Burdeen’s on the look out for additional brands following triple boutique opening


Matt Burdeen, owner of Burdeen’s Jewelers in Chicago, believes that the Windy City is ripe for a renaissance in fine watch retailing and wants to bring top end brands to the market.

Speaking to WatchPro in a Big Interview to be published in December, he says that Chicago has had its troubles in the past with major brands and retailers coming and going, but sustained investment will overcome the headwinds.

“I think there is a huge amount of potential in Chicago, and I would love to partner with other brands or even other retailers to exploit that opportunity,” Mr Burdeen says.

We have a unique understanding of the market that is going to allow us to expand and be successful. I do not think we would be such a success if we did not have that grass roots understanding of the market. Richemont understood that, otherwise they would have opened their own boutiques. I think Razny understands that, and has done a great job with the Rolex and Patek Philippe; probably better than Tourneau does with Rolex on Michigan Avenue because they are part of the community. Chicago appreciates that,” he adds.

Burdeen’s opened three boutiques for A. Lange & Sohne, Panerai and IWC within the Waldorf Astoria hotel property in downtown Chicago earlier this year and believes that customers will be attracted to the new level of presentation.

“We are doing so well because we put our heart and soul behind these big, beautiful international luxury brands. The Midwest people need to see and feel that,” Mr Burdeen insists.



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