Redefining Luxury Retail

Omega invites patrons to embark on a journey beyond the tick-tock of time, into sanctuaries where every experience is an immersive encounter with haute horlogerie

- Lynette Ow

Just before the turn of the new year, Omega makes a splash in Hong Kong with its newly opened Queens Road Central and KIl Musea spaces, showcasing its watches, jewellery, and accessories. To celebrate the inauguration of the two boutiques in December 2023, the luxury watch brand throws a grand event in the city, featuring renowned Korean actress Han So-hee as the guest of honour. Accompanying Han at the KIl Musea store's facade are Omega president and CEO, Raynald Aeschlimann, and Stephen DeLucchi, the managing director of Swatch Group (HK) Limited, to cut the official ribbon, declaring the boutique open.

Inside both boutiques, Omega reveals the brand's new approach to retail, aiming to redefine the concept of luxury. Above the retail space in each boutique lies a hidden oasis where patrons can escape the hustle and bustle of the city and indulge in the ultimate Omega experience. The Queens Road Central location features four floors, including "The Suite", a five-star salon for invited guests, boasting a client lounge, cocktail bar, dining area, and screening room designed to provide guests with a truly immersive experience of Omega's world of watchmaking.

In conversation with Tatler, the passionate leader, Aeschlimann, highlights the brand's seamless innovation with timeless sophistication and eschews terms like "concept store". Instead, he says, "This is an evolution of what we want." "You know, buying an Omega watch is sometimes-besides your house and your car-the most expensive thing you do. So it's about time, in today's world after Covid.

Some of these stores are more like a house where you have watchmakers, where you have the possibility to live the brand." The KIl Musea boutique also offers elegant and comfortable spaces for browsing and more, with stunning views of Victoria Harbour.