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-year heritage, with a bold navy-blue quilted wall featuring the emblematic winged hourglass.
The Watch Maker Bar, inspired by aviation design, includes a subtle curved edge reminiscent of a plane wing. To mark the inauguration, the boutique showcases a selection of Longines’ timepieces, with a particular focus on its historic ties to aviation. Highlighted collections include the Longines Spirit Flyback, which features an innovative flyback function that allows chronographs to measure consecutive intervals with a single push.
This function, resistant to magnetic fields and certified by COSC, underscores Longines' precision and expertise. The Longines Spirit Zulu Time, another standout, embodies the brand's expertise in multi-time zone watches. It draws on the legacy of the first Longines dual time-zone wristwatch from 1925, marked by the Zulu flag—a symbol of universal time.
Also featured is the Longines Conquest collection, blending sporty elegance with everyday robustness. The Conquest line was the first Longines collection to be name-protected by the Swiss Federal Institute of Intellectual Property in 1954. The new Longines boutique in Chiang Mai stands as a destination where history, innovation, and luxury come together, offering a comprehensive range of Longines’ latest collections.
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