Longines has launched its first boutique in Thailand, nestled in the heart of Chiang Mai, the vibrant and charming hub of Northern Thailand. The grand opening featured notable figures, including Pornthep Attakijpaisarn, General Manager of Central Chiang Mai; Weerachote Thirawayamakul, Head of Regional Marketing at Central Pattana Public Company Limited; Mathurot Suthanyarak, Marketing Manager at Central Chiang Mai; Thaphat Kulsirinun, Longines Brand Manager; and Kris Bhimayothin, Swatch Group Thailand Country Manager. The boutique is strategically located on the first floor of Central Chiang Mai, a prominent shopping centre in the region.
The official launch on 26 August 2024 brought together watch enthusiasts, collectors, and key personalities from Northern Thailand. Inspired by aircraft runways, the event celebrated Longines' rich history, inviting guests to explore the brand's world of horological expertise, including pioneering innovations like the first flyback and GMT watches. Spanning 142 square metres, the boutique is meticulously designed to showcase the brand's creations and long-standing heritage.
The core values of Longines are reflected in a sleek, elegant, yet welcoming environment that proudly displays a selection of finely curated timepieces. The interior blends contemporary materials like steel and glass with the warmth of dark wood and the iconic navy-blue palette, echoing the brand's universe. The boutique’s luxurious interior pays homage to Longines' 192.