New partnership with the Singapore Turf ClubLongines opens its 3rd Flagship Boutique
The famous Swiss watchmaker Longines, with more than 178 years of non-stop craftsmanship, officially opens its third flagship store at The Shoppes at Marina Bay Sands (MBS), Singapore, today. The new boutique finds its rightful place inside what is dubbed as Asia’s premium shopping destination. Longines President, Mr Walter von Känel, and Longines Ambassadress of Elegance, Ms Chi Ling Lin, flew in specially to grace the ribbon cutting. Invited guests included representatives from Longines’ new partners in Singapore, the Singapore Turf Club and Community Chest of Singapore as well as the media attending this momentous occasion.
Aesthetic purity
The boutique showcases Longines’ innate ability to use the aesthetic purity of a design to bring forth an inviting ambience. Be captivated by the soaring crystal-clear façade bearing the dignified Longines winged hourglass logo that provides an unobstructed view into the boutique. A hexagonal centrepiece in the boutique, formed by six watch towers, highlights Longines’ collections whilst the play of light shot from the floor reflected by the ceiling mirror illuminates the core pieces in the showcases. The clean and luminescent white walls create instant freshness, while the curved wall projects seamless integration that is both elegant and charming.
It was a day of double celebration as Longines also announced its landmark collaboration as the Official Partner and Timekeeper of the Singapore Turf Club and the running of the Longines Singapore Gold Cup. To be held on Sunday, 14 November 2010, the S$1.35 million Longines Singapore Gold Cup is undoubtedly one of the richest and most prestigious races in the region. A Longines Admiral Chronograph will also be awarded to the winning owner, trainer and jockey to recognize their triumph.
A charity luncheon to raise funds in support of APSN Chao Yang School, one of the social service programmes supported by Community Chest, will also take place through a private auction on Sunday. Auction items include a Longines PrimaLuna Thousand and One Nights timepiece and six rocking horses embellished with art created by the students of the school and Longines Ambassadors of Elegance, Ms. Chi Ling Lin and Ms. Denise Keller.
For over 178 years, Longines has long established its brand image which equates to elegance, and also firmly focused the brand’s core objective on raising global awareness and charity involvements.