Kiwi watch label Beaufort has opened its first brick-and-mortar showroom in Auckland, as part of its plans to expand the brand’s presence in its home country.

Having established a stronghold in the US and Europe, as well as a growing audience in Asia and Australia, the brand now seeks to strengthen its roots in New Zealand.

The store, located on Jervois Road, offers distinctive timepieces and also serves as an educational hub to promote the artistry and precision of high-quality mechanical watches, the company said.

Beaufort was founded in 2018 by Robert Kwok, who had spent six months in Hong Kong to navigate the intricacies of watchmaking, met with manufacturers, and refined his designs.

The brand is known for its unique timepieces, including a dress watch, dive watches and an upcoming chronograph model. The name Beaufort pays homage to the Bristol Beaufort bomber from the Royal New Zealand Air Force during World War II.

“My mission is to nurture watchmaking in New Zealand, showcasing the expertise of local watchmakers, which is world-class,” said Kwok.

Looking ahead, Kwok plans to expand the brand’s reach to young professionals and grow the demand for contemporary mechanical watches, making Beaufort a “household name nationwide”.