Matt Clymo 
Perth is so hot right now! Longines is the latest brand to open up a Boutique in the West Australian Capital catering to a growing watch & luxury goods scene.
Perth, it seems, is gaining popularity with watch brands. Over the last 12 months, there have been several boutiques opening their doors to customers in the West Australian state, and Longines is the latest to do so, joining the ranks of Cartier, Omega and TAG Heuer to name a few. This continuing trend shows that West Australians’ appetite for luxury goods and watches isn’t slowing down, and Murray Street is now the go-to luxury strip in the Perth CBD.
This is Longines’ sixth boutique now in Australia, with other boutiques in Sydney, Melbourne (Collins Street and Chadstone), Brisbane and the Gold Coast. The 139 square meter boutique, set on the corner of Murray and William Street is designed for customers to enjoy a modern, yet welcoming setting to explore and try on new pieces. The interior is designed to embody Longines core values of elegance, tradition and performance via the sleek corner façade featuring the winged hourglass logo to the usage of selected materials and colours used throughout the boutique.
Longines has a rich history, in fact, 193 years worth, and the new boutique allows people to take in some of this through different elements and references to equestrian and its rich history and legacy in aviation. One of these elements is the signature wall that showcases Longines association with equestrians – from coats to saddle pads, the quilted diamond pattern in navy blue with shades of silver which reflects the brand’s identity.
Exploring more of the boutique, guests will be immediately drawn to the concierge bar—a sleek nod to aviation, with its gently curved edge mimicking the wing of a plane. The brushed metal finish subtly recalls the pioneering aircraft of early aviators, something that is prominent in Longines’ history. Just beyond, the Watchmaker Bar awaits, offering a deeper dive into Longines’ heritage, making this more than just a shopping experience—it’s an invitation to explore the brand’s watchmaking legacy up close.
“Longines is thrilled to continue growing our retail presence within the Australian market. Our new Perth boutique illustrates our commitment to innovation and represents an important milestone in the brand‘s development, marking our first corporate boutique in Western Australia. We are proud to offer our Australian customers the opportunity to discover the unique and elegant world of Longines, the brand’s rich heritage and its vast range of timepieces, in a tailor-made space staffed by qualified advisers. We place great importance on creating a bespoke environment to ensure that each visit is an unforgettable experience.”
Longines CEO Matthias Breschan
For those wanting to explore the Longines collection as well as the history and heritage of the brand, the new Longines Boutique is now open, on the corner of Murray and William Streets in Perth’s CBD.
- Where: Tenancies A&E, 110 William St, Perth WA 6000
- When: Open Mon – Thurs 10am – 6pm, Fri 10am-8pm and Sat & Sun 10am – 5pm
- Phone: 08 6285 6578
