The Australian luxury watch market is witnessing significant developments, fueled by rising consumer demand, evolving distribution models, and major acquisitions. Known for its strong appetite for international high-end timepieces, Australia continues to attract global watch retailers and collectors alike.
Luxury watches in Australia are primarily dominated by internationally renowned Swiss brands such as Rolex, Omega, Patek Philippe, Audemars Piguet, and Cartier. These brands maintain a strong presence in cities like Sydney, Melbourne, Perth, and Brisbane, where luxury retail districts and high-income demographics make for an ideal customer base. The term “Australian luxury watch” generally refers to the market for these globally recognized brands within the Australian retail landscape.
A significant recent event reshaping the market was the acquisition of the Australian Rolex business by The Hour Glass, a Singapore-based luxury watch retailer. In April 2025, The Hour Glass finalized its purchase of the Rolex retail operations from Kennedy Watches & Jewellery for AU$90 million (approximately US$58.8 million). The deal included four flagship Rolex boutiques located in some of Australia’s most prestigious retail hubs: Melbourne’s Chadstone Shopping Centre, Sydney’s Martin Place and The Star Casino, and Perth’s Crown Casino.
This move is seen as a strategic expansion of The Hour Glass’s retail footprint in Australia. The company, already well-established in countries such as Singapore, Malaysia, Vietnam, Japan, Hong Kong, and Thailand, now strengthens its position in one of the Asia-Pacific region’s most lucrative luxury markets. The acquisition included not only store locations and inventory but also the staff and all existing distribution agreements related to the Rolex outlets. The special purpose vehicle created for this transaction, initially named ACN 685 541 851 Pty Ltd, has been renamed THGRAU Pty Ltd and now operates as an indirect wholly owned subsidiary of The Hour Glass.
Experts see this acquisition as a smart move. Rolex remains one of the most sought-after luxury watch brands globally, often associated with long waiting lists and strong resale values. By securing flagship outlets in Australia, The Hour Glass has gained access to a loyal and growing base of luxury watch buyers who value craftsmanship, exclusivity, and investment potential.
The Australian luxury watch customer is typically aged between 30 and 65, often professionals, entrepreneurs, or collectors. There is a growing trend toward pre-owned luxury watches, especially through online platforms, and increasing interest in independent watchmakers like Grand Seiko and H. Moser & Cie. Moreover, the market is seeing more female buyers investing in high-end timepieces, reflecting broader global trends in luxury watch consumption.
The decision by Kennedy Watches & Jewellery to sell its Rolex operations comes at a time when many luxury brands are rethinking their retail strategies. With direct-to-consumer sales becoming more common, brands like Rolex may choose to limit third-party distributors in favor of operating their own boutiques. Kennedy Watches & Jewellery still maintains a portfolio of over 20 prestigious watch and jewellery brands and appears to be adjusting its strategy to focus on a broader mix of products and services.
Luxury retail in Australia is also influenced by tax regulations. The 10% Goods and Services Tax (GST) affects the pricing of luxury watches. However, international tourists and some domestic buyers often seek GST refunds when exporting watches, which can make purchasing in Australia attractive under certain circumstances.
While there are a few boutique Australian watch brands such as Bausele and Melbourne Watch Company, these do not yet compete on the same scale or prestige level as Swiss luxury brands. They offer quality design and craftsmanship, but the term “Australian luxury watch” continues to be associated more with the retailing of international luxury brands rather than domestic manufacturing.
As the market evolves, companies like The Hour Glass are positioning themselves to meet the expectations of modern luxury consumers. These buyers demand not only access to exclusive products but also exceptional service and curated in-store experiences. With global logistics, digital technology, and changing consumer habits reshaping the industry, the Australian luxury watch market stands out as both competitive and dynamic.
