Swiss luxury watchmaker Longines has officially opened its first boutique in Brussels—an investment that reinforces the city’s growing appeal among premium international brands. Located between the historic Bourse and the Grand-Place, this new flagship store places Longines at the heart of one of Europe’s most visited and architecturally iconic districts.
A flagship that reflects Brussels’ creative identity
The 100m² boutique draws inspiration from the city’s Art Nouveau heritage, particularly the elegant curves of Victor Horta’s architecture. By blending noble materials with contemporary minimalism, Longines has created a space that mirrors both the brand’s timeless aesthetics and the creative vibrancy for which Brussels is known.
This choice of design highlights a key advantage of the Brussels market:
global brands can embed themselves in a culturally rich environment that enhances storytelling and elevates the customer experience.
An experiential retail destination
Longines’ Brussels boutique is more than a store—it is a curated, immersive brand universe. Visitors can try on watches in a warm and relaxed setting, explore interchangeable straps, and discover Longines’ heritage through contemporary displays conceived as a “l ibrary of universes.”
This experiential approach aligns perfectly with the expectations of Brussels’ international audience, made up of residents, EU professionals, business travelers, and tourists from around the world. For foreign brands, it demonstrates how Brussels supports experiential, high-value retail concepts.
Talent rhat elevates the experience
The boutique’s team—trained at the Longines headquarters in Switzerland—illustrates another of Brussels’ strengths:
a multilingual, highly skilled workforce capable of delivering premium customer service to a global clientele.
This talent pool is a decisive factor for companies looking to establish a high-end presence in a cosmopolitan capital.
A strategic choice for International brands
By choosing Brussels for its latest opening, Longines confirms the city’s status as a strategic European retail location offering:
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exceptional foot traffic in the historic centre,
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a high-spending international audience,
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strong brand visibility in a premium retail environment, and
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an ecosystem where luxury, creativity, and innovation thrive.
Longines’ new boutique stands as a powerful example of how international brands can flourish in Brussels—and why the city continues to attract ambitious investments in retail and lifestyle.
