Patek Philippe has opened its world first maison in Shanghai, China.

The maison is located in the historic Bund area inside the historic former British Consulate building and blends Chinese and Western cultures.

Covering an area of 1227sqm over two floors, the maison has nine rooms including the main exhibition hall, which accommodates the complete current collection, the largest on display in Asia.

All the furniture and ornaments came from Switzerland, France and Italy. Crystal chandeliers tailor-made by Bagues, a purveyor to the French royal court, were installed in the halls and display rooms. The showcases are built in wood and finished with paint and gilding.

The company said the new exclusive venue marks seven years of growing success in the Chinese market developed with partner Melchers Group. Its presence in China began with the inauguration of a first boutique in Shanghai in 2005, followed with a second boutique in Beijing in 2008.

The maison creates a venue serving a similar function as a salon. It highlights a display of timepieces with an invitation to experience the history and values of Patek Philippe.

The main purpose of the maison in Shanghai is to bridge the geographical distance between Europe and China and create a new Patek Philippe ‘home away from home’, the company said.

“We want to welcome our Chinese guests in a place that is unlike any boutique or shop, one where they will feel totally at home, personally hosted by Patek Philippe,” said Patek Philippe’s honorary president Philippe Stern.

“This marks our intention to enhance our service-oriented market strategy along with our brand’s commitment to China,” he said.

 To commemorate the opening, the brand organised a month-long exhibition displaying 22 rare handcrafted objects of art including a cloisonné enameled Dome table clock, a Dome table clock in hand-engraved Baccarat crystal, a hand-engraved pocket watch and two unique Haute Joaillerie wristwatches.

Patek Philippe also designed a limited edition series of four commemorative watches in platinum celebrating the Year of the Dragon with a cloisonné enameled dial featuring a Dragon motif. In addition, a special Shanghai World Time model was created in a limited edition of 50 pieces, 25 pieces in rose gold and 25 pieces in white gold with a 24-timezone dial indicating Shanghai in red instead of the usual time zone indication of Hong Kong.

The watch manufacturer was founded in 1839 in Geneva, Switzerland.

GB