The new Boutique Haute Horlogerie concept store by Architects of Time has given visitors to the V&A Waterfront the ultimate immersion into luxury timepieces and jewellery. No guesses where we’ll be shopping for prezzies now.
The expansive flagship store showcases 11 of the world’s most prestigious watch and jewellery brands in a contemporary, state-of-the-art setting, immortalising the store’s dedication to innovation, heritage, and uniqueness. Names like Ulysse Nardin, H Moser & Cie, Parmigiani Fleurier, and Zenith will sit together with Dior Haute Couture, Hermès and Ebel — alongside Messika diamond jewellery as well as the playful, prêt-a-porter luxury Italian fine-fashion jeweller, Pomellato.
Conceived and designed by Rogue Projects in collaboration with Phase 3 Architecture, the store embodies BHH’s core principles of modernity, precision, and restrained luxury. “The goal was to establish BHH as the curator for a broad range of luxury Swiss watchmakers and French and Italian ateliers, which are presented alongside anchor brand La Maison Chopard,” says Richard Moss, founder of Rogue Projects. Since the V&A Waterfront is frequented by both South Africans and tourists alike, the boutique needed to cater to a convergence of local and global cultures.
This luxe lair was designed in two parts: one dedicated to Chopard, and one for the main boutique where each brand has an area to showcase its pieces. The spaces are linked by a private lounge where clients relax (and, of course, sit and peruse the gorgeous goods). The tactile space is dressed in classic stone and upholstered benches and terrazzo sales tables pave the way for seamless browsing and viewing. “We wanted a timeless, natural material that could enhance the watches in something of a sanctum exhibition space — and stone emerged as the ideal medium. It complements both centennial and new-age watch designs. Each initiative was intended to pinpoint core values of the BHH brand, with an unwavering truth to materials,” says Moss.
• Shop 6223, Link Mall, V&A Waterfront, 021-418-1889. For more information, contact Architects of Time, 011-669-0790
• From the December edition of Wanted, 2020.