WORLDTEMPUS - 16 September 2011
Tom Mulraney
Amid growing uncertainty in the global financial markets and decreased consumer spending, some luxury watch retailers are becoming understandably cautious. Staying with safe, well-known brands that offer good terms and healthy market exposure is often seen as a smart strategy and certainly one well worth considering in these times of ongoing fiscal turmoil.
That said, living in one of the few countries in the developed Western world that has yet to be dramatically impacted by the ongoing economic sagas of North America and Europe, gives you a rather unique perspective of the world. At least this seems to be the case for two Perth-based entrepreneurs, Josh Reed and Troy Barbagallo, the visionaries behind the brand-new Swiss Time Machine luxury watch boutique.
The Vision
Some may argue that it doesn't take a “visionary” to open a new watch boutique, and certainly these skeptics would probably be right. Then again, this isn't just any boutique. Offering only pieces from a handful of carefully selected independent watchmakers, the Swiss Time Machine boutique sets a new precedent in Australia, a wealthy country that has so far been overlooked by many of the major players due to a perceived lack of sophistication.
To many, the idea of the boutique seemed far-fetched at best, a grand vision that would possibly never succeed, least of all in a location as distant and insignificant as Australia. Unperturbed by naysayers, Reed and Barbagallo – themselves passionate watch collectors – were confident that Perth, and indeed Australian, aficionados were ready for something completely different. More importantly, they were willing to take the risk to find out if they were right.
The Reality
The lineup of brands is impressive to say the least and reflects an understanding of the independent industry that has rarely been seen before in Australia. It is also indicative of the incredible level of mutual respect and trust the two men were able to generate with their Swiss-based partners, no small feat when you dealing with understandably cautious independent watchmakers whose livelihoods may hang in the balance.
At any time in this opulent enclave, the prospective buyer can gaze on creations from the likes of MB&F, Urwerk, Peter Speake-Marin, MCT, Ladoire, Rebellion, Louis Moinet and Romain Gauthier. There are very few places in the world, if any, where one is able to find oneself with such an opportunity. This speaks volumes about the company's commitment to promoting the art of independent watchmaking.
The Future
The future seems bright for this bold new boutique and indeed for the Australian watch community at large. Recent discussions with the owners have revealed that several pieces have already been sold to local collectors and it appears that Australia's wealthy connoisseurs are ready to start expanding their horizons.
Of course, no one expects it to be easy, least of all Reed and Barbagallo, who recognize the mammoth task they have before them. They are committed not only to making this concept work but also to educating Australian consumers about the finer points of haute horlogerie, and it seems they won't be alone in this endeavor. Independent master watchmaker Peter Speake-Marin was in attendance on opening night to share his incredible knowledge and passion with the lucky attendees, and a number of other “special visits” are scheduled for the coming months.
It seems the Australian watch scene has just gotten a whole lot more interesting.
