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Tower Optical · Born in 1956
Our Journey
A Milwaukee optical house hand-selecting the world's finest frames since 1956.
Where It Began
Nicholas Paunovich, our father and grandfather, purchased Tower Jewelers, a jewelry store, in September of 1956. He was working in the optical industry at the time, with prior training in watches and precious stones, so he sold watches, jewelry, and glasses. Thus the name Tower Jewelers and Opticians.
The business opened on 27th and Wells, a block from the former Tower Movie Theatre. Back then this was a popular local destination at the edge of downtown, with a record store, a shoe repair shop, a bowling alley, a Ben Franklin dime store, an upscale men's clothing boutique, a drug store with a lunch counter and soda fountain, cafes, and two other jewelry stores, many of them carrying the “Tower” name.
By 1960, Nick decided to stop selling jewelry and watches and followed his primary interest, optical. He hired an optometrist and set Tower Optical on the path it still walks today.
A timeline of trust
Seven decades in the making
1956
The doors open
Tower Jewelers & Opticians opens for business on 27th & Wells, selling watches, jewelry and glasses.
1960
Optical takes the lead
Nick stops selling jewelry and watches, hires an optometrist, and follows his primary interest, optical.
1979
The Original Diamond Cut Lenses™
Nick creates The Original Diamond Cut Lenses™.
1983
The second generation
Nick passes away; his children Jay and Brit take over the business with the help and blessings of their mother, Martha.
1992
A second address
A second location opens on 101st & Capitol Drive, featuring higher-end fashion eyewear.
1998
Coming together in Wauwatosa
Both the Capitol Drive and 27th Street shops close, and Tower consolidates at 6012 W. North Avenue in Wauwatosa.
2000
The third generation
Erik and Justin show an interest in optical and gradually become an integral part of the business.
2009
Room to grow
The business moves to 2130 N. Mayfair Road, larger and more convenient with easy freeway access, only one block from Mayfair Mall.
2019
Our home today
Tower settles into its current home at 2751 N Mayfair Road, Suite B, Wauwatosa, WI 53222.
Tower Optical Mission Statement
“Our mission is to curate the finest designer and luxury eyewear in the country while delivering an unparalleled customer experience that keeps generations of clients coming back.”
Why Tower
What makes us the best
Tower may be old, but you won't find a more fashionable eyewear and sunwear store anywhere in the country. Here's why we've stood the test of time.
1
Passion & expertise
We have an excitement and passion for what we do, so you will feel comfortable and confident knowing our staff is knowledgeable in all phases of your purchase. You will never leave disappointed with your Tower Optical experience.
2
Loyal customers first
Our loyal customers are the foundation of who we are. Listening, constantly improving our service, and bringing you the cutting-edge product you want and deserve is extremely important to us. We would not still be here without all of you!
3
Every frame, hand-chosen
Every frame in our gallery is individually chosen by style, color, and size. Yes, every frame! We track fashion trends not only in eyewear but also in clothing and accessories across the U.S. and abroad.
4
Always evolving
Reinventing and adjusting to industry and economic change is a challenge we have always embraced. Our opticians continually learn about new frame trends and the latest lens technologies.
5
Dignity & respect for all
Everyone who enters our doors is treated with dignity and respect. All receive a one-on-one consultation and expert advice from experienced opticians and stylists who help create your own signature look. While our specialty is designer and luxury eyewear, we carry product to fit every budget.
★★★★★
“Tower Optical will treat you like a valued customer, not like a number. I will never go anywhere else to have lenses installed.”
Dan R
Google Review