When it Watch Boutique to , it’s important to remember that these spaces exist solely to sell watches. That being said, they can still be a great way to engage with like-minded people and learn more about the brand. Many watch boutique attendants have visited the brands’ manufactures and can offer insight that you won’t be able to find online.

Aside from that, the experience is generally much more personal and intimate versus a big multibrand store where it can feel like you’re just one of hundreds of potential customers. As a result, it’s easy to see why so many collectors and aficionados prefer boutiques over multibrand retailers, especially in smaller markets.

As of late, many independents are doubling down on their brick and mortar ambitions. For instance, Corum recently opened its first concept store—a private space tucked away in the upper level of Bangkok’s Gaysorn Shopping Center—in May. The luxury Swiss watchmaker is also launching a line of Boutique Edition timepieces, a tribute to the world’s most spectacular cities and countries. Each watch has its own engraved skyline on the caseback, allowing locals and visitors to keep a piece of their travels with them.

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Moreover, a number of boutiques are starting to carry vintage pieces from their own collections in their stores. For example, Vacheron Constantin has a stunning Reference 4072 from 1940 in stock now (only about 20 examples of this watch are believed to exist), and Breitling has an amazing vintage ‘Super Ocean’ in its New York City boutique that was actually worn by astronauts during the 1960s.