By Natalie White

Patek Philippe has opened its largest boutique in Thailand, located at the ICONSIAM Shopping Centre, in partnership with PMT The Hour Glass. Following five years of conceptualization, design and realization, the 223 sqm flagship boutique aims to present the brand's rich history, philosophy and values.

The Patek Philippe flagship boutique will offer Thai watch collectors and enthusiasts an intimate place to share their exceptional and important moments, from viewing some of the world's finest timepieces to receiving outstanding horological expertise. All in all, making the purchase of a Patek timepiece all that much more rewarding and fulfilling.

Thierry Stern, the President of Patek Philippe who flew in from Geneva especially for the grand opening added, "Thailand is a very important market for Patek Philippe. With PMT The Hour Glass, our trusted long-term partner, we are proud to have created this new Patek Philippe home in Thailand. It is our sincere hope that in this new flagship boutique, our customers will experience not only the unique skills of our craftsmanship, but also our passion for preserving our family legacy and our permanent pursuit of excellence."

The design of Patek Philippe Boutique at ICONSIAM reflects the rich heritage of the brand through several iconic elements which reinforces the corporate architectural quality.

The boutique's impressive 50 meters façade boasts a completely new and unique design elements. The external façade at the VIP drop-off area is fitted with large animated screen backed by a special glass wall with the brand's emblematic Calatrava cross etched in the glass. The boutique boasts a majestic a 5-meter high ceiling adorned with special lighting and impressive bespoke Baccarat crystal chandelier.

Upon entry, collectors and enthusiasts are warmly welcomed to explore a wide range of Patek Philippe timepieces in the watch gallery area with custom-made large windows and counter displays.

Towards the right of this watch gallery atrium, clients are invited to discover a patrimony exhibition area that showcases Patek Philippe’s rich 180 years of historical milestones.

Further inside, the boutique opens up to a private lounge and sales salon elegantly furnished with precious woods and plush leather upholstery. The library within the private lounge is curated with beautiful decorative elements completed with Patek Philippe's horological and historical literature, allowing customers to be further immersed in Patek Philippe's universe.

The sales salon and private viewing area are separated by a series of see-through rosewood-framed sliding panels to enhance overall intimacy. These unique panels were originally designed to be fabricated using sculpted wood to echo Thai craftsmanship but are finally produced in metal for more contemporary feel. Each sliding panel is adorned with Calatrava petals pattern giving a distinct oriental look.

A specially created fragrance called the "Grand Quai" envelopes the boutique with its distinctive scent to welcome clients in a warm and luxurious environment. Once only exclusive to the three Patek Philippe Salons in Geneva, London and Paris, this signature fragrance has now been extended to all Patek Philippe boutiques across the world and clients will get to experience it at the magnificent ICONSIAM boutique.