Inside the 37-Brand Checklist for Central Embassy and Central Chidlom: Who Sits Where, and Which Store to Walk First

The 2026 brand checklist for Central Embassy and Central Chidlom runs to 37 names. Of those, 9 trade in both buildings, 18 are exclusive to Central Embassy and 10 are exclusive to Central Chidlom. That gives Central Embassy 27 brands in total and Central Chidlom 19. Both sit on Ploenchit Road and can be covered in a single trip.

Only 9 of These 37 Brands Can Be Found in Both Buildings

The common assumption is that the two share more or less the same brand list, so one building will do. Laid out side by side, the overlap is 9 of 37, or 24%. The other 28 trade in one building only, which means walking just one of them misses 76% of the list.

• In both buildings, 9 brands — start wherever suits you

• Balenciaga

• Bottega Veneta

• Burberry

• CHANEL

• Christian Louboutin

• Gucci

• Maison Margiela

• Prada

• Versace

• Central Embassy only, 18 brands

• ALAÏA

• AMI Paris

• Audemars Piguet

• Blancpain

• Cartier Watch

• Cortina Watch

• Hublot

• Longchamp

• Marni

• Max Mara

• MCM

• Omega

• Ralph Lauren

• Tory Burch

• Vacheron Constantin

• Van Cleef & Arpels

• Vivienne Westwood

• Zegna

• Central Chidlom only, 10 brands

• BVLGARI

• Celine

• Dolce&Gabbana

• Fendi

• Jimmy Choo

• Loewe

• Louis Vuitton

• Miu Miu

• Roger Vivier

• Tod’s

What Exactly Gets Missed by Walking Only One of Them?

Central Embassy alone gives 27 brands but skips the 10 exclusive to Chidlom, among them Louis Vuitton, Celine, Fendi and Loewe. Central Chidlom alone gives 19 but skips 18, including almost the entire watch category. The 27 against 19 is a gap of 8 brands, yet the real difference is in what kind of brand each building holds, which matters more than the count.

Not One of the 9 Watch and High Jewellery Houses on the List Appears in Both Buildings

Regroup the list by category rather than alphabetically and the split becomes obvious. Nine of the 37 are watch or high jewellery houses, and none of them trade in both buildings. Eight cluster at Central Embassy: Audemars Piguet, Blancpain, Cartier Watch, Cortina Watch, Hublot, Omega, Vacheron Constantin and Van Cleef & Arpels. BVLGARI stands alone at Central Chidlom.

Where Should a Watch Buyer Start?

Start at Central Embassy and cross to Chidlom afterwards. Trying watches takes far longer than choosing a bag: bracelet sizing, waiting while a piece is brought up from the safe, booking time with references that are not on display. Leaving that category to the end of a trip rarely leaves enough time. The one exception is a buyer set on BVLGARI, who should flip the order and begin at Chidlom.

All 3 Dedicated Shoe Houses Sit at Chidlom, and Central Embassy Has None of Its Own

Footwear splits just as cleanly. Four brands on the list are shoe houses first, and 3 of the 4 trade only at Central Chidlom: Jimmy Choo, Roger Vivier and Tod’s. The fourth, Christian Louboutin, is the only shoe house on the list present in both. That leaves Central Embassy without a single exclusive shoe specialist.

Leather goods lean the same way. Louis Vuitton, Celine, Fendi, Loewe, Miu Miu and Dolce&Gabbana, 6 brands in all, trade only at Chidlom. The 10 exclusive to Central Embassy skew towards ready-to-wear and contemporary labels instead, among them ALAÏA, AMI Paris, Marni, Max Mara, Ralph Lauren, Vivienne Westwood and Zegna.

Where Should the First Bag of the Year Be Chosen?

For a main leather bag from a French or Italian house, begin at Central Chidlom, where the choice is concentrated. For something fewer people are carrying, Central Embassy has the edge on contemporary labels with only a handful of Thai stockists, ALAÏA, whose first Thai store opened at Central Embassy, among them.

The Two Buildings Connect, but the Order You Walk Them Changes the Rest of the Trip

Both stand on Ploenchit Road, and Central Embassy’s own site lists Central Chidlom as an anchor of the complex, so one leads to the other without a car in between. Central Chidlom is a seven-storey building and the Central group’s original flagship on this stretch of road. Central Embassy opened in 2014 at 1031 Ploenchit Road.

Central Chidlom reopened on 12 December 2024 after a 4-billion-baht renovation under the name The Store of Bangkok. Central Retail puts its count at over 500 fashion brands and over 150 beauty brands, the latter across a Beauty Galerie of more than 6,000 square metres. That investment is why this side is the denser one for bags and shoes.

Which BTS Station Is the Right One?

It depends on where the trip starts. Chit Lom station feeds into Central Chidlom and Phloen Chit station feeds into the Central Embassy side, and the two are adjacent stops on the Sukhumvit line. Watches first means getting off at Phloen Chit; bags and shoes first means Chit Lom, then working back the other way so nothing has to be carried twice.

This Checklist Does More Than Say Where a Brand Is. It Sets the Order to Walk Them In

What the 37-brand list really does is turn an unplanned afternoon into a sequence. Watch buyers open at Central Embassy, bag and shoe buyers open at Central Chidlom, and the 9 brands present in both stay in reserve for whichever end of the trip has time left. For anyone with half a day, knowing that order saves more time than knowing how many brands each building holds.

To place these two against the rest of Bangkok before planning a trip, read our 2026 guide to which luxury brands sit in which Bangkok mall alongside this one for the citywide picture.

Brand names and building placements are taken from the 2026 Central Embassy and Central Chidlom checklist published on the Luxe Addict page. The grouping by category and the percentages are calculations by the Luxe Addict team. Mall details were checked on 28 September 2026; stores open and close, so confirm with the malls before travelling.