet modern and contemporary, and you get a sense of this as you walk in the front door. On show are all the collections in the Bremont catalogue, from the Iconic Martin Baker range to their new H1 series with their Bremont-assembled ENG300 movements. It’s a watch lover’s dream, to be honest.

The front showroom upon entry

Their partnership with Martin Baker, the company that makes approximately 70% of the world’s ejection seats is also strongly felt as you’re greeted by the large red ejection seat from a 1970’s Avro Vulcan, the plane which inspired the release of the Bremont Vulcan, which we covered here.

Interspersed with all the watches are decorative items, knickknacks and memorabilia that bring to life Bremont’s brand philosophy and ties with the British Ministry of Defence and the Armed Forces. This, coupled with the warm, intimate feel of the boutique, makes you feel like you’ve walked into the Explorers Club or someone’s home office or study that’s spent years traversing the globe and picked up books and items from their exploration days. It really is cool and not like any other watch boutique I’ve been in recently.

What makes the Boutique unique is not only the items in store but the design. It’s not a massive multi-level store like some; it’s intimate and designed to give customers a one-to-one service. Something that is lacking these days in the retail sector. You can browse the Pilot’s Chronographs, the Supermarine and Martin Baker collections in the front leisurely, and then walk up to the middle section where you can have a personal consult with one of the staff whilst being surrounded by some rare limited edition pieces, like the watch designed in tribute to Physicist Stephen Hawking.

Personal consult area
The Bremont Hawking in Rose Gold – limited and rare, now discontinued.

Depending on your time, you’re warmly invited to celebrate your purchase over a drink at the Boutique bar – designed with aviation thematics coming through. They have a range of whiskey and Gusbourne Sparkling Wine to choose from, so whatever your tastes, you can enjoy and talk all things watches with the staff.

Celebrate your purchase with a drink – something not really offered by other watch boutiques or stores

The new Boutique launch follows an exciting period of growth for the brand in Australia, having received an impressive AUD$84m investment earlier this year as renowned American investor Bill Ackman and his affiliate purchased a substantial minority interest in the company alongside Hellcat LP, Bremont’s long-standing lead investor, which increased its investment in the company as part of the transaction.

When asked about this move for the brand in Australia, CEO Davide Cerrato comments: “Australia is renowned for its adventurous spirit and passion for an outdoor lifestyle, both of which are synonymous with the Bremont brand”. A sentiment that is echoed by Bremont’s co-founder, Giles English.

“The Australian market has been vital to the success and growth of Bremont to date and our new boutique on Collins Street marks an exciting milestone and the beginning of a new chapter of growth for the brand.”

Bemont’s partnership with Williams Racing F1 is another sign of the plans for Bremont globally

The staff are passionate about the Bremont brand as well. Having spent the better part of the day with Boutique Manager Peter Silk, a British ex-pat, this knowledge and enthusiasm come through in spades. He’s a guy that is so passionate you can walk in there not knowing anything about Bremont but walk out an hour later loving the brand. It’s infectious, to say the least, and refreshing.

Boutique Manager Peter Silk demonstrates the new Fury

If you’re one of the 2.7 Million people in Melbourne considering a luxury watch, or you’re a watch lover visiting the city, we would recommend stopping by the Bremont Boutique, having a look at some of the pieces and talking to the staff who will be more than happy to show you around the Boutique, tell you the story behind the brand and perhaps enjoy a drink whilst there.

Bremont is located at 292 Collins Street in the Melbourne CBD, on the corner of the Block Arcade. Click here for the Google Maps location.

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