A Region on the Move
For much of the past two decades, the global luxury watch conversation has been dominated by two geographic narratives: the established markets of Europe and North America, and the explosive growth of mainland China. Asia Pacific — the broader region encompassing Australia, New Zealand, Southeast Asia, Japan, South Korea, and their neighbours — has often been treated as an afterthought in international brand strategies.
That's changing. Rapidly.
The Asia Pacific region is home to some of the world's fastest-growing affluent consumer populations, increasingly sophisticated collector communities, and a cultural appetite for independent watchmaking that is only beginning to be served. For brands that move now, before the region becomes crowded with competitors, the opportunity is significant.
The Collector Evolution
Watch collecting in Asia Pacific has undergone a fundamental shift. The previous generation of luxury watch buyers in the region were primarily motivated by brand prestige and social signalling — the same forces that drove the mainstream Swiss industry's dominance. The current generation is different. Educated by global online communities, influenced by international watch media, and increasingly confident in their own taste, they're actively seeking out independent brands that offer something beyond the established hierarchy.
This shift is most visible in Australia, where a deeply connected collector community has developed genuine enthusiasm for independent watchmaking. But it's also evident in Singapore, in Japan — which has its own rich independent watchmaking tradition — and in the growing collector communities of Southeast Asia.
Australia as a Gateway
For independent brands considering Asia Pacific entry, Australia occupies a unique strategic position. It's an English-language market with transparent commercial practices, well-established retail infrastructure, and strong connections to the broader Asia Pacific collector network. Success in Australia creates credibility and visibility across the region.
It's also a market where the independent segment is still underdeveloped relative to collector demand. The gap between what Australian collectors want and what's currently available through local retail is real and closing — but there's still meaningful first-mover advantage for brands that establish themselves now.
The Japanese Dimension
Japan deserves particular mention in any discussion of independent watchmaking in Asia Pacific. Japanese collector culture is among the most sophisticated in the world — characterised by a deep appreciation for craft, quality, and authenticity that aligns naturally with the values of the independent segment. Japanese collectors have long been early adopters of European independents, and the country's own independent watchmaking tradition gives consumers there an unusually developed framework for evaluating and appreciating independent brands.
For international independents, Japan is both a market in its own right and a cultural bellwether for the broader Asia Pacific region. Brands that resonate in Japan tend to travel well across the rest of Asia Pacific.
Southeast Asia's Emerging Collector Class
Singapore, Hong Kong, and the major cities of Southeast Asia are developing watch collecting communities with remarkable speed. Rising affluence, strong connections to global media and culture, and a general enthusiasm for considered luxury consumption are creating conditions for independent watchmaking to thrive.
These markets are still in earlier stages of collector development than Australia or Japan, which means the educational component of brand building is more significant — but also that the brands that invest in building awareness now will have a significant advantage as the markets mature.
Navigating the Region
Asia Pacific is not a single market — it's a diverse collection of markets with different languages, commercial practices, regulatory environments, and consumer cultures. Navigating it effectively requires local expertise that most international independent brands simply don't have in-house.
This is where the right regional distribution partner becomes critical. A partner with genuine presence across Australia and Asia Pacific — with established retail relationships, media connections, and cultural understanding in each market — can compress the timeline of regional brand building considerably.
Certified Horology is based in Melbourne with a focus on Australia and the broader Asia Pacific region. We work with independent watch brands that are ready to build a serious presence in the region, providing the local expertise, retail relationships, and marketing infrastructure that regional growth requires. If Asia Pacific is on your radar, we'd welcome a conversation about what the opportunity looks like for your brand.