There’s a new addition to The Exchange TRX’s watch gallery. Swiss watchmaker Longines has opened its largest boutique in Malaysia and it has been a long time coming for fans of the timepiece brand. The new boutique, located on the ground floor of The Exchange TRX mall, marks a significant milestone for Longines in this part of the globe. 

With 1,077 square metres of space designed to embody every aspect of the brand’s identity and heritage, guests can now immerse themselves in the world of Longines more intimately. An isolated floating front-lit Longines logo as well as a new iconic blue arch offer a welcoming ambiance, inviting guests to enter the boutique. 

Inside, there’s a signature wall facing the entrance that pays homage to the brand’s strong and enduring commitment to equestrian sports. From coats to saddle pads, the quilted diamond pattern brings elegance to the concept and the textile reflects Longines’ identity – navy blue with shades of silver. Meanwhile, the double-height ceiling with special customised lighting conveys a luxurious ambiance. 

The boutique also features a concierge bar that’s inspired by aviation design. A subtle curved edge recalls the shape of a wing and the illusion of striped brushed metal represents a modernised interpretation of planes used by pioneers of the sky.

Customers that would like to shop in comfort can head to the exclusive lounge area and watchmaker station as they offer a private preview of Longines’ latest timepieces. There’s also an impressive range of the brand’s collections in the new boutique including the Longines DolceVita, Conquest, Longines Spirit, The Longines Master Collection and HydroConquest as well as Heritage models.

Longines, G.75.0 & G.76.0 , Level Ground, Persiaran TRX, Tun Razak Exchange, 55188 Kuala Lumpur.