Welcome back to an aBlogtoWatch original series, where we discuss important stores that sell watches all over the world. Each store we profile has an interesting story to tell about where they operate and who they sell to. Whether you buy watches from brick-and-mortar retailers or prefer to buy watches online, these are the stores that help shape our watch culture around the globe. There is a long list of stores to cover, but if there is a retail location in your favorite city that we simply can’t miss, let us know in the comments below.
Where to buy watches in Orlando, Florida?
If your idea of an ideal watch store is one that is owned and operated by a practicing watchmaker and one that carries interesting watch brands, then be sure to stop by Orlando Watch Co. in central Florida the next time vacation or business brings you to the land of Mickey Mouse and Harry Potter (although I don’t know that there is an iconic Harry Potter watch – yet).
Just outside Orlando itself, you will find Winter Park, which is home to the Orlando Watch Company. This family owned and operated business opened their doors in 1986. Scott Heisler (head watchmaker & store owner) started out as a bench watchmaker in 1981 in Albany, N.Y. He brought his family to Florida shortly after and became a Rolex-trained watchmaker for another jewelry store and did trade work for stores & collectors across the world. After a few years, he then started his own retail watch sales and service store in Orlando and later moved the shop to Winter Park.
Winter Park is a very unique city to Central Florida. It is an upscale shopping & dinning district with an old world charm. Park Avenue (where Orlando Watch Co is located) is filled with upscale unique retail stores as well as fine dining.
You have to love a place with its own “watch dog” (not “watchdog”). In this case, “Mason Dixon” whose mom is Carissa Dixon (Scott Heisler’s daughter). As Carissa’s husband is a watchmaker for Audemars Piguet it is no surprise that Mason Dixon favors AP on his wrist – make that his paw. In fact, his photo appeared on AP’s Facebook page a while back.
aBlogtoWatch: What types of watches are popular in your market? What makes Orlando a unique place to buy watches?
Orlando Watch Co: The local market has a passion for watches, and we’ve seen that mid-grade to super high-end are the most popular types of brands our customers are looking for. Our store is quite unique, as we carry independent unique brands and offer a large selection of high end pre-owned & vintage watches, like Audemars Piguet, Patek Philippe, Breguet, etc. Because we have the in-house capability to restore & service the majority of watch brands, we are able to carry such a large selection of pre-owned, vintage, & complicated timepieces.
Orlando is the number one tourist destination (we have quite a few theme parks and tourist destinations), so our customers come from all over the world. And because we are well known for the types of watches we carry and our in-house watch repair department, we keep a variety of brands on hand.
Owner Scott Heilser on the bench
ABTW: What would you tell watch lovers in other cities that watch lovers in Orlando like?
Orlando Watch Co: Our Orlando watch lovers love to collect & own a variety of unusual brands. They understand the watch world, like a good value, and respect brands that have history, collectability, and are well made.
Mason Dixon wearing Audemars Piguet (as seen on the AP Facebook page)
ABTW: Do you serve mostly locals or tourists, or is it a good mix? Also, what percentage of your customers would you call “knowledgeable watch collectors?”
Orlando Watch Co: We have a good mix of customers, maybe about 25% tourist, although we have seen an increase of tourist shopping on Park Avenue.
Since we have been around for so long and are really the only type of store that offers a really great selection of timepieces (plus full in-house watch repair), our customers have become knowledgeable collectors. When a customer comes in for a watch, we don’t just sell them a watch, we educate them on all aspects of the watch, from the winding, the materials, how it works, what is actually inside the case and about the company that makes the watch. Our staff is educated & passionate about watchmaking & timepieces (most, even, are watchmaking apprentices & technicians) so they are not just a sales person looking for a commission. They are looking to educate the customer on all aspects of a watch brand, from sales to service. So to speak, we’ve created watch monsters that really know a lot.
ABTW: What is Orlando best known for? What do visitors have to do, see, or eat while there?
Orlando Watch Co: Typically, most think of Orlando as having many theme parks (Disney & Universal, to name a couple). But Orlando really has become more than that. Not only can you go to the theme park area, but you expand out to explore other unique (and beautiful) areas that surround Orlando. Park Avenue in Winter Park has really become Orlando’s #1 luxury shopping & unique dining district. Plus, since Orlando is centrally located in the heart of Florida, you can easily make your way to Daytona Beach for the Daytona 500, or head west to the white sandy beaches of the Gulf coast. It’s all a short drive from Orlando.
Carissa Dixon and her dad Scott Heisler (owner)
ABTW: As a business, do you sponsor or participate in any local events, watch-related or otherwise?
Orlando Watch Co: Yes, our largest local event we sponsor is the Winter Park Concours d’Elegance. We have sponsored this exquisite luxury car show for the last 14 years, so locals and out-of-towners come to expect us at the show every year. We also host in-store watch events throughout the year.
Pocket Watch Wall
ABTW: What are some of the watch brands you are known for carrying? If you could pick a watch brand or model that epitomizes the culture or style of Orlando, what would it be?
Orlando Watch Co: We are known for carrying not so main-stream brands like Ball, Bremont, Oris, MeisterSinger, & Zannetti (just to name a few), but we are also known for carrying high-end pre-owned brands like Patek Philippe, Audemars Piguet, Vacheron Constantin, Breguet, IWC, Panerai, & Rolex.
We think Orlando likes a good mix of brands from great valued brands (that you won’t see on every person’s wrist) to super high-end, well-respected brands. There has even been a surge in customers looking to buy & collect pocket watches.
