Longines rolls out new boutique concept at Bugis Junction store

Swiss watchmaker Longines has raised the shutters to its boutique at Bugis Junction. Located in the heart of Singapore's Civic and Cultural District, the latest addition is the first point-of sales in the country to boast the new boutique concept. Measuring 43 sq m, the franchise boutique in partnership with homegrown timepiece retailer stalwart All Watches will carry a wide range of timepieces from the brand.

From the outside, the core values of the winged hourglass company are highlighted by an eye-catching, transparent design, which also acts as the first point of con­tact on a customer’s horological journey. The inviting façade design draws customers into the boutique, which then gives pride of place to a selection of carefully curated timepieces. An isolated floating front-lit Longines logo as well as a new iconic blue arch invite customers to enter, while the full-glass storefront portrays a transparent and welcoming ambience.

This new boutique concept offers a unique and exclusive environment to discover and experience Longines’ universe. Sleek, contemporary and sophisticated, it also perfectly summarises the watchmaker’s philosophy of “Elegance is an attitude”.

On 22 November, Longines CEO Matthias Breschan attended the official opening ceremony of the new boutique at Bugis Junction. Joining him was Mediacorp artiste and Friend of the Brand Rebecca Lim as well as Managing Director of All Watches Mr Sunny Ng.

He is delighted with the opening of this new boutique and the important partnership Longines has with All Watches. He said: “This boutique marks a key new chapter in the brand’s development and I’m happy we are bringing this new concept to Singapore, which is an important market for the brand. With this strategic partnership with All Watches, we are happy to give our Singapore customers as well as international tourists an opportunity to discover the world of Longines and its universe of timepieces – there will definitely be a suitable watch for everyone. In this tailor-made space staffed by experienced and passionate advisors, we will make every effort to ensure that each visit is a memorable experience for every customer.”