You Can Now Buy Watches From Phillips at a Boutique Instead of an Auction

Phillips has already been dipping its toes into out-of-the-box events for an auction house; this year it partnered with menswear purveyor Mr Porter and tailor Thom Sweeney as a means to show collectors how they might style their timepieces and as an effort to rake in new visibility "We're trying to extend our reach beyond the traditional Phillips brand and we're trying to find partners that we believe our clients will be interested in and invigorated by, but that also match the Phillips brand," says James Marks, Phillips international specialist and director of watches During Phillips upcoming Geneva auctions, Perpetual is planning to temporarily set up shop at La Reserve, where it will have what Marks says is a "Unique and historically important Rolex 6150 Explorer" on offer.

The Phillips Perpetual boutique in London is a permanent boutique that will be open five days a week Each Phillips Perpetual location will also be tailored to the tastes of its particular region, but it's also an opportunity for Phillips to understand how those tastes evolve over time In two years' time, Phillips will also open a boutique in Hong Kong.

Phillips plans to have a digital presence for Perpetual as well. . Source