Sydney’s burgeoning luxury scene has received another boost, with seminal Swiss watchmaker Longines officially opening the doors to its stunning new flagship boutique. Located within Westfield Sydney, under the watchful gaze of the Sydney Tower Eye, the new Longines boutique ushers in a new in-person experience for the watchmaker. Sydney-siders can now get up close and personal with the brand’s best-loved pieces, from the latest Pilot Majetek collection to the infinitely versatile Legend Diver range.
Right from the outset, the new boutique, Longines’ fifth in Australia, embodies everything we’ve come to know and love about the brand over the past 192 years. The 138-square-metre flagship is elegant without opulence, taking inspiration from the maison’s stellar collection of multi-use timepieces. The exterior is highlighted by a sleek, bespoke multi-dimensional metal façade, a design that is entirely unique to Sydney and features dual entrances through both Market Street and within Westfield. Inside, however, is where the real magic happens.
The interior of the new concept store, which the brand describes as ‘refined yet welcoming’, takes guests on an intimate journey into the world of Longines. The moment you step inside, you catch a glimpse of the blue point glass tower, a world first for the brand, which is displayed beneath a unique chandelier of arena lights. A wide range of iconic references are also displayed in full view, helping to tell the brand’s storied legacies in both aviation and equestrian sports. Naturally, there is also a healthy dose of new novelties on hand.
In recent times, we’ve seen Longines dip into the archives books to resurrect some of its most incredible pieces. Models such as the Conquest Heritage Central Power Reserve speak to the brand’s unique ability to drive innovation through heritage, while the latest Conquest was arguably our favourite release of the past few months. With the new flagship boutique, the brand finally has a setting that is worthy of displaying both in perfect harmony.
Longines has even equipped the new space with a concierge bar that is inspired by aviation design. From the subtle curved edge that references a plane wing to the striped brushed metal finish, a modern interpretation of the planes used by the ‘pioneers of the sky’, Longines made sure every element oozes with prestige and pedigree. According to CEO Matthias Breschan, the new Longines Sydney boutique captures the very essence of the Saint-Imier brand’s key values.
“It is with great excitement that we continue to develop our retail presence in Australia. Our new Sydney flagship boutique illustrates our pursuit of progressiveness and transformation, all the while retaining an enduringly elegant and timeless essence,” Breschan said in a statement.
“We are proud to offer our Australian customers, as well as our international customers passing through Sydney, the opportunity to discover the unique world of Longines, the brand’s rich heritage and its vast range of timepieces in a tailor-made space staffed by qualified advisers. We place great importance on creating a unique environment to ensure that each visit is a special and unforgettable experience.”
The new Longines Sydney boutique is located at Westfield Sydney under the Sydney Tower Eye on Market Street. It officially opened to the public in early July, with fans welcome to head in and check out the brand’s latest novelties.
