Franck Muller Boutique’s latest boutique in Singapore opened in the second quarter of 2016 and has a street-level frontage. It is located at 435 Orchard Road, #02-01 Isetan, Wisma Atria (Singapore 238877). Photo: © TANG Portfolio / TimeWerke. Elfa / Timmy. 2016.

It will definitely be easy for watch collectors and fans of Franck Muller to spot the brand’s latest boutique in Singapore.

Why? The answer is simple and that is because the new boutique, located at Isetan, Wisma Atria, has a frontage along Singapore’s main shopping belt along Orchard Road.

This is not a new shopping centre; rather the boutique is actually at the Wisma Atria shopping mall that many in Singapore will be familiar with. However, from what we understand, the building is owned by Malaysia’s YTL Group and Japan’s Isetan.

Isetan’s Singapore operations are managed under their Singapore entity, Isetan (Singapore), which is listed on the Singapore Exchange.

Part of the retail operations of Isetan (Singapore) were conducted at the Wisma Atria shopping mall on property it owned. However, the company decided to cease its operations there.

Having vacated its space, Isetan (Singapore) subsequently leased out its property and Franck Muller has since become one of its tenants. This explains why Franck Muller’s listed address is at #02-01 Isetan, Wisma Atria.

 

 

Just beside the Franck Muller boutique is jewellery brand boutique Pasquale Bruni.

The Franck Muller boutique features a home-styled design with the space carefully “divided” into areas like a “living room” , a “drawing room” (seen above), a “library” and even a “dining room”. Photo: © TANG Portfolio / TimeWerke. Elfa / Timmy. 2016.

The Wisma Atria shopping mall is already home to a few watch retailers and brands. Other stores offering timepieces there include brands like TAG Heuer, deLaCour and Raymond Weil, as well as watch retailers All Watches, Emperor Watch & Jewellery, TimeWise by Cortina Watch, Red Army Watches and World of Watches 2 (a relatively new kid on the block).

The Franck Muller boutique is styled like a “home”. Its “homely” theme includes areas designed to convey a sense of being in either a “living room”, a “drawing room”, a “library” and even a “dining room”.

This is the brick-and-mortar version of “home shopping” in today’s digital age.

Other related articles on www.timewerke.com that may be of interest:
i. Franck Muller Boutique: A second home?
ii. Franck Muller Gothique: Got it?
iii. Franck Muller: Psy keeping watch “Gangnam Style”
iv. Franck Muller: Shenyang Forum