This article first appeared in The Edge Financial Daily, on December 29, 2015.

Luxury watchmaker Bell & Ross recently unveiled its third boutique in Malaysia, making us the country with the most number of the brand’s stand-alone boutiques in the world. The new boutique is located at The Gardens Mall, following the Bell & Ross’ first boutique in Pavilion Kuala Lumpur and the second in Gurney Plaza Penang, which opened last year. The brand is represented in more than 60 countries with just 12 exclusive boutiques worldwide.

The new boutique occupies a spacious lot on the first floor of the Gardens Mall, immediately recognisable from its black and beige façade that is reflective of the Bell & Ross philosophy and its history of military watchmaking. The deep black is reminiscent of the finishing on a plane’s instrument panel, while the beige echoes the white numbers on the flight instruments that have acquired a certain patina over time. The brand colours are also apparent throughout the boutique, seen in the marble decorating the shop windows and the gold decorative elements.

The décor of the boutique’s interiors epitomise the history of Bell & Ross as well as the brand’s promise of functionality, excellence and timelessness. The space exudes luxury while incorporating aspects of the design that pay homage to its roots. The walnut wood panelling and the herringbone oak parquet, for example, offer a soothing golden glow amidst the touches of grey-green, echoing the colours of military aviation. 

There are framed photos on the wall retracing the history of the company. The sofa and armchairs are upholstered in petrol-green fabric, a tribute to the camouflage employed by fighter planes while the functional design of the furniture bring to mind the mid-20th century shapes of the architect-designed furniture and the structures of vintage aircraft. 

The boutique will carry the iconic Bell & Ross watches, and one example of the latest pieces available at the boutique is the BR-X1 Skeleton Chronograph in rose gold and ceramic. The case is polished and satin-finished with 18-carat rose gold and ceramic with rubber inserts, whereas the dial is made from grey-tinted sapphire crystal and features gilt appliqué indices with Superluminova inserts. This timepiece is limited to just 99 pieces.

The brand sees the opening of the new boutique as another step in upholding its vision as the leading specialist in military watchmaking in a journey fuelled by aspiration and an appetite for perfection.

Find the new Bell & Ross Boutique at Lot F-230A, First Floor, The Gardens Mall, Mid Valley City, Lingkaran Syed Putra, Kuala Lumpur. Opening hours are from 10am to 10pm daily, call (03) 2280 0189 for more.