By Sandiswa Naki
World-renowned luxury jewellers, Shemer’s new flagship store that opened in high society Sandton, proves that when it comes to luxury, a timepiece truly is the ultimate investment.
Luxury That Tells Time and a Story
Luxury watches aren’t just statement pieces anymore; they’re becoming serious investment assets. A recent Swiss study even revealed that top-tier timepieces are outperforming traditional investments, including property in South Africa.
That’s exactly what Shemer, one of South Africa’s most established jewellers, celebrated with the opening of its brand-new flagship store at Nelson Mandela Square. The event theme “Moët, Macarons & Masterpieces” set the tone for an evening that was equal parts sophistication and celebration.
Fashionably Late, But Right on Time
I’ll admit, I arrived a little late (Sandton traffic never disappoints), so I missed the start of the formalities. But stepping into the venue, I instantly felt the energy, that unmistakable luxury-in-the-air feeling.
It was elegant, not loud. Guests looked polished, poised, and perfectly understated. There were no influencers making noise or turning the spotlight on themselves; instead, the crowd was effortlessly refined, focusing on the dazzling timepieces and jewellery displays that sparkled under warm lighting.
Champagne, Macarons & Magic Moments
Servers moved gracefully through the crowd, offering glasses of chilled Moët champagne and delicate macarons in soft pastel shades. It was indulgent without being over the top, the kind of hospitality that makes everyone feel both comfortable and spoiled.
Even though I didn’t catch every speech, I didn’t need to. The event itself told its story, one of heritage, craftsmanship, and timeless elegance. From what I witnessed on that evening, Shemer isn’t just selling luxury; they’re living it.
Beyond Ownership — It’s a Lifestyle
Alan Carrington, Shemer’s Managing Director and owner, shared a perspective that summed it up beautifully: “Luxury isn’t just about owning something, it’s about ‘connection and experience’”.
He believes watch collecting has evolved into both a lifestyle and an investment. That sentiment was echoed by Simon Bodle, Head of Luxury Division at Seiko UK, who praised Shemer’s deep understanding of the emotional bond people form with their watches. Bodle demonstrated his deep knowledge of the inside and outside of the luxury watches. What comes from a veteran who has seen it all and done it all in the luxury watch industry?
A Legacy That Lasts.
Founded in 1966 by Derrick Carrington, Shemer has been a trusted name in fine jewellery and has proudly held official Rolex retailer status since 1991. Under Alan Carrington’s leadership, the brand continues to shape the luxury scene in South Africa. And there’s more to come, Carrington announced plans to open South Africa’s first standalone Rolex mono-brand boutique later this year in Sandton’s Diamond Walk. — @NewsSA_Online
Find our Lifestyle Correspondent: Sandiswa Naki @
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