About Us

West End Collection (WEC) was founded in 2002 and quickly established a solid reputation as Australia’s leading watch and jewellery distributor; managing the distribution of high end international brands to a large network of leading retailers throughout our Territory. West End Collection’s geographic market coverage extends from Australia to New Zealand and the Pacific Islands.

John Rose, CEO and Founder of West End Collection, has an intimate knowledge of the Australasian market and their expectations. "Consumers seek out dynamic, innovative brands. They're looking for cutting edge watches that make a statement of individuality; not just a precise timepiece. We focus on transferring the essence of a brand to the consumer through strong marketing - media representation, in store branding and experience and service from well informed 'brand ambassador' staff - all followed up with efficient and easy after sales service. West End Collection services do not end at the 'sale'; we support retailers and their customers with warranty and servicing support on all brands that we sell."

For the retailer

Through our holistic management system we establish with retailers; we ensure return on investment for the stockist is maximised by promoting brands in the marketplace and in store to increase customer flow and sales.

West End Collection is constantly on the ground seeking out high end brands and products that cater to all tastes and budgets. By keeping up with global trends, we offer retailers the chance to stock the very latest brands and popular product lines. Our balanced portfolio of brands and product allows retailers to tailor their offering of watches and accessories to suit their local market; be that to boost sales from an existing customer mix or to attract new, desired target markets.

Head to Become a Stockist for a full outline of the stockist tools, resources and support enjoyed by retailers on board with West End Collection and our affiliated brands.

For the product manufacturer

West End Collection has a significant network of quality retailers throughout all Australia’s states and territories, as well as in NZ and the Pacific Islands, making international brands and products accessible to these consumer markets.

Strongly reputed for our role as a ‘Brand Ambassador’; West End Collection dedicates time and resources to strengthen the brand’s reputation in Australia and beyond, offering stockists a holistic management service to maximise customer flow and sales.

Within the secure retailer login area of the website, all brand logos and artwork, product images, press releases, product specification sheets and information is kept up to date by West End Collection and is available for download by stockists.

For brands that have not yet established an Australian presence online, West End Collection offers an award-winning website development and management service to product manufacturers. The websites created by West End Collection on behalf of international brands are optimised for Australian search engines and are achieving outstanding results:

Across Australia and New Zealand, West End Collection is a preferred supplier to all major jewellery groups, department stores and major fashion retail chains, establishing the company as a leading watch and jewellery distributor.

In addition to the distribution network of retailers; West End Collection also manages a concept store in Melbourne, with prospects of further expansion. A key advantage of the concept store, is it facilitates manufacturers to test the Australian market with new products and innovations, ahead of full product launches.

Contact West End Collection to see what we can do for your business.

Are you a retailer and want to become a stockist?

STORM Stockists' Store FrontWest End Collection offer many tools for their stockists including an online Warranty search and access to many brand related downloads. Find out more on becoming a Stockist.

Are you an existing stockist?

Need an account?  Register for an Account

For those already stockists, but don’t yet have login.