8th Avenue Watch Co. Continues Its Expansion

Categories Watches


The exciting newcomer in multi-brand watch boutiques adds another store in Melbourne’s Doncaster.

In August 2014, Graeme Goldman, founder of Lion Brands Australia and co-founder of 8th Avenue Watch Co., realised a dream to open his own multi-watch brand boutique when the first 8th Avenue Watch Co. store opened in Melbourne’s new Emporium Shopping Centre.

The difference from other multi-brand boutiques? 8th Avenue Watch Co. would carry a careful selection of independent Swiss Made watches, many with long heritage and spanning a wide range of price points.

The success of the Emporium boutique, offering a relaxed luxury destination with timepieces displayed in museum-like, open-plan cabinetry, has led to a rapid expansion of the Company.

In June this year, a new 8th Avenue Watch Co. boutique opened at Westfield Doncaster in suburban Melbourne, followed by another at the re-developed Pacific Fair Shopping Centre in July and this coming September, at the new West Mall Luxury Precinct of Chadstone Shopping Centre.

The boutiques showcase leading independent Swiss watch brands including Bell & Ross, Corum, Eterna and Victorinox Swiss Army.

“The Australian customer is more knowledgeable than previously, with a lot doing research online before walking into our stores,” Goldman tells Men’s Style. “They are also receptive to new brands and are looking for value for money which we offer at 8th Avenue Watch Co.”