Swatch, the iconic Swiss watch brand, has made a bold statement in the Asia-Pacific region with the grand opening of its world’s largest flagship store at One Bangkok. Spanning over 600 square metres across two floors, the new store showcases a fusion of contemporary retail innovation and traditional Thai pavilion architecture, offering a distinctive shopping and cultural experience.
Located in what is set to become Bangkok’s premier lifestyle and commercial destination, the store embraces the theme “Travel Through Time”, reflecting the brand’s creative spirit through art, design, and interactivity.
“We are excited to celebrate the grand opening of Swatch One Bangkok, the world’s largest flagship store, which reflects our strong commitment to this dynamic market,” said Alain Villard, CEO of Swatch. “With a mix of traditional Thai elements and modern design, including a skate zone and art gallery, this store is a true expression of the Swatch world.”
The store’s architecture draws inspiration from the Thai pavilion, seamlessly blending traditional craftsmanship with innovative materials. The open-plan layout creates a welcoming space designed to host activities and exhibitions that celebrate Swatch’s long-standing passion for art and culture.
Alain Villard, CEO of Swatch and Palinee Kongchansiri, Chief Retail Officer of One Bangkok
The ground floor features Swatch’s most popular collections, from timeless classics to bold new designs. Visitors can explore interactive elements such as a skate zone, representing Swatch’s connection to urban and extreme sports, and a Swatch Art Gallery, which displays limited-edition art watches from past to present.
A major highlight of the launch event was the unveiling of the Swatch Destination Art Bangkok “THE WANDERER” watch, designed by Thai contemporary artist Yoon- Phannapast Taychamaythakool. Inspired by Hanuman, the revered character from the Ramayana, the watch integrates traditional Thai motifs, celestial patterns, and amulet symbolism. It reflects themes of protection, loyalty, and joy — core to both Thai culture and Swatch’s vibrant identity.
“This special edition timepiece celebrates our love for Bangkok and the arts while honouring Thai cultural heritage,” Mr Villard added.
The selection of One Bangkok as the location reflects Swatch’s strategic vision. Positioned as the capital’s new landmark and a hub for art, retail, and lifestyle, One Bangkok offers excellent connectivity and a dynamic environment that attracts high-spending tourists, locals, and global brands. Its mixed-use space supports both flagship and concept stores, making it an ideal setting for Swatch’s retail innovation.
The new Swatch flagship is located in The Storeys Zone, G and 1st Floor, One Bangkok, Witthayu Road, and is now open daily from 10:00 to 21:00. Customers can browse the full range of Swatch designs and even create their own personalised timepieces with the Swatch X You experience.
