Dubai, United Arab Emirates

Located in the heart of the Dubai International Financial Centre, this 1,721 sq ft standalone flagship store was designed with a vision far beyond just creating a beautiful gallery to showcase watch collections. We sought to enhance the shopper journey by emphasizing interaction, education, and discovery—transforming the store into an immersive, engaging experience.

The design concept is modern, elegant, and inviting, leveraging the high ceilings to create an expansive yet intimate atmosphere. Individual watches are highlighted within custom display boxes, each piece showcased as a work of art. To further elevate the experience, the store integrates both touch-screen and proprietary technology, enabling customers to interact with the products and learn more about the craftsmanship behind each timepiece. This innovative approach bridges luxury retail with cutting-edge technology, inviting visitors to explore, connect, and immerse themselves in the world of horology.

Borrowing inspiration from a watch movement, specifically a power reserve indicator, the primary design feature throughout the boutique is a series of wooden louvers with varied spacing that fans out across multiple segments. Indirect cove lighting behind the louvers adds a sense of movement throughout the space, reinforcing the relationship with horology and the heartbeat of a watch.

A key consideration of the design process was modularity and flexibility with respect to the inventory. At any given time, the WatchBox boutique displays approximately 270 watches in the main showroom, a composition that is ever-changing as watches are bought, sold, and rotated from the global inventory daily. Clients are invited to explore and purchase from the broader global inventory, accessible through touch-screens adjacent to the product display units.

Five distinct display units are built into the footprint, each with a custom-finished bronze frame surrounding 32 modular shelves. Four of these units also incorporate a suspended showcase, presenting up to 27 additional watches like an outstretched arm. The boutique also features a seating area within the main showroom, a community table, and a private VIP lounge, hidden behind an oversized pivot door.