On June 30th, 2010, Swiss luxury watch brand DeWitt celebrated in Beijing the opening of its first flagship store in the world in the impressive Legendale Hotel in presence of a large floor of VIP guests. The 190 square meter Boutique places the brand in one of the best and most strategic locations in the heart of the city. China being DeWitt’s number one key market, a corner in Dalian already opened in June and more boutiques are scheduled to rise shortly in Beijing and Shanghai to reinforce even more its positioning.
The impressive exterior design of The Legendale Hotel reminds of the 17th century architecture of Southern Europe. As for the interior of the new DeWitt flagship store, it was specially designed to create a unique, neo-classical and impressive “imperial atmosphere”, yet extremely peaceful and welcoming.
The brands universe is made of warm colors, which provides the perfect setting for a subtle mix between ancient historical watchmaking machines, Napoleon paintings and modern showcases with contemporary lighting. A fantastic contrast which creates the perfect ambiance to unveil the DeWitt masterpieces, different and exclusive.
The ceremony was followed by a cocktail with models performance and an original, living presentation of the four characters of DeWitt’s 2010 advertising campaign. Indeed, actors had been hired for that occasion, dressed in costumes and wearing accessories just like in the campaign. This first part was then followed by a classy dinner hosted by the well-know Chef Brian McKenna from the trendy restaurant “The ROOM”. Guests enjoyed an audacious fusion cuisine while listening to live jazz.
This boutique gives to the brand a extraordinary opportunity to be closer to its Chinese clientele. The priority is to listen to them, to understand their lifestyle and to decode their perception of luxury in order to better serve them. It is only with this very special and unique relationship that DeWitt can answer the demands of its clients. Beauty, technique, tradition and art are all essential ingredients in the creation of a DeWitt watch.
This project could not have been realised without the fantastic commitment and hard work of its partner and exclusive distributor in China, Sparkle Roll Group Limited.