Garden view of Richard Mille Bangkok boutique.
Despite being classified as a developing and middle-income nation, Thailand boasts a thriving luxury watch market fuelled by an expanding base of wealthy individuals and a growing culture of horological investment.Capitalising on this momentum, Swiss watchmaker Richard Mille has opened a new boutique at the Siam Kempinski Hotel.
The decision to establish a presence in Bangkok stems from a global recognition that Thai clients are among the most loyal patrons of the brand's boutiques worldwide. The goal is to offer these clients a local hub where they can have their timepieces serviced and engage with the brand without having to travel abroad, said Alexandre Mille, commercial director at Richard Mille and son of the brand's founder.
"Because of our limited production, we have to be very strategic when we choose a country or city. After discussing new boutique locations with my partners in Asia, Thailand was deemed necessary," he said, adding that the brand has to ensure royal clients will be welcome at a place that is considered a destination.
Selecting the ideal location is both an opportunistic and a sensitive process; the brand waits until it senses the right ambiance. In the case of the Bangkok boutique, the team recognised it as the perfect setting due to its unique layout and neighbourhood character.
