Franck Muller has opened its first boutique in Vietnam, in the commercial capital of Ho Chi Minh City. Located along the elegant Le Loi Street, it is set within the neighbourhood of the renowned Saigon Opera House. Its design has a museum-like quality that tempts guests to enter and discover the artistic timepieces on display within. Carefully balancing this are elements like a neutral colour palette that forms a backdrop for the Swiss luxury timepiece brand as it looks to the future.
Following a rebrand in 2021, Franck Muller unveiled its new store concept. Since then, it has rolled out the design in boutiques across the region, with the latest being in Ho Chi Minh City. As is with the original DNA, a strong importance is placed on spatial quality. This is immediately evident from its exterior, which eschews a regular box-like structure. Instead, a double-door glass entrance is flanked by standalone sections, carved out on each side, used to showcase everything from Grand Complications to art installations inspired by Franck Muller.
Ascend a short flight of steps to reach the entrance of the store, where the brand’s signature tonneau shape is imprinted on the double-glass doors, partially obscuring the interiors. It encircles a sizable logo, which doubles as the door handle. The temptation to stand outside and just be a spectator of the architecture is strong, but this is a stage designed to encourage further exploration.
Push through the doors and the world outside falls away. The boutique is split into three parts, comprising the L-shaped main store across a split level and an enclosed VIP area. More importantly, there is a timeless, museum-like quality to the space, alluding to the brand’s rich 30- year history and heritage, while also affirming that it is forward-looking.
The colour palette is shades of taupe, selected to evoke the travertine stone commonly found on buildings across Europe, where Franck Muller was established. It forms a blank canvas so as not to distract from the timepieces on display. Accents of a classic navy blue are visible – such as on parts of the wall in the main store.
On a more subtle note are elements that hint at the creative craftsmanship behind the timepieces, gently reminding that they are works of art that are not just being purchased, but collected. A dark-gold-coloured, steel pendant light inspired by the shape of the Grand Central Tourbillon – a High Complication Novelty launched in 2021 – extrudes from ceiling in the heart of the store. Screens and selected walls have the motif of the logo laser-cut onto them, adding a layer of texture to the otherwise smooth and glossy surfaces.
Inside the VIP area, a bold, gold-coloured theme dominates. On the ceiling, a steel cladding in a mirrored finish increases the sense of glamour and creates a duality of the space to enhance its spatial quality. One wall is scalloped and tipped with half-height, matt-toned, burnt-gold tubes. Even the furniture has been self-designed, with the logo discreetly handstitched on the side.
Even as it has crafted itself a remarkable history, Franck Muller continues to innovate and build on its past. The new boutique in Ho Chi Minh City, Vietnam is set to be a stage that supports the brand in its evolution.
About the House of Franck Muller
Founded in 1991 by master watchmaker Franck Muller and watchmaking specialist and entrepreneur Vartan Sirmakes, the House of Franck Muller is one of the most acclaimed independent watch companies in contemporary watchmaking. An award-winning brand, Franck Muller is known for its highly exclusive technical complications, many of which are proprietary innovations, produced in house within its Manufacture in Genthod, Geneva, endearingly known as Watchland. With more than 50 world premieres and patents, Franck Muller has been dazzling the world with creations that have been received with great enthusiasm by watch connoisseurs and celebrities alike throughout the world, and designs that represent major technical advances in the history of haute horlogerie.
Explore the new collection in your nearest Franck Muller:
DAFC is the official and exclusive distributor of more than 60 fashion brands in Vietnam.