SJX Watches
Phillips Debuts ‘Perpetual’ Boutique in London
Best known as a watch auctioneer par excellence, Phillips recently established Perpetual, a watch store inside its London showroom on Berkeley Square. A permanent showroom offering watches year-round, Perpetual was conceived to offer clients something to buy in-between the twice-yearly watch auctions. Perpetual comes a few months after the successful pop-up store that took place in March, where a Philippe Dufour Simplicity was purchased by Jean-Claude Biver, the legendary watch entrepreneur who’s now the non-executive chairman of the LVMH watch division. The watch department in London, led by financier-turned-watch-specialist James Marks, is the first outpost of Phillips to have a permanent store. “I believe that auction houses cannot apply the same business model to every geographical location,” explains Mr Marks, “and rather than rely on traditional seasons we need to be proactive with clients year round.” Perpetual officially opens on Wednesday, September 4, with a cocktail party and panel discussion. The panel is made of two industry luminaries – Mr Biver and Phillips’ auction chief Aurel Bacs – and myself. To RSVP for the panel discussion, register online with Phillips. The highlights The inaugural offering at Perpetual is diverse, encompassing both vintage and modern watches. Being a personal favourite of Mr Marks, Rolex “Zenith” Daytonas are well represented, but the line-up also includes a selection of choice examples of independent watchm...
