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Bell & Ross gives its flagship store at Mandarin Gallery a new look

Bell & Ross gives its flagship store at Mandarin Gallery a new look

Modern concept

Text: Angelyn Kwek


Revamping its Mandarin Gallery flagship store with a fresh look that mirrors its brand spirit, Bell & Ross unveils a new retail experience for fans and customers

Our Little Red Dot is known for many things — lately, that includes Crazy Rich Asians going viral — but did you know we're also a watch hub for the Southeast Asian region? Just read it from these CEOs of luxury watch brands to get an idea of our market's importance. Similarly recognising the clout carried by Singaporeans (and a fair bit of the tourists coming through), Bell & Ross thus planted its first retail flagship at Mandarin Gallery in 2010. Eight years later, the brand now re-launches its boutique with a new, modern concept to better serve its ever-growing customer base.

Bell & Ross' revamped flagship store at Mandarin Gallery

More than just a chichi haute horlogerie store, the space has been carefully designed to reflect the spirit of the brand. Outfitted with a black and beige colour palette, the interior decor is a nod to the maison's close connection with the aviation industry. The black elements represent the finishing on a plane's instrument panel, while touches of beige replicate the particular patina acquired by the white numerals of these instruments over time. Seen as the signature colours of Bell & Ross, both of them are in play throughout the store, from the decorative marble of the windows to the metallic structures of the display cabinets.

With the Bell & Ross design studio behind the conceptualisation, the brand's iconic square case also makes it into the boutique's aesthetic, translated into clean lines that combine functionality with a sense of elegance. Walnut wood panelling and luxurious carpets complete what is a cosy yet intimate ambience. Besides smelling the fresh paint and satisfying your appetite for Bell & Ross' latest novelties (be it the new dive watches or the Racing Bird collection), a turn around the boutique also sees framed photos retracing the company's history, as well as vintage model planes and furnishings that echo the silhouettes of mid-20th century architecture. It's time to be the early birds through those doors.

Bell & Ross' revamped flagship store at Mandarin Gallery

The refurbished Bell & Ross flagship is located at Mandarin Gallery, Level 01-15.

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