A New Era of Luxury

Grant Jupe and Anthony Raines are pioneering the watch retail industry in Newcastle with their new Honeysuckle boutique, Novo Swiss.

Opening in November 2024, the store has already gained national recognition, becoming one of the first non-capital city retailers dedicated to offering luxury Swiss brands.

The idea for the business was born just seven months prior to the doors opening, when Anthony looked down at his wrist and realised there was a gap in the local market for luxury watches.

That night, over a bottle of red wine, he pitched the concept to Grant, and Novo Swiss was set in motion.

What followed was months of persistence with numerous trips to Melbourne and Sydney meeting with brands to pitch their vision of Novo Swiss Newcastle, culminating in a bespoke fit out of their boutique in the Honeysuckle retail and hospitality precinct.

They now stock international names, including Oris, Mido, Bremont, Hamilton,

Alpina and Frederique Constant. As avid collectors themselves, Anthony and Grant wanted their store to be inclusive of all budgets, ranging times pieces from entry level Swiss field watches to highly exclusive limited editions.

“We never wanted people to feel excluded, but we still wanted to offer them access to luxury,” said Anthony.

“It doesn’t matter if someone comes through wearing a Seiko or a Blancpain, we get equally as excited.”