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Goldtime opened Estonia’s largest luxury store in Viru Keskus


On November 15, Goldtime, the largest chain of jewelry and watch stores in Estonia, the country’s largest luxury store in Viru Keskus. In addition to a first-class interior and a high-quality product selection, the renovated store offers the best customer experience in Estonia and a unique 360-degree private jewelry consultation service.

Celebrating its 25th year of operation in 2024, Goldtime has already started its anniversary celebrations by renovating and expanding its flagship store in Viru Keskus to 180 square meters. The result is Estonia’s largest luxury store for jewelry and watches, divided into two areas: an open sales area where personalized consultation is available, and a separate private space where customers can enjoy uninterrupted jewelry consultations with an industry expert without leaving their seat.

Goldtime, recognized as Viru Keskus’ best service venue over the years, is the most shining addition along other updates to the center. Goldtime now offers an enhanced customer experience, providing even more personalized consultation and introducing a unique 360-degree private jewelry consultation service in Estonia. During the consultation, the jewelry expert dedicates uninterrupted attention to the customer, creating a comprehensive experience that engages all five senses – sight, touch, hearing, and smell. Drinks and truffles stimulate the sense of taste. For more information about the new service, visit the Goldtime store in Viru Keskus or email

The revamped store was created in collaboration with top professionals in the field. The award-winning architectural firm UDDU, led by interior architect Mari Koger Ots, took care of the interior design, and custom-made furniture was crafted by artisans from Saaremaa at Kalla Mööbel. Two grandiose chandeliers from the Italian company Masiero, covered in genuine gold leaves, adorn the store as crown jewels. High-quality materials include special precious wood veneer, also used in the making of guitars and other musical instruments. The floor is covered in velvety carpeting and marble. The store’s interior design combines royal tones such as gold, deep blue, and dark brown, creating an elegant and eye-catching atmosphere.

“It all starts with a desire to offer the best to our customers and listen to their feedback. In addition to the goal of creating an exceptional store with an extraordinary customer experience, we aimed to bring the highest quality jewelry selection to our homeland. It is a great joy to acknowledge that this goal has been achieved: Viru Keskus now hosts the largest selection of diamond jewelry and Swiss watches in Estonia. Moreover, all brands have been personally chosen and approved by our watch and jewelry experts, driven by inspiration from our customers’ feedback,” explains Indrek Peterson, the founder of Goldtime, noting that the Estonian market has long awaited such luxury stores and brands.

Among Goldtime’s new brands, you’ll find premium labels such as the fashion enthusiast’s favorite, GUCCI, and the prestigious Yoko London with a rich history. The goodness of Antwerp diamonds arrives in Estonia for the first time through Antonellis and the unique designs of One More. A touch of Dutch luxury is brought to customers by the Tirisi brand, where elegant design forms meet luxurious lines of precious stones. Goldtime also introduces two in-house brands: Side by Side diamond jewelry, symbolizing walking side by side on a common journey, and the renewed collection of The One diamond jewelry, created for that one and only in your life.

Watch enthusiasts are welcomed by the largest and updated selection of Swiss watches in Estonia, along with an expanded watch area. For the first time in Estonia, the brand Bell & Rossi is introduced, combining the Swiss tradition of watchmaking quality with high-tech functionalities. In addition, the TAG Heuer family expands with the introduction of Connected smartwatches. High-quality brands like Breitling, Montblanc, Longines, Rado, Frederique Constant, Raymond Weil, Baume & Mercier, Gucci, Tissot, and Certina continue to be represented. Japanese watch enthusiasts will also be pleased with the presence of SEIKO, Japan’s most renowned watch brand.

Beloved fashion jewelry brands such as Fossil, Michael Kors, Marmara Sterling, Nomination Italy, Sif Jakobs Jewellery, and Ti Sento Milano are still represented. The brand The Man, created by Goldtime, showcases a wide selection of men’s jewelry. A nod to Estonian design includes the latest collections from beloved designers like Anneli Tammik, Lisa Kroeber, Sigrid Kuus, SOMA, and Tanel Veenre Jewellery. The selection of local design also welcomes newcomers like NRTN Jewellery, created in Estonia, and the collection “Mustvalges” (Black and White), a collaboration between Goldtime and Tiina Talumehe studio, celebrating the 25th anniversary of the designer’s eponymous studio.

The store is delighted to welcome customers from Monday to Thursday with the expertise of the goldsmith Artur Rusin, who has over 30 years of experience. Under his reliable guidance, customers can repair, renovate, clean, and rhodium-plate their jewelry. Goldtime’s jewelry store now also offers engraving services.

Estonia’s largest luxury store, Goldtime, is located on the 1st floor of Viru Keskus.

Photos by Tõnu Tunnel

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