Siam Piwat underscores Bangkok’s emergence as a Top 4 global luxury destination for new brand openings

Bangkok (May 29, 2026) – Bangkok is emerging as a world-class leader in the luxury industry, placing 4th globally for new luxury brand openings in Savills Research’s “Top 10 Global Alpha & Destination Cities,” joining the ranks of major metropolises like New York, Beijing, and Paris.

A key driver behind this success is Siam Piwat’s role as a game changer in luxury retail and the world-class pioneer of the luxury destination model. As a market leader holding a 70% share of Thailand’s luxury retail sector, Siam Piwat has played an instrumental role in elevating Thailand into a premier destination for global travelers and luxury brands alike.

- Siam Paragon and ICONSIAM have doubled the floorspace for luxury stores, reinforcing their status as preferred destinations for world-leading brands. Between 2025 and May 2026, the two venues saw the launch of more than 40 new luxury brands and concept stores, totaling over 14,000 square meters, with new duplex and triplex stores continuously unveiled to provide a comprehensive range of products and services and cater to affluent customers.

- Siam Paragon continues to strengthen its position as Thailand’s premier luxury destination with a series of prestigious brand openings. In June, The Row, an American luxury fashion brand renowned for its quiet luxury aesthetic, will launch its first boutique in Thailand and Southeast Asia, while Fauré Le Page, the legendary French leather goods brand, is set to make its Thailand debut in August. Roger Dubuis will also expand its presence with a new boutique at Siam Paragon.

- ICONSIAM continues to attract leading names in high watchmaking. Jaeger-LeCoultre will open a new boutique in June 2026, followed by Chopard and Blancpain in July and October, respectively. The continued investment by renowned Swiss watchmakers reflects the robust growth of Thailand’s luxury watch market.

- The expansion includes exclusive luxury brand concepts never before seen in Thailand and includes the highest number of duplex luxury boutiques in the country.

- Siam Piwat’s platforms have consistently delivered some of the highest sales performance in the region, with several brands consistently ranking among the top-performing stores worldwide.

- The venues offer a curated selection of world-class dining experiences that meet the needs of luxury lifestyles.

Thanks to its robust luxury ecosystem, anchored by Thailand’s largest high-spending member base, a global partner network, and the ability to create experiences that resonate with high-net-worth individuals from around the world, Siam Piwat has transcended its status as just a shopping destination and has established itself as a platform that seamlessly integrates luxury retail, lifestyle, and world-class experiences.

Today, Bangkok is no longer just a major global tourist hub, but has ascended to become one of the world-class luxury destinations to watch.

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