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Patek Philippe's refurbished store like a second home for luxury-watch enthusiasts
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Luxurious: The newly renovated boutique is made more comfortable by the use of the soothing scents of aromatherapy. (Courtesy of Patek Philippe) (Courtesy of Patek Philippe/Courtesy of Patek Philippe)
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em>After a major renovation, Patek Philippe’s boutique in Central Jakarta opens its door with timeless designs and new spaces filled with special scent, including dedicated rooms for VIPs.
Luxury-watch connoisseurs in the country may now rejoice that Patek Philippe’s flagship boutique in Plaza Indonesia, Central Jakarta, has reopened. The reopening ceremony was held at the boutique on July 27, attended by some of their loyal customers and members of the media.
“Everything is thought through in this boutique,” Deepa Chatrath, general manager of Patek Philippe Southeast Asia (S.E.A).
“Art and artisanship are really the heart of Patek Philippe. And you’ll see these reflected not only in the pieces that we have here, but also in the décor.”
Indeed, stepping into the newly renovated boutique is like entering a new realm of sophistication and elegance.
Baccarat chandeliers, which resemble a cascading tier of Chinese lanterns, throw a warm ambient lighting about the store’s opulent interiors. Luxury is also reflected in the boutique’s creamy-hued marble floors.
A subtle, sweet-smelling scent wafts in the air, beckoning us to stroll further into the store, scrutinizing the timepieces within glitzy glass vitrines.
“It’s a special scent, named Grand Quai [Big Quay], inspired by Patek Philippe’s honorary president Philippe Stern’s love for sailing,” Innez Lawry, marketing and communications manager of Cortina Watch Indonesia, said during a tour of the establishment.
“Previously, [the scent] was only available in Patek Philippe’s salons in Geneva, London and Paris. But now, it’s also available [in Patek Philippe’s boutique] in Indonesia.”
Patek Philippe, in collaboration with its retailer in Southeast Asia and East Asia Cortina Watch, first set up its boutique in the country in Plaza Indonesia, Central Jakarta, in 2014.
After seven years, the 140-square-meter boutique went through a major renovation.
And now, the boutique is significantly larger at 222 square meters and comprises five rooms, which include the entrance hall, consultation room, lounge area and VIP rooms.
Entrance Hall
At the center of the entrance hall is a glass-top display featuring some of the brand’s latest and most-iconic timepieces.
Among the newest in the collection is the 5172G-010. The men’s watch, which comes with an exquisite rose-gilt opaline dial and white-gold case, featuring a mechanical, manually wound movement and chronograph. Its meticulous machinery is visible through the transparent-sapphire-crystal case back.
Ladies would definitely adore the new 7130R-014. This elegant timepiece comes with an olive-green dial, hand-guiloched with old-basket-weave motif and gold-hour markers. Its rose-gold bezel is also embellished with diamonds.
“It’s the watch that you can wear to evening functions and parties,” Alfi, sales and marketing executive of Patek Philippe Boutique Jakarta, said.
And yet this ladies’ watch is more than just pretty. On its face, we can also see 24 different time zones around the world.
But the most notable in the boutique’s collection would be the handsome Calatrava 5057G-010. The men’s watch, whose white-gold bezel is embellished with the brand’s iconic clous de Paris (hobnail) design, is a tribute to Cortina Watch’s 50th anniversary, which happens this year.
“It’s a very beautiful timepiece,” Lena Wong, marketing manager of Cortina Watch Singapore, said. “There are only 100 [pieces] of them worldwide.”
And should you wish to educate yourself of the brand’s long, illustrated history, you can also peruse the coffee-table book, titled Patek Philippe: The Authorized Biography by Nicholas Foulkes, displayed on a side table in the entrance hall.
Consultation room
The consultation room was decorated with flowers and featured a photo-wall during the boutique’s reopening day.
“But originally, [the room] was appointed with two sets of desks and chairs and dedicated to customers who wished to consult our sales executives,” Innez said.
Among the services provided by the flagship boutique is essential maintenance, such as battery change, functional adjustments and accuracy control.
“Patek Philippe is committed to repair, restore and maintain all the timepieces that they have made since 1839,” Innez added.
Lounge area
The store’s lounge area has a homey feel with a 340 centimeter by 80 cm high table, made of gray marble slab, and a set of tabourets de bar (bar stools).
“This is actually my favorite room,” Innez said. “It comes with the longest high-table [among Patek Philippe’s boutiques] in Southeast Asia, at which customers can relax, interact with one another and share their passion for luxury timepieces.”
A corner in the lounge area is dedicated to the long history of friendship between the Lim and Stern families, who respectively own Cortina Watch and Patek Philippe.
The corner also features yellowed, old photos of the families, as well as some of the tools used to craft Patek Philippe’s decorations with enamel.
VIP rooms
The newly renovated boutique also boasts VIP rooms. The VIP room, situated next to the entrance hall, is appointed with a writing desk and a set of plush armchairs in an elegant combination of gray and orange hues.
A blue-batik triptych adorns one of its walls.
“[The triptych] is inspired by a table-dome clock, which was exclusively created and developed for the Patek Philippe Watch Art Grand Exhibition in Singapore in 2019,” Innez said.
Just across from the artwork is a bespoke-wood engraving, which is inspired by the flame of Jakarta’s National Monument.
“Monas is the landmark of Jakarta, in which Patek Philippe has its flagship store,” Innez explained.
The second VIP room is located next to the lounge area. Equipped with plush sofas, long mirrors and a large-screen TV, the room feels like a cozy family room. It also comes with its own hidden door that allows customers to walk in and out of the boutique in private.
“Some of our customers like to come [to the store] with their family members,” Innez said. “In this room, they can unwind and chit-chat more freely.”
The boutique opens daily from 10 a.m. to 9 p.m.
“This market is crucial for us,” said Deepa Chatrath.
“So, this expression of retail space encourages you to come and really understand the piece that you already have, spend time with our really well-trained retail associates and get your watch essentially maintained.”
