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Shinsegae Duty Free opens Jaeger-LeCoultre Grande Maison concept store

Shinsegae Duty Free opens Jaeger-LeCoultre Grande Maison concept shop

Shinsegae Duty Free opened a Grande Maison concept store for high-end Swiss watchmaking brand Jaeger-LeCoultre.

SEE ALSO : Shinsegae Duty Free partners with China’s Industrial Bank 

The revamped boutique, inaugurated on 5 July in the retailer’s flagship Myeong-dong, Seoul store, encourages customers to experience the brand’s long history, renowned technical capabilities and distinctive designs. Shinsegae Duty Free described the ambience as “a seamless luxury experience from shop entrance to sales floor”.

Jaeger-LeCoultre, which boasts a 186-year history, is known as the ‘Grande Maison’.

Shinsegae Duty Free said that the brand’s heritage and image had been maintained from the shop’s entrance through its interior “so consumers can feel as if they are being guided into the Grande Maison”. A small, modern façade is designed to make the products stand out all. A video shows Jaeger-LeCoultre’s complex watch-making process.

The shop also boasts Jaeger-LeCoultre’s ultra-premium line Rendez-vous Tourbillon, priced at approximately US$90,000 – an exclusive for the Korean market. This stand-out watch features brilliant cut diamonds set using mother-of-pearl to reflect a rainbow of colours that contrasts with the main pink gold hue.

A Shinsegae Duty Free representative said, “Shinsegae Duty Free continues to expand its global luxury brand lineup with the construction of this unique shop. The 8th and 9th floors of our Myeong-dong location are established as a hall for luxury brands worldwide.

SEE ALSO : Shinsegae targets US$90 million with a new brand

“We strive to become a single duty free shop where customers can personally experience the value of various luxury brands in Seoul, just as Jaeger-LeCoultre’s motto of ‘A whole other world on your wrist in just one watch’ implies.”

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