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While the “store” concept has gone through a transformation with the integration of marketing and visual arts, a boutique well-equipped to represent this change has opened in Istanbul: The first of its kind in the high-watchmaking industry.

We live in an era in which the first aim of every luxury brand manufacturer is to “express their identity well” in their boutiques. This is why these venues are not only places to showcase their products; they are more akin to art galleries full of captivating installations.

This modern transformation in shopping culture also changes the concept of retailer, which in itself covers different brands.

Entropia, opened in December 2019 in Istanbul, is a “first” in the high watchmaking field in this sense because it hosts many masterpieces in collaboration with international art galleries and artists, in addition to the impressive selection of Cartier, IWC and Panerai watches. At the opening, a sculpture by Fernando Botero and a photograph by Ahmet Ertuğ were presented, and the works of art will be renewed each season.

Entropia, where you will find watches by Cartier, IWC and Panerai from the Richemont Group, and Clock Clock watches that are the project of ‘Humans since 1982’ art studio based in Stockholm, is located at the same building with St. Regis Hotel in Nişantaşı.

This store, named after a 19th century physics theory that explains the use of dissipative energy in an established system, offers the concept of a unique harmony encircling both watch and art lovers.


Roger Dubuis
Piaget Dubuis
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