Tourneau South Coast Plaza Patek Philippe Corner

AnthonyTsai · 2012-07-01T12:14:53Z

Explore the renovated Tourneau South Coast Plaza store and Patek Philippe's new corner. AnthonyTsai details the modern retail experience and brand expansion.

inside which has its own door entrance too. Seems like Patek is making a push to open more "corner" stores & Boutiques since there will be a new Boutique in Beverly Hills in the very near future operated by Gearys, of which will be the 1st official Patek Boutique on the USA West Coast.

This Tourneau store has been closed for awhile and finally reopened last week. There was a press preview event on Wednesday June 27th, so I went to see how this Tourneau store would look like. Apparently, the Madison Ave. Tourneau store has already been renovated to look like this South Coast Plaza store.

Previously, I found this Tourneau store to be uninviting and unwelcoming - I don't know for what reason though - maybe it was the lighting or the layout of the store or the positioning of the sales staff within the store. And everytime I walked by while doing some shopping in South Coast Plaza, I only wanted to look at the watches in the window display cases, rather than walk inside and see what's inside the store display cases. But now after this renovation, this will definitely change

My initial impression of this new Tourneau store look was one of positive impression. I love how the walls are now entire planes of glass from door to ceiling. You get more light inside the store and exudes a more inviting ambience IMO. And another interesting fact - this store is designed by the same firm that designed the trademark Apple stores. They did a wonderful job IMO.

Below is a picture the main entrance to the South Coast Plaza Tourneau store:

On the very left of the store is a huge Breitling area but this Breitling area doesn't have its own entrance.

There are numerous watch display cases on the floor, and it seems more "harmonious" of a layout because I don't see the usual watch brand signs and branding at the display cases which always is a distraction for the timepieces. Now they are all laid out in uniform watch display cases for customers to peruse. I find I can see more of the watches Tourneau offers in less time spent at the store than before, so this makes for more efficient watch shopping.

Tourneau seems to have a new logo now. If they did use this logo before, I've never noticed it, so I'm assuming this logo is new. Looks modern and clean and fits well with the branding of this new store concept.

Here's the entrance to the new Patek Philippe corner which adjoins on the right side of this Tourneau store, and the 2 stores are interlinked together.

More pictures of the Patek Philippe facade:

Inside the Patek corner, you see the usual Patek displays. I don't know if these are different from the standard Patek displays you see at your local Patek authorized dealers, but they do appear to be the same ones.

Some of the Patek watches on display in various cases:

I walk back outside into the mall hallways, and I notice the new Tourneau ceiling clock which definitely looks sporty and has the similar design of Panerai & Anomino.

The Patek Boutique is next to Prada. Maybe buy a nice suit to celebrate after you buy a 5960?

Below are a couple more pictures of the display cases inside Tourneau.

Here's a picture of the new Tourneau branded watches:

Here's a side shot of the display cases, so you can see how they look like at the bottom:

There are many branded wall display cases throughout the store. These branded displays are subtle and include a video screen for whichever video brands want to showcase, and it appears brands are very into video these days.

Here's a picture of the Discovery Wall which houses new watches they like to highlight. Currently it's showcasing Bremont watches and Vertu phones on the left (not pictured below).

There are stools underneath the display cases for customers or their significant others to rest their legs.

On the side of the display cases are the respective signs of the brands showcased in that row. It's a more subtle branding and less "in your face". This is good for the customers but gives the brands less branding presence inside the store. There's a trade off but for the consumer, it's definitely better IMO.

Below are several pictures of the Breitling section at the very side of the Tourneau store. I guess Tourneau must sell a lot of Breitling watches for them to create such a large space for their watches. I love the wood floors btw.