Pushing open the glass door of the Chrono watch store, it’s hard not to be caught in sight by the wooden elements. It’s not the stereotype of luxury cold hard metal and marble. This is more like an art museum. Vertically arranged walnut lattice stretches from the walls to the display cabinets. Soft, built-in lighting wraps around the warm-toned wood grain. Put all the watch displays into the same relaxed luxury.

Design Concept

First, rather than using ostentatious decoration, design should focus on using a more neutral style of design that maintains an elegance without being too obvious. High-end materials for their inherent quality rather than decorative accents. As an example, walnut wood, stainless steel , and glass should come together to create an understated yet very rich environment.

Second, the display should allow customers to engage with the watch by providing an elevated viewpoint and ample light. Customers should not have to reach for the items on display or strain their necks or bodies while doing so.

Material

Basement wall: A continuous vertical walnut wood wall consists of horizontal strips of walnut with a uniform width of 25 millimetres in between each strip. The display cabinet is walnut wood that has been finished to match the wall and has an additional layer of handmade texture.

Display case: The display case frame constructe brushed stainless steel, which in silver-grey. This colour provides contrast to the dark colour of the wood, thus creating a lighter appearance. The display case top display platform from ultra-clear glass and has embedded LED lights to illuminate the contents of the display case from below. The glass allows viewers tosee the details of the wristwatch.

Window display box: A window display box directly in front of the wall at the entrance to the store. Four black border display boxes, positioned on a white velvet base and topped with point light lighting, house wristwatches. Even passersby will clearly be able to see the wristwatches on display in the window.

Furniture

The central island counter is of stepped design. The main display surface is 15 centimeters higher than the operation counter, allowing customers to look straight down at the wristwatch without having to bend over. The front of the display cabinet has the brand logo. What’s more practical is that there is an open storage compartment of 20 centimeters at the bottom of the display cabinet.

The built-in display cabinets on the wall are just the right size to accommodate 1-2 wristwatches. The glass of the display cabinets is treated to prevent fingerprints, so even if customers pick up the wristwatches to try them on multiple times, there won’t be any marks that affect the appearance.

Decorating

The store has minimal amount of accessory decorations. The only decorations in the form of posters are the same as the material on the walls. The ceiling has only two types of lighting; recessed pendant lighting for general illumination and strip diffused lighting above display cabinets for targeted lighting.

Light box columns are vertical decorative elements. They consist of walnut wood and plastic, with the front of the plastic covered with high-quality printed images of the watch. The light boxes have LEDs in the base shining upward to illuminate the area of the column. The columns function as both decorative elements and product indications and accomplish both with one design approach.

In short, the design of CHRONO is not for aesthetics alone. It is designed to enable customers to understand the value of the watch. It uses the warmth of wood to eliminate the distance perception of luxury goods. With the delicacy of details, it amplifies the elegance of the watch. Ultimately, this space becomes an embodiment of time and beauty.