Melbourne-born luxury magazine Time+Tide has opened a retail showroom in Melbourne CBD as it diversifies its revenue steam.
The Time+Tide Watch Discovery Studio will introduce more than ten emerging independent and ‘microbrand’ timepiece brands into Australia for the first time.
This includes Australian-owned and Swiss-made brand Bausele, alongside international brands such as Studio Underd0g, Fears, Baltic, Norqain, Zodiac, Hamilton and Mido.
The 170 square metre studio will also stock global watch brands, with TAG Heuer taking over the space at launch for an exhibition showcasing Carrera watches.
The studio occupies the street side of Level 1 Pleasance House, 178 Collins Street in the luxury sector of Melbourne CBD, alongside global players such as Gucci, Dior and Montblanc.
“This is not a pivot, but an organic extension of Time+Tide’s brand and business,” Time+Tide founder Andrew McUtchen said. “Actions speak louder than words, and for years we have provided a refreshingly open-minded take on watches.
“Now we can make it all real, with a space that is as welcoming, sophisticated and exciting to explore as our content has been for the last decade.
“This is literally the watch destination of my dreams - and every single brand in it is one I believe in and stand behind.”
As well as selling watches, the studio will include floating bars, a podcast corner for live productions, a 150-inch TV screen, a stage for events, and a reception area. It will be run by a team of sales assistants and Time+Tide staff.
Time+Tide will leverage the local readership base it has built in 10 years of operation, with its global views reaching millions across social media and site traffic.
“We are fortunate to have access to the country’s biggest pool of watch lovers,” McUtchen said.