An unprecedented journey into the exclusive world of Richard Mille

The St. Martin boutique facade is deceptively subtle and hides the conceptual spaces inside. — Photos: Richard Mille

There is something very special about the new Richard Mille flagship boutique at 1 St. Martin Drive in Singapore.

It’s unlike a normal boutique where you’re surrounded by products, this has a different take. In fact, it’s more of a concept space than a boutique.

To begin with, it’s not located in a mall but is the site of a former restaurant located in the famed Orchard Road district.

This 700 sq m boutique took the brand’s Paris in-house architecture team three years to complete, resulting in an amazing space where various worlds come from the mind and inspirations of Richard Mille himself.

Looking for something to read? The Library has several selections on hand for you to enjoy.

During the media press conference at the boutique, brand director Alexandre Mille, the son of its eponymous founder, says they didn’t want it to look like a big boutique where there would be a waste of space, as there are not many of their watches on display (The boutique features a limited selection of watches).

“Our intention was to play with visitors’ expectations.”

Thus the creation of the St. Martin boutique where it took on the fundamentals of a speakeasy, where the facade and boutique conceal something within.

Alexandre says they wanted something that’s different and would stick to what the brand and their values are about.

“What we decided to do is to let people visit Richard Mille’s mind and also the brand and family. The idea is what it is like to be part of the Richard Mille family. Also, how can we bring that concept to Singapore for something totally different, but at the same time showcase the quest that we have for the best service of the boutique.”

Asia has always been important to the brand and the first standalone global Richard Mille boutique was opened in Hong Kong in 2006.

According to Amanda, this flagship is also designed with a philosophy of ‘fostering human relationships’.

So when the St. Martin space was available, it was the perfect opportunity to do something different.

The size of it also meant an opportunity to create a space where the brand could show the art of hospitality that it believes in, and there is also the renewed focus on creating more events and engagement opportunities with its clients.

That’s why this flagship is also designed with a philosophy of “fostering human relationships” says brand and partnerships director Amanda Mille.

“Every Richard Mille event is an opportunity for wonderful encounters. As well as a chance to meet and share, each one also serves to highlight the brand’s strong convictions and commitments. St. Martin was designed in perfect harmony with this philosophy conducive to fostering human relationships.

“This venue awakens emotions and elevates the art of hospitality so dear to Richard Mille, thanks in particular to an innovative vision,” explains Amanda.

Relationships and connections are also what the brand itself is going through as the next generation transitions with Amanda and Alexandre Mille in key positions.

Also, Cecile Guenat, the daughter of the brand’s co-founder Dominique Guenat, is director of creation and development.

Balance and harmony

With airy and open-plan spaces, St. Martin introduces its art of hospitality where architectural construction create a perfect balance of tradition, style, innovation and emotion.

It looks and feels like a beautiful, welcoming home where you can relax at ease at the various areas.

Stylish and comfortable, the spaces gives a sense of a warm and intimate atmosphere, just like a friend’s home, or being at your own home.

Here at boutique bar, you can have specialty drinks, wine and champagne while soaking in the ambience of the space.

This is why to achieve this, the furniture and decor were designed specifically for each area to highlight its different personalities.

Materials such as metal, stone, wood and glass are featured adding to the air of luxury and richness.

Each space has its own identity from the Hub to the Crafting Space (visitors can interact with a watchmaker to learn how Richard Mille watches are made), the Restaurant, the Bar, the Sport bar, the Riad (outdoor area) and the Hidden Library where you can move seamlessly from one space to another.

Around 30 specialists added to the spaces whether it was innovative solutions, adding furniture or adding something to the atmosphere.

Apart from the limited watches on display, there are several books, painting, artefacts and paraphernalia.

The centrepiece is a remarkable olive tree by French visual artist William Amor which sits in the middle of the Hub.

Alexandre says the concept of the boutique is to let people visit Richard Mille’s mind and also the brand and family.

No wonder that when visiting St. Martin, customers and guests will be able to immerse themselves in the world of Richard Mille and learn more on the craftsmanship and passions of the brand.

The St. Martin boutique concept is exclusive to Singapore and for now, will not be replicated in other markets so as to give clients a unique experience.