The ancient Greek word ‘apothḗkē’ meaning warehouse was transformed into the Latin ‘apothēca’ meaning storage, And through the old Provençal ‘botica’ it settled into the French ‘boutique’. In the 13th century, It referred to a craftsman’s specialty shop under the guild system. Over time, The meaning of boutique gradually narrowed to refer to a high-end specialty shop, And by the 2000s, It even carried the nuance of a social gathering place.

The Uniqueness of Department Stores

© Shinsegae

Department stores are located in prime areas of major cities including Seoul. As a result, During major sales events, The surrounding traffic often becomes congested due to the large crowds. Department stores literally handle a hundred kinds of goods. By today’s standards, This means they deal in all kinds of products. Among the main items that drive department store sales, Watches are indispensable. Department stores are evolving from places where you simply purchase goods to spaces where you can enjoy cultural experiences, Which naturally attracts people. Membership benefits offered by department stores and the relatively easy parking in busy city centers further encourage people to visit. This is why department stores are the first places that come to mind when thinking of buying a watch.

Luxury Brands’ Standalone Boutiques (Flagship Stores)

On the so-called Cheongdam-dong luxury street, Where fashion brands like Chanel, Louis Vuitton, Dior, Gucci, Burberry and watch and jewelry brands such as Cartier and Van Cleef & Arpels are concentrated, Standalone watch boutiques have recently been opening one after another. Even before these brands arrived, This area was already lined with eye-catching buildings.

© Louis Vuitton, Gucci, Burberry

The Louis Vuitton boutique, Designed by renowned architect Frank Gehry, Features a flowing glass façade inspired by traditional Dongnae crane dance and Suwon Hwaseong Fortress. Gucci’s boutique reveals its unique identity with a building exterior featuring various exposed plants under the concept of an “urban vertical park.” Burberry implemented its signature check pattern as a rain screen, Creating the appearance of the Burberry check from a distance. These luxury brands aim to become architectural landmarks, Not just spaces for selling products. Each boutique also hosts various events. Since the 2000s, Boutiques have served as social venues and sometimes as experimental spaces for customer experiences.

A New Way for High-End Brands

From the perspective of operational efficiency rather than architecture or networking, Standalone boutiques can sometimes generate higher profits than department stores. While Cheongdam-dong has the highest land prices and rents in Seoul, And the cost of constructing or renovating unique buildings is significant, These can be considered investments in building brand image. In terms of profit margin, Not paying department store commissions can be a benefit. By offering boutique-exclusive products, Brands can also achieve exclusive sales. In terms of delivering a unified brand image and message, The boutique approach is more advantageous. If products are sold through dealers, The brand’s intended message may be altered or distorted. Boutiques also offer advantages in customer management. With reservations and relaxed, Private spaces, Privacy can be protected. Brands can invite customers to hands-on events and exhibitions, Offering unique cultural experiences and meaningful time.

Standalone Watch Boutiques

Why are watch brands opening standalone boutiques even though they already have stores in popular department stores? The answer is the same as the boutique strategies of luxury brands mentioned above. They aim to provide differentiated experiences through architectural landmarks, Cultural spaces, Customer experiences, And boutique exclusives.

Audemars Piguet AP House Seoul

AP House Seoul
© Audemars Piguet

AP House is a boutique with the concept of “A Home Away From Home.” Each AP House around the world reflects local characteristics, Avoiding a uniform style. AP House New York was inspired by the Art Deco style of the 1920s, While AP House Hong Kong interprets traditional Chinese patterns in a modern way. AP House Tokyo embodies the Wabi-Sabi aesthetic, Expressing simplicity, Modesty, And natural aging. AP House Seoul is a six-story building with a VIP lounge and customer service, Featuring a bronze exterior inspired by the rainy landscape of Vallée de Joux and an interior expressing the Five Elements.

Vacheron Constantin Maison 1755 (Upcoming)

Vacheron Constantin 1755 Suite Dubai
© Vacheron Constantin

Vacheron Constantin’s “Maison 1755, ” scheduled to open in the first half of this year, Is named after the brand’s founding year, 1755. The revealed exterior is similar to the flagship store in New York. The Maltese Cross, Vacheron Constantin’s symbol, Is expressed in geometric forms and golden colors. Maison 1755, With six floors, Is expected to be the largest Vacheron Constantin boutique in the world. Maison 1755 is expected to add a new chapter to Vacheron Constantin’s 270-year history.

Rolex Boutique

Rocca 1794 is Italy’s leading watch and jewelry retailer. It started as a watchmaker in 1794 but now specializes in retail, Operating over 20 stores in Italy and Switzerland. The Italian jewelry group Damiani acquired Rocca 1794 in 2020, And the upcoming Cheongdam-dong boutique will be operated by Rocca 1794 as the retailer. The seven-story building will feature various customer facilities, Including a VIP-only space, Just like other watch boutiques. As one of the largest boutiques in the world, It is already generating excitement even before its opening.

The Cultural Map Created by Brands

© Jacob & Co.

Cartier, Van Cleef & Arpels, And Richard Mille, Mentioned above, Are already located on Cheongdam-dong luxury street. Tiffany & Co., Which offers watches with an American sensibility alongside its strong jewelry lineup, Is also set to open here. Near Dosan Park, Slightly away from the luxury street, A new Jacob & Co. boutique has opened. Here, You can find avant-garde ultra high-end watches and bold jewelry, Including the Astronomia collection, Which depicts the movement of celestial bodies with gemstones. Cheongdam-dong is now transforming from a simple luxury shopping street into a cultural space where each brand’s identity and artistry come alive.