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Burdeen’s Jewelry opens Panerai, IWC and A. Lange & Söhne parade of boutiques in Chicago


Chicago-based Burdeen’s Jewelry has opened a millionaire’s row of three boutiques in partnership with Richemont brands IWC, Panerai and A. Lange & Söhne in the Windy City.

Burdeen’s Jewelry, co-founded by Dennis and Sandy Burdeen in 1980 and now run by their son Matt and his wife Rada, is an authorized dealer for Chopard, Ulysse Nardin, IWC, Omega, Jaeger-LeCoultre, Breitling and Panerai.

The three branded boutiques open onto East Walton Street on the ground floor of the Waldorf Astoria Hotel located within the Gold Coast Historic District of Chicago, a city block from Oak Street Beach on Lake Michigan.


They are the first boutiques for any of the watchmakers in Chicago despite the city being home to 10 million inhabitants and a magnet to 35 million visitors per year.

Each boutique aims to immerse customers in an environment that epitomizes the brands.

For IWC, Burdeen and the brand’s team have chosen soft beige tones and dark wood accents to create a masculine and welcoming atmosphere to showcase IWC’s six watch families.

A little-known fact is that IWC is the only major Swiss watchmaker founded by an American. Ariosto Jones originated in Boston and moved to Switzerland in 1868 with a view to introducing the industrialized American system of watchmaking to the Swiss.

Panerai’s 55 square meter (592 square feet) store — the 15th in the United States — aims to tell the story of the brand’s history and DNA as a luxury Italian sports watch that retains its Florentine connections despite now being based in Switzerland.

Panerai’s new creative director, Alvaro Magini, oversaw the design, which uses polished Calacatta marble from Tuscany, alongside brass, bronze, oak and undulating glass made to conjure images of the sea and Panerai’s links to the Italian Navy.

A. Lange & Söhne’s first boutique in Chicago is the fifth in the United States and guides customers through areas of watch displays into intimate spaces for meetings.

The store’s use of natural stone is a nod to the home of the watchmaker in the Ore Mountain regions of Germany.

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