Watches of Switzerland opens its first Longines boutique


It began with Rolex, Patek Philippe, Omega, TAG Heuer and Breitling, more recently Tudor and Grand Seiko joined the push to open monobrand boutiques in partnership with their authorized dealers.

Now Watches of Switzerland has cut the ribbon on its first Longines boutique — certain to be the first of many in the the United States and Europe — in the Scottish capital, Glasgow.

“This new Longines boutique is an important step in the development of the brand in the UK market,” says Matthias Breschan, Longines CEO.


“We are extremely proud to collaborate with our longstanding partner The Watches of Switzerland Group in offering our customers the opportunity to discover the world of Longines and its vast range of timepieces, in a tailor-made space staffed by qualified advisers. We attach great importance to making every effort to ensure that each visit is a unique and special experience,” he adds.

Craig Bolton, president of the Watches of Switzerland Group in the UK & Europe, suggests that more Longines boutiques are on the way.

“This is a great opportunity for the business to strengthen the existing partnership with Longines and for our clients to benefit from a greater product offering and the expertise of our brand specialists. We look forward to this being the first boutique of many for the brand with the Watches of Switzerland Group.”

Longines already has its own boutiques, and recently introduced a fresh interior and exterior design concept in Switzerland, which is being rolled out across its network.

It uses dark mahogany cabinetry, navy-blue diamond padded feature walls and cream leather accents and accessories celebrating Longines’ long-standing passion for equestrian sports and aviation.

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