Longines has opened a new 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 fac;:ade 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.

On the inside, iconic elements recall Longines' rich heritage. The signature wall is an homage to the long-lasting and strong commitment of Longines to equestrian sports. From coats to saddle pads, the quilted diamond pattern brings elegance to the concept and the new obscuro textile reflects the brand's identity of navy blue with shades of silver.

The concierge bar, on the other hand is inspired by aviation. A subtle curved edge reminds one of an aircraft wing and the illusion of striped brushed metal represents a modernised interpretation of the planes used by pioneers of the sky. Finally, the reference to the Cote de Geneve finishing links watchmaking to aviation.

On 22 November, Longines Chief Executive Officer 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.