Marking a significant milestone, Longines has opened its newest boutique at The Exchange TRX Mall, which is now the Swiss watch brand’s largest in Malaysia. With a floor space of 1,077 square feet, the new boutique’s interiors have been designed to embody every aspect of the brand’s identity and its rich heritage.
Highlighting its latest concept, designed to be a tailor-made setting for the company’s creations and its history, the new boutique is an intimate invitation to be immersed in the world of Longines and to discover its many facets.
Featuring an inviting and eye-catching full-glass transparent entrance, with a focus on a fine selection of timepieces placed in front of a refined outline illustration, the boutique offers a welcoming ambiance. An isolated floating front-lit Longines logo as well as a new iconic blue arch invite customers to enter the boutique.
Inside, iconic elements with a skilful composition of different materials and colours recall Longines’ rich heritage. The signature wall facing the entrance is a clear homage to Longines’ strong and enduring commitment to equestrian sports. From coats to saddle pads, the quilted diamond pattern brings elegance to the concept and the textile reflects Longines’ identity, navy blue with shades of silver. The double-height celling with special customised lighting conveys an elegant and luxurious feel.
The boutique also features a concierge bar, inspired by aviation design. A subtle curved edge recalls the shape of a wing and the illusion of striped brushed metal represents a modernized interpretation of the planes used by pioneers of the sky.
An exclusive lounge area and watchmaker station offer a private preview of new collections, which allows customers to shop in comfort and privacy. The new boutique’s impressive range of Longines collections – including the Longines DolceVita, Conquest, Longines Spirit, The Longines Master Collection, and HydroConquest as well as Heritage models – serves as a destination for watch enthusiasts and visitors alike.
With this opening, Longines shows its commitment to continued growth in Malaysia.
