The white-hot intensity of MoonSwatch hype might have cooled a little, but for anyone who’s still hunting a specific edition — or a Blancpain x Swatch Scuba Fifty Fathoms for that matter — your odds just improved.
Swatch has announced the opening of an enormous new Collins St store, giving Swatch fans another destination to hunt for rare models.
That’s right, Swatch just opened the doors of its largest-ever store in Australia. Located in a prime position at 260 Collins Street, right in the beating heart of Melbourne’s luxury district, it’s the brand’s first flagship store in the country and joins several smaller outlets in Pitt Street; Bondi Junction; Queen Street,; South Wharf; and the recent addition on Murray Street Mall.
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The store promises an eclectic mix of the brand’s signature offerings, from timeless classics to the cutting edge of watch fashion; featuring standout collections such as Swatch NEON, Swatch Art Journey, BIG BOLD, and the innovative BIOCERAMIC WHAT IF? Series.
Watch enthusiasts will also be drawn to the eagerly awaited MoonSwatch and Scuba Fifty Fathoms Collections (including the latest edition).
Nestled amongst the crème de la crème of international brands on Collins Street, Swatch’s new flagship stands out with its distinctive design, spanning 239 sqm and offering a spacious ‘open walk-through’ environment. The store’s design features seven glass brick totem walls and island displays that guide visitors on a captivating journey through the latest in watch design.
The interior of the store is a celebration of Melbourne’s iconic laneways, with large LED screens, modern glass, and metallic brick walls that add an urban edge to the space. This setting is complemented by a bar concept: where collectors and enthusiasts are invited to relax and enjoy the watches on offer.
Swatch on Collins St is open from 10 AM every day of the week, there’s a lot to be excited about with this latest addition to Melbourne’s horological landscape.
