17 Avenue Matignon, Paris - France

Originally the watchmaker had a Boutique in the famous Place Vendôme but as the collection increased in size more space to display more pieces became a requirement. Therefore, in 2015 Richard Mille moved to the new Boutique located on the Avenue Matignon in Paris. This new location offered far more space for displaying the collection, around 200m2 spread between two floors, and allowed the brand to remain present in Paris. Staying in Paris was a necessity because of the loyal customer base present in the city and because of the association that the consumer makes about Paris and the world of luxury.

Organisation of space, upon entering the Boutique in the entrance more than twenty watches (all being different models) are displayed both from the men’s and women’s watch collections in elegant glass casings. The company decided to make a dedicated space for showcasing the pieces of the women’s watch collection, this was particularly important in the Paris flagship store because the city is known as a capital for watchmaking and jewelry internationally. International clients are often visiting the city on romantic trips and these dedicated spaces ensure that both the women and men can find watches to suit them, interestingly the women’s watch collection has seen a sharp rise in popularity since 2015.

The next standout feature is the workspace for the watchmaker. There is an after sales service in store, a key point in designing the store was to ensure that a watchmaker is working full time from the location to be able to provide after sales services such as repair, maintenance or simply to give advice and information about the watches. The team recognized that this service provides reassurance for clients, gives them more of a bespoke and tailored experience, and the watchmaker can explain the complex watch-mechanisms that are what make the watches so special.

When it comes to impressions and feel of the store, it feels much more homely than one would first expect and there is a sense of perfectionism when it comes to each little detail having been meticulously planned out to create a real experience for the client. The lighting is primarily soft within the store apart from around the casings that contain the watches, the casing units are framed by bright white light to attract the eye and all the watch models are light up perfectly to see each individual detail. The store aesthetics combined with a tailored experience create a standout in store experience for any potential new clients but also for any existing watch owners that are already part of the exclusive Richard Mille family.

(442words)

Image source: https://media.richardmille.com/wp-content/uploads/2017/12/23170922/richard-mille-richard-mille-france-paris-16510.jpg