A NEW flagship store is always a chance for a luxury label to score some 'branding' points. And it's no different for Cartier, which is opening its second flagship store at Ion Orchard - just a hop, skip and jump from its original flagship at Takashimaya.

If you wonder at the need for two flagships almost side by side, it has to do with store size. And the funky organic shape of Ion Orchard's facade will render the jewellery marque a facade it doesn't have at any other boutique. Plus the additional space there will allow it to showcase a bigger collection.

'The Takashimaya boutique, which was recently renovated, follows the European style of our Moinard concept boutiques,' says Christopher Kilaniotis, Cartier's managing director for Singapore, Malaysia, Indonesia and Australia.

'The Ion Orchard boutique will have a large glass facade, the first in the world of its type. It is contemporary, follows the curved design of the mall and was inspired by an art deco Cartier vanity case created in 1932.'

Internally, the boutique will follow the aesthetics of the Moinard concept with illuminated rotund displays of jewellery under crystal chandeliers. What the new space will also open up is a Men's Salon, dedicated to a Fine Watchmaking collection, and featuring an array of pens, cufflinks and eyewear. Fine jewellery will be on the second level, with antique creations and limited edition pieces.

'The continuous growth of the brand and the luxury goods industry has led to the need for additional boutique floor space,' Mr Kilaniotis says. 'Today we need more display space for our jewellery and watches, as well more room for our clients to relax during their boutique visit and feel comfortable.'

Cartier is in a strong position to have two flagships near each other in Singapore, just like it has in Ginza, Tokyo and Hong Kong, he says. The brand's aim is to ensure it has enough prestigious and iconic boutiques to service its clients. And Mr Kilaniotis is confident Singapore will come out of the downturn stronger and remain the centre of economic activity in South-east Asia.

This article was first published in The Business Times