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As the countdown to the International Jewellery Fair slowly winds down, one exhibitor is expecting big things from a prominent brand after a series of new releases. | Source: West End Collection

Sydney Fair: Changing with the times, staying true to heritage

Posted August 14, 2025 | By Samuel Ord

As the countdown to the International Jewellery Fair slowly winds down, one exhibitor is expecting big things from a prominent brand after a series of new releases.

West End Collection is the distributor of Vivienne Westwood in Australia and New Zealand. The brand’s latest collection is headlined by The Belvoir – a striking timepiece available in black and gold or pink and gold.

Many of these new releases have a fascinating concept behind their design – the idea of watches as jewellery, as aesthetic adorments, rather than functional tools used to merely tell the time.

It’s a philosophical debate that has entertained the jewellery industry for many years. In a contemporary setting, are watches still functional devices used for a specific purpose, or have they evolved into jewellery – symbols of status and style?

In an era dominated by smartphones and wearable technology, such as the Apple Watch, watches have shifted towards aesthetics over function, where design and heritage are valued over utility. West End Collection CEO John Rose said that with Vivienne Westwood, it has been pleasing to see a brand with a rich history prove that it can remain flexible.

“I think over the past few years, Vivienne Westwood has started to lean into the philosophy of watches as jewellery and based on the reception we’ve had to these new releases, I can see that continuing in the future,” Rose tells Jeweller.

“The response to these products has been phenomenal; this collection has certainly generated more attention and interest than some of the previous collections, and it’s a brand that is really building momentum.

"Vivienne Westwood products have always had a distinct style, and the way the brand has managed to introduce that punk aesthetic to watches has been exciting to witness."

John Rose, West End Collection

“Once upon a time, particularly around fashion products, the $300 price point would’ve been considered something of a sweet spot. That has changed in recent years, mainly due to the rise of products like the Apple Watch.

“Consumers are willing to pay more for watches that showcase style and identity, and with Swiss movements, these are products that justify their value.”

Vivienne Westwood was founded in 1971 in London. The brand was a critical figure in the popularity of the rebellious aesthetic of the 1970s punk movement as it transitioned into fashion, in large part due to the founder’s association with the Sex Pistols.

Vivienne Westwood passed away in December 2023 at the age of 81; however, the brand continues under Andreas Kronthaler, her husband and creative partner, maintaining its punk-rooted aesthetic.

In recent years, the brand has had to navigate a challenge that many face – staying true to the style and design philosophy that made Vivienne Westwood popular while also embracing changes in consumer preferences, such as the evolution of watches into jewellery.

“Vivienne Westwood products have always had a distinct style, and the way the brand has managed to introduce that punk aesthetic to watches has been exciting to witness,” Rose explained.

“For example, the way the safety clip was incorporated into the pendant watch band is a very original and unique design – it’s a way of maintaining the brand’s origins while also meeting the evolving demands of modern consumers.”

Later this year, the National Gallery of Victoria will host an exhibition of Westwood’s artwork. It has been more than 20 years since Westwood’s work was exhibited extensively in Australia, and the NGV show will be the first since the designer’s passing.

More than 140 works will be on display at Westwood | Kawakubo, which will open in Melbourne on 7 December and is a double feature of two avant-garde fashion designers, with the other being Rei Kawakubo.

Before then, however, the International Jewellery Fair will take place at Sydney’s International Convention and Exhibition Centre in Darling Harbour, beginning on 23 August.