WELCOME TO A NEW CHAPTER FOR RETAIL IN MELBOURNE

In Melbourne’s vibrant watch scene, Matt Zillmann is redefining the retail experience with Watch Point, a space that champions the creativity and innovation of micro brands. Unlike traditional retail, Watch Point is not just a store; it is a hub where enthusiasts can connect with unique, independent watchmakers. This venture was born from the realisation that micro brands often struggle due to traditional retail’s heavy margins and lack of direct consumer engagement. 

Matt explains, “Micro brands are simply not suited to traditional retail.” Retailers’ high markups and limited support create an environment that’s not conducive to the growth of smaller brands. At Watch Point, Matt’s vision is clear: to offer a space where customers can experience the watches up close, engage with the creators, and build lasting relationships. “We wanted a retail space to build a community around,” he says, emphasising the importance of providing a personal, tactile experience that online shopping cannot replicate.

His words echo through every meticulously designed model, each one embodying the pursuit of perfection that defines the brand.

 

BREAKING INTO RETAIL

The challenge for micro brands lies in the traditional retail model. As Matt notes, “The margins that a traditional retailer takes on a watch are quite large compared to the margins that micro brands make.” This financial imbalance often leads to deep discounting by retailers, which undermines the perceived value of the watches. 

“If a retailer discounts a watch by 50%, who’s going to buy it on the micro brand’s website?” Matt points out. “They’ll just wait for it to come on discount at a retailer.” Watch Point offers a solution by creating an environment that allows customers to experience the watches first-hand.

Matt says, “It’s a different connection, you know, with the brand, the watch, being able to see it there in person.” For Matt, this tactile connection is crucial to the brand’s ethos, offering something that online shopping simply can’t match.

 

 

 

CREATING A NEW EXPERIENCE

Watch Point’s success lies in more than just selling watches. It’s about fostering a community. For Matt, the personal connection between the brand and the customer is key. 

“When you email customer support for a micro brand, you’re usually speaking to one of the founders or creators,” he says, highlighting the intimacy of supporting smaller brands. 

This connection draws customers to Watch Point, where they can try on watches, fall in love with them, and build lasting relationships with the brand owners. “Having this store for micro brands, having this sort of place where people can see their watches, try them on, fall in love with them… that was a need for all brands,” Matt shares.

Watch Point also addresses one of the key concerns of micro-brand customers—uncertainty about what they’re buying. Matt adds, “We’re aiming to get watches in-store so people can come and see a watch before they buy it, even if it’s on pre-order.” This approach not only helps to build trust but also empowers customers to make informed purchasing decisions.

 

 

 

THE STRATEGIC CHOICE

When Matt was deciding where to open Watch Point, there was no question about location. “Colins Street is watch district. That’s where everyone goes to do their watch shopping,” he says. Melbourne’s Collins Street, renowned for its luxury watch retailers, provided the ideal backdrop for a store dedicated to micro brands. 

Matt explains, “If you’re watch shopping and you want to pop into a few micro brands or come in for a friendly chat, it’s much harder to get to if you’re out in Preston. We wanted to make it easy.” By situating Watch Point in this bustling area, he ensures that it becomes part of the watch shopping experience, not a place customers must travel out of their way to visit.

The building, an old Victorian-era space, also contributes to the unique experience. “It’s just a great, great space,” Matt says, appreciating the charm of Melbourne’s old arcades. The choice of location adds a sense of history and character to Watch Point, making it more than just a place to shop—it’s an experience.

 

 

 

THE MICRO BRAND MOVEMENT

Matt envisions a future where Watch Point and the micro brand movement continue to grow hand-in-hand. “As micro brands are taking more market share in the watch industry, I think consumers will value the personal connection,” Matt reflects. This trend points to a shift in consumer behaviour, where micro brands’ personal touch and creativity take centre stage over the mass-market offerings of traditional watchmakers. 

“They’ll come into the store not just to shop but to talk watches, hang out, and build relationships with the brands,” he says, outlining a vision for a more engaged, informed community of watch lovers.

Watch Point is set to expand its influence in the years to come. “We’re hoping to see many more events, more recognition for micro brands, and a growing watch community,” Matt says. 

With the rise of micro brands, Matt predicts Melbourne will become an increasingly important destination for watch enthusiasts, with Watch Point leading the transformation.

By offering an experience that prioritises connection, education, and creativity, Watch Point is poised to become an integral part of the future of watch retail. 

With Melbourne as the perfect base, It is ready to grow alongside the rising tide of micro brands, helping to reshape the watch industry and offering something fresh to collectors and enthusiasts alike.

 

 

 

A NEW PARADIGM

Watch Point isn’t just a retail space—it’s a cultural shift within the watch industry. It’s a testament to the growing demand for authenticity, creativity, and community in a market dominated by traditional, impersonal experiences. 

Matt’s vision taps into the spirit of micro brands, which thrive on innovation and direct customer relationships, offering value that transcends mere transactions. 

“Micro brands are pushing hard in that scene,” Matt says, and with Watch Point, these brands are not only given a stage—they’re given a voice, an identity, and a chance to be part of a movement that values quality, connection, and meaningful engagement. 

For the consumer, it’s an invitation to be part of something greater than just a purchase—a community of like-minded enthusiasts united by a love for watches and the stories behind them. 

As the industry evolves, Watch Point stands as a beacon for what’s possible when passion and purpose align, setting a new standard for how we experience retail and engage with the brands we love.