Vacheron Constantin opens its flagship in Seoul

A temple to Swiss watchmaking has just opened in Asia, and it’s not just a store.
Vacheron Constantin is betting big in Seoul with a brand-new flagship, celebrating its 270th anniversary in an immersive, ultra-premium setting.

A cultural center disguised as a luxury boutique?

La Maison 1755 Seoul is much more than a retail outlet. With its 629 m², this new space located in the highly sought-after Cheongdam-Dong district incorporates art installations, references to Korean furniture and an exceptional scenography. Right from the entrance, visitors are immersed in an almost museum-like atmosphere, thanks in particular to artist Jinnie Seo‘s luminous work, Constellation of Lights, a tribute to time and transformation.

Each watch is displayed on traditional furniture, with locally designed embroidery on silk organza in the background. The message is clear: Vacheron Constantin isn’t just selling time, it’s showcasing a heritage– that of Swiss watchmaking – that resonates with contemporary Korean culture.

Vacheron Constantin’s tailor-made services and ultra-targeted clientele

This flagship is aimed at a select clientele. A private lounge, a planted rooftop and spaces dedicated to exclusive events make it more a place to live than a place to sell. Premium services include polishing, maintenance and on-site inspection. A customer approach that combines Swiss luxury and Korean hospitality, subtly designed to appeal to a demanding clientele.

Why Seoul? Strategic evidence

With Swiss exports to South Korea expected to grow by more than 5% by 2024, the brand is targeting a fast-growing market, little affected by the saturation experienced in China. Korean consumers, renowned for their taste for fine pieces and attention to detail, now represent a key audience for European luxury houses.

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