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Providing the necessary retail experience for this project is local luxury retailer Partridge Jewellers, who will operate the Boutique as a joint venture with OMEGA. Partridge Jewellers has enjoyed a long partnership with OMEGA through representation of the brand in both its Wellington and Auckland retail stores.Opening this October to coincide with the start of the Challenger series, the OMEGA Boutique will trade from the prime location of America's Cup Village, until the end of the America's Cup 2003 race series next March.The OMEGA Boutique will represent another historic milestone for the luxury watch brand, as it embarks on an ambitious project to open 50 such stores in famous shopping areas throughout the world. The new store consolidates the position of OMEGA at a local, national and international level, and at the same time gives full support to the existing worldwide distribution network of authorised OMEGA retailers.This first OMEGA boutique in New Zealand is above all a testament to the worldwide success of the OMEGA brand - a trend that this exciting new venture can only stimulate.

Newer brand on the block is Edmond watches, not yet widely in the US but are available. The Swiss watch brand looks like a futuristic cousin of Panerai, and mostly shares their dimensions by having nicely sized 44mm wide steel watch cases that are also available with black or gold PVD finishes. The complex construction of the cases lend themselves well to the overall style of the brand - *** for good looking masculine watches that display that sense of Swiss watch design refinement hard to find in the rest of the world. There are a number of models, but each currently shares the signature case design. It also has a special "Lock-ED" lever over the clasp to secure it similar to what you find in Panerai. With the lever locked the watches have 200 meters of water resistance. Crystals on the top and rear of the watch are sapphire. The pictured model is the Cap Horn in gold PVD and a technical looking, though pleasurable to read face. The bezel is in black PVD with goldtone screws. The overall feel of the watch is a sporty delight that is created by the cohesive rugged character of the watch that seems to borrow from a number of popular watch designs out there (while still being extremely unique in its own right). Movements in the watches are Swiss ETA 2824-2 automatics. Edmond watches are a cool newcomer that certainly deserve some wrist time. The pictured watch is priced reasonably at about $1,900. Ariel Adams publishes the luxury watch review site aBlogtoRead.com.