Corum has opened its first monobrand boutique in the world within Bangkok’s Gaysorn Tower department store.
Named the Corum Watch Club, the space is managed by longstanding Thailand partner Baechtold Jewelry & Watches.
It is described as more like an unconventional clubhouse than a traditional retail store, and aims to bring together a community of customers and collectors alike.
No membership is required.
“The goal is not only to relax and enjoy seeing the latest novelties but a place to learn more about the brand through special exhibitions and events, along with a tranquil environment to savor a drink and a cigar,” Corum says.
The décor of the concept store mixes locally sourced hard woods with contemporary white surfaces.
A balcony offers views of the city from the 2nd floor of the Gaysorn Shopping Center in Ratchaprasong District, known as a lifestyle destination for Thais, and tourists alike and home to luxury hotels, shops, restaurants, and spas, as well as its proximity to the city’s eight most famous spiritual shrines.
To celebrate the opening, Corum Watch Club will have timepieces on display from private collectors as well as historical pieces from the Corum museum.
