As part of Franck Muller's rebranding, a new store concept aims to provide a refreshing retail experience.
The implementation has come to Bangkok at Siam Paragon's M floor, where the new Franck Muller store officially opened its doors on Tuesday evening.
CEO Nicholas Rudaz presided over the ribbon-cutting ceremony. He was joined by Sharon Lim, Chadatip Chutrakul and Ong Ban, respectively the CEOs of Franck Muller Southeast Asia and Australia, Siam Piwat Group and Sincere Watch, as well as special guest Jeff Satur.
The multi-talented singer and actor wore the futuristic Grand Central Tourbillon Flash CX 36 in neon green, which not only completed his stylish look but gave him an energising vibe.
The blazing orange version of the new model flashed in the holographic showcase that flanked the store entrance while two full-length displays occupy the other side.
Franck Muller's signatures are incorporated into the design of the store. For instance, the tonneau shape is imprinted on the glass door with the logo functioning as a door handle.
From left, Sharon Lim, Chadatip Chutrakul, Jeff Satur, Nicholas Rudaz and Ong Ban.
Stepping inside, the museum concept invites visitors to explore the maison's disruptive haute horlogerie.
The founding year 1992 saw the launch of the Cintrée Curvex, whose three-dimensional tonneau-curved body became the brand's unmistakeable silhouette amid the round watches at that time.
Over three decades, the collections have expanded to include Long Island, Master Square, Skafander and Vanguard to name a few. Numerals are messed up on the dial of the emblematic Crazy Hours. However, an ingenious mechanical movement makes the hour hand jump from one hour to the next in the correct order.
Based in Watchland located in the village of Genthod, the Master of Complications also elevated the regulator with the fastest, biggest and tri-axial tourbillons spinning in its avant-garde timepieces.
The Grand Central Tourbillon inspires the shape of a golden steel pendant light extruding from the ceiling of the store. At the back, a matte steel-clad sliding door conceals the VIP area for discovering the intriguing watches in details in a cosy ambiance.
After Thailand, the Swiss watchmaker will roll out the new retail concept in other countries in the Southeast Asia region as well as Australia and South Korea.
