This August, Vacheron Constantin re-opened its flagship boutique in The Dubai Mall. The new flagship pays tribute to the Maison’s deep roots in the Middle East – which dates back to the very beginning of the 19th century. It was designed to offer an immersive, client-first service, including an in-house watchmaker, strap customization, interactive digital archives, exhibition space, and the first permanent Les Collectionneurs vintage offer in the Middle East.
Following the reopening ceremony, Louis Ferla, Vacheron Constantin’s CEO, said: “Vacheron Constantin and the Middle East have shared a love of fine watchmaking for over 200 years. A joint passion notably expressed in the 20th century through two exceptional watches gifted to Their Majesties Fouad I and Farouk of Egypt in 1929 and 1946 respectively. These were the most complicated watches of their age.
“Prince Farouk, who nurtured a passion for watch mechanisms that he enjoyed taking apart, visited our workshops in 1937 in the company of the Commercial Director at the time, Léon Constantin. Today, with the reopening of our Flagship in The Dubai Mall, our Maison is pursuing its age-old relationship with the Middle East region and its many devotees of Belle Haute Horlogerie.”
Located on the Ground Floor of The Dubai Mall, the boutique entrance is adorned with the Mashrabiya pattern – a local traditional architectural pattern, references to which continue inside the shop space. As a demonstration of the Maison’s commitment to client-centered services, the heart of the boutique opens to the watchmaking bench, intended to encourage interaction with an in-house master watchmaker.
There is a custom strap station presenting bespoke engraving and embossing options. The Métiers d’Art collection discovery table is placed below an imposing dome. A striking blue straw marquetery wall with Maltese cross motif creates a focal point. In addition, the shop has two private salons.
The Dubai Mall boutique also offers an interactive tour through the history of the Maison via its digital archives: the “Chronogram.” A large eye-catching screen developed in partnership with the Swiss Federal Institute of Technology in Lausanne, the Chronogram is an innovative tool that uses emerging technologies to digitalize Vacheron Constantin’s exceptional body of archives accumulated since 1755.
The new Flagship houses the complete Vacheron Constantin timepiece collections from simple to high complications, boutique exclusive models, and the first permanent Heritage exhibition. There will also be the periodic exclusive showcase of an Les Cabinotiers timepiece. Vacheron Constantin’s approach to single-piece editions, Les Cabinotiers showcases the Maison’s amazing wealth of creative and technical talent. This department hosts a group of master watchmaking professionals who create bespoke timepieces conceived by clients or the Maison.
In addition, the Dubai flagship will be one of the very few boutiques in the world to permanently showcase a selection of Les Collectionneurs vintage timepieces chosen by the Maison’s heritage specialists. This curated collection of vintage Vacheron Constantin watches from the 20th century have been restored and are offered with the same warranty given to contemporary collections.
Christophe Ramel, Vacheron Constantin’s Regional Brand Director, said following the reopening of the store: “We are delighted to welcome enthusiasts and connoisseurs to Vacheron Constantin’s world of Haute Horlogerie and tradition back to The Dubai Mall, after the run of our highly successful Suite 1755.
“This newly renovated flagship gives us a wonderful opportunity to further develop our enduring relationship with the Middle East clientele and allow them to discover the extent of our Manufacture’s archive and abilities. We hope that its prominent location and outstanding façade inspired by local elements, exemplifies the Maison’s dedication to the spirit of the region.”
