Wandering the streets of Europe, as a watch enthusiast, I am keen to check out the timepieces they have for sale. Naturally, in a global retail environment we are able to purchase international brands. After all, the Swiss watchmaking industry wouldn’t survive without international sales.

Coming from Perth, we have a line of jewellers that carry the mid-range lines of Swiss watches but it is a little more difficult to find the premium brands. It is not impossible, however, we do not have dedicated Rolex, Omega, TAG Heuer, Longines and Tissot boutiques like I see throughout Asia. Now it is very clear to me why Cartier is not trailing Omega in sales by a great deal, the brand can be found in quality jewellers everywhere and dedicated retail outlets. Chopard is well represented, I really don’t see the brand that much in Asia or Australia. Baume & Mercier can be purchased in most reputable jewellers along with Rado, Longines and Tissot.

Then there are the ultra premium brands from Patek Philippe, Vacheron Constantin, Breguet, Audemars Piguet and A. Lange & Söhne. These brands really pop, when you see Rolex displayed in the store alongside these fine examples of horological excellence, their designs really look dated. I start looking at the German watchmakers from Mühle Glashütte, Nomos, Lang & Heyne, Moritz Grossmann and for me Union Glashütte. I see Sinn as a very popular brand, for my tastes I am not so impressed, yet I love the simplicity of Junghans – the bauhaus styling is brilliant.

In German stores brands such as Union Glashütte, Glashütte Original and Nomos Glashütte are very common and well represented. I think TAG Heuer displays well in jewellery stores but Breitling doesn’t and I really like the Breitling designs. I think Omega looks pretty good along with Longines, especially their heritage collection but not so with Rado. For me, when I see Vacheron Constantin, Glashütte Original and Breguet in the display case as opposed to catalogs, then you see the amazing finish and prestige these timepieces bring. I wasn’t really impressed by Vacheron Constantin initially, but when I saw their product displayed in the shop window I got it.