Although Delugs began as an online brand, over time, Kuan and Chia noticed that more customers wanted to see, touch, and feel the products in person. However, their showroom in the East of Singapore proved to be too far out for many – especially tourists. Yet, despite the distance, international customers still made the effort to visit.
“We were either their first or last stop before heading to the airport,” shared Chia. “Seeing people drop by even during short trips to Singapore – willing to make their way to Ubi – encouraged us to consider investing in a larger, more central space to properly host everyone who wanted to visit.”
The company has customers from all over the world. At present, Singapore is its second largest market, accounting for around 15 per cent of total sales. Its biggest market is the US with 45 per cent of total sales.
Additionally, as the company began hosting more watch brands and executives at the showroom, there was a growing need for a space that felt more upscale and aligned with its image. ‘When they enter our showroom, it feels good – but the surroundings, it’s still an industrial estate,” Kuan admitted.
The new 993 sq ft boutique exudes an inviting, welcoming atmosphere with a neutral colour palette featuring light and dark woods, beige tones, and creamy whites. Naturally, opening “the world’s first strap boutique” came with its own set of challenges, especially in conceptualising the space with no existing blueprint to follow.
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