Watches of Switzerland

Watches of Switzerland unveils its new boutique in Auckland, New Zealand.

Marking an exciting milestone in its international presence, the latest boutique opening introduces a refined destination for watch enthusiasts and collectors alike. Showcasing a portfolio of watchmaking brands including NOMOS Glashütte, Frederique Constant, and Louis Erard, the boutique embodies Watches of Switzerland’s dedication to craftsmanship, expertise, and an exceptional client experience

1964
Watches of Switzerland:
60 Years and Beyond
Established in 1964, Watches of Switzerland holds a piece of pride and history in Singapore’s evolving retail landscape. New Zealand was the latest region for Watches of Switzerland's expansion across Oceania, with the relocation of its first and only Auckland boutique. Take a walk down memory lane to explore how it all began and how it grew its presence beyond the Lion City.
1964
20th February 1964

It all began when founder and Managing Director Patrick See registered ‘Watches of Switzerland Pte Ltd’.

(Credits: The Straits Times)

1964
10th June 1964
The first Watches of Switzerland retail store opened at John Little’s Arcade at Raffles Place, the oldest department store in Singapore.
1965
28th May 1965

Favre-Leuba Watch Co. Pte Ltd. Singapore took Watches of Switzerland under its umbrella.

1968
27th January 1968
Watches of Switzerland arrived in Malaysia with its first store at 20 Jalan Bukit Bintang, Kuala Lumpur.
1970
30th May 1970
The second Watches of Switzerland store in Singapore opened at Liat Towers on Orchard Road.
1973
The third Watches of Switzerland store opened at DBS Building Towers (presently known as OUE Downtown), hosting Singapore’s first Patek Philippe exhibition. From a ladies’ watch embellished with 303 diamonds to 100-year-old pocket watches made for European royalty, over 120 watches totalling S$1 Million in worth were displayed.

(Credits: Berita Harian)
1978

Jay Gee Group purchased Watches of Switzerland with a paid-up capital of S$2 Million. The company later opened three other stores in prime locations in Singapore.

1992
24th - 30th November 1992
In the pursuit of nurturing the local watch community, Watches of Switzerland organised a Cartier exhibition at Scotts Shopping Centre, showcasing solid gold and jewellery watches.
2000
1st October 2000
Watches of Switzerland opened a new location at Paragon, home to cutting-edge brands and designer labels in the heart of Singapore’s Orchard Road.
2006
28th November 2006
Watches of Switzerland launched its retail store at VivoCity.
2009
15th May 2009
Seeing the growing population in Tampines, the centre of Singapore’s east region, Watches of Switzerland opened a boutique at Tampines Mall.
2014
28th October 2014

The Hour Glass Group acquired Watches of Switzerland from the Jay Gee Melwani Group for S$13.3 Million, taking over the operation of its five stores in VivoCity, Paragon, Centrepoint, Tampines Mall and City Square Mall.

"The custodial transfer of Watches of Switzerland to The Hour Glass Group will bring about more developmental opportunities, strengthening the group’s position in the watch retail sector. Given the synergies across various merchandising and operating platforms, we see tremendous potential in enhancing our overall business. More importantly, we are excited to be welcoming Watches of Switzerland’s excellent team of sales professionals into The Hour Glass family."

Michael Tay, Executive Director of The Hour Glass Group (2014)

2015

Signifying a new era under The Hour Glass, Watches of Switzerland changed its brand logo for the first time since 2000. This would be the fourth iteration of the logo since the brand’s inception in 1964. The second change was implemented in 1990. To honour its origins and identity as Watches of Switzerland, two primary symbols were paired: the universally recognised sign for time and the Swiss flag.

The new logo combines the watch hands and the Swiss flag in a well-balanced and seamless construction, communicating both ‘Time’ and ‘Switzerland’ in a Swiss minimalist style. Driving the brand identity further, Watches of Switzerland chose a classic logotype that doubles as the most widely recognised Swiss font: Helvetica Neue 45 Light.

2015
4th August 2015
Since the acquisition by The Hour Glass, Watches of Switzerland established its first boutique beyond Singapore, with the launch at The Gardens Mall Kuala Lumpur.
2015
September 2015
Next, Watches of Switzerland worked towards acquiring sole retail rights for selected brands in its operating countries, starting with NOMOS Glashütte. Prior to this, one could only purchase a watch from the German watchmaker from the brand’s online store. It was the start of a successful mutual partnership, leading to continuous exciting collaborations with NOMOS Glashütte, such as the collection of ‘Red Dot’ limited editions.
2016
September 2016
Junghans was officially welcomed as the second brand to be solely represented by Watches of Switzerland.
2017 - 2021
As a tribute to Watches of Switzerland’s home ground, Singapore, the first ‘Little Red Dot’ Limited Edition series was introduced with the Zürich Weltzeit models in August 2017. 35 pieces sported a white dial while 15 others had a salmon dial—both featured a little red dot (an affectionate nickname for the city-state to represent how Singapore appears on most world maps) at the six o’clock position. A standard Zürich Weltzeit piece would otherwise have the little hut icon. The collaboration for one limited edition watch has since formed an entire ‘Red Dot’ series as Watches of Switzerland released new renditions in 2018, 2019, and 2021.
2021
June 2021
Watches of Switzerland announced its position as Louis Erard's sole retailer in Singapore. This agreement came at the perfect time, as the brand later unveiled the limited edition La Semaine Louis Erard x Alain Silberstein watch to much fanfare.
2021
15th June 2021
Looking to Singapore’s northeast region, Watches of Switzerland launched in NEX, one of the island’s largest suburban malls.
2022
July 2022
Sinn joined Watches of Switzerland’s roster of dedicated brands following a restructure. Before the transfer, the German watchmaker had been solely represented by The Hour Glass since January 2002.
2022
20th October 2022
Watches of Switzerland sets its sight on New Zealand, unveiling the first store in the vibrant central district of Auckland, thus officially establishing itself as an Asia Pacific watch retailer. It is also the only retailer to represent NOMOS Glashütte and Louis Erard in New Zealand.
2022
November 2022
Watches of Switzerland APAC added Frederique Constant to its portfolio of brands in Singapore.
2023
12th January 2023
In a strategic move, Watches of Switzerland APAC expanded its retail presence in Singapore with a new multi-brand boutique at the highly anticipated shopping mall, Jewel Changi.
2023
1st April 2023
Watches of Switzerland APAC further expanded its retail footprint with a spacious boutique at Thiso Mall in Ho Chi Minh, marking its official entry into the Vietnamese market. In the same year, it welcomed Grand Seiko into the comforts of the boutique to launch the brand’s first Vietnamese salon. It is also the only watch retailer in Vietnam to represent Louis Erard, NOMOS Glashütte and Bell & Ross.
2023
9th September 2023


To further elevate its clients' retail experience, Watches of Switzerland APAC established three mono-brand boutiques (Tudor, TAG Heuer, and Grand Seiko) at Jewel Changi, Singapore.
2023
December 2023
Best known for its diving watches, DOXA continues its expansion mission by selecting Watches of Switzerland APAC as its sole retailer in Singapore.
2024
June 2024
Watches of Switzerland APAC added Behrens and its innovative watch collection to its list of retail brands.
2024
25th June 2024

Watches of Switzerland APAC celebrates its 60thanniversary with a limited-edition watch collection in collaboration with Baltic, Behrens, Christopher Ward, Frederique Constant, Furlan Marri, Louis Erard, NOMOS Glashütte, and Sinn.

"Reflecting on how Watches of Switzerland started from a humble store at Raffles Place to becoming one of the leading watch retailers in the APAC region 60 years later is truly gratifying. Even before the acquisition by The Hour Glass, we recognised its unwavering dedication to excellence and innovation, aligning perfectly with our core values of expertise, craftsmanship, and placing our clients’ needs first."

Norman Ho, Group General Manager of The Hour Glass.

2026
March 2026

We are pleased to share that Watches of Switzerland Auckland has relocated to a new address in the heart of the city. Formerly situated at 58 Queen Street, our boutique now welcomes you to 18 High Street, Auckland, reflecting our continued commitment to craftsmanship, heritage, and personalised service.

Boutiques

New Zealand
Auckland

18 High Street
Auckland 1010
New Zealand

(64) 9 303 2202

Monday to Saturday
10.00 a.m. - 5.00 p.m.


Sunday
10.00 a.m. - 4.30 p.m.
New Zealand
Auckland

58 Queen Street
Auckland 1010
New Zealand

(64) 9 303 2839

Monday to Friday
10.30 a.m. - 5.30 p.m.

Saturday
10.30 a.m. - 5.00 p.m.

Sunday
10.30 a.m. - 5.30 p.m.
New Zealand
Auckland

(64) 9 303 2839

Monday to Friday
10.30 a.m. - 5.30 p.m.

Saturday
10.30 a.m. - 5.00 p.m.

Sunday
10.30 a.m. - 5.30 p.m.
New Zealand
Auckland

18 High Street
Auckland 1010
New Zealand

(64) 9 303 2202

Monday to Saturday
10.00 a.m. - 5.00 p.m.


Sunday
10.00 a.m. - 4.30 p.m.
© Watches of Switzerland