First in Shanghai is our column series documenting the rise of Shanghai's "debut economy," a model built on being first, fast, and everywhere at once. What started as a policy initiative has morphed into a citywide phenomenon: part economic strategy, part cultural spectacle. In this series, we'll explore how brands – both local and global – are choosing Shanghai not just to launch products, but to create moments. It's retail as ritual, commerce as event, and we're here to unpack what it all means.

This week, we're spotlighting exciting new openings – from Vacheron Constantin's watch experience and 67 Pall Mall's Shanghai debut, to GOGOGYM, the country's first dog fitness club. Whether you're into luxury, pups or sweet treats, there's something for everyone. Read on for the full list.

Vacheron Constantin | 江诗丹顿

To celebrate its 270th anniversary, Swiss watchmaker Vacheron Constantin, established in 1755, launches "The Quest" – an experience set to tour globally.

Zhangyuan is its first stop on the Chinese mainland. The exhibition will feature seven zones, offering visitors a rare opportunity to explore the brand's pursuit of harmony between mechanical precision and artistic beauty, showcased through over 100 archival timepieces and museum-grade exhibits.

In addition, the company is unveiling a series of limited-edition timepieces to commemorate the anniversary. Each watch features a delicately engraved geometric dial inspired by the Maltese cross, with every movement engraved with a special 270th anniversary emblem.

Exhibition Dates: Through July 20

Opening Hours: 10am-8pm

Address: Zhangyuan W4, 258 Maoming Rd N. | 茂名北路258号张园W4

67 Pall Mall

67 Pall Mall, a private members' club for wine lovers founded by Grant Ashton in London in 2015, is set to open its first Chinese mainland location next year.

The club will be housed in the historic Da Gong Guan mansion, a 1,330-square-meter garden residence built in 1925 by British merchant Raymond Menashih Joseph.

Over the past century, the mansion has served as the residence of prominent Chinese business figures, the site of government offices, and even hosted diplomatic meetings – most notably between former Premier Zhou Enlai and then-US President Richard Nixon – making it a landmark in Shanghai's diplomatic history.

Members of club enjoy direct access to leading winemakers from around the world and can sample some of the world's finest wines at prices far below standard restaurant markups.

The wine list spans 5,000 bottled wines and 1,000 wines by the glass, sourced from 40 countries – featuring both world-renowned wineries and hidden gems.

Opening date: 2026

Address: Da Gong Guan, 7 Donghu Rd

东湖路7号大公馆

GOGOGYM

GOGOGYM, the country's first fitness club for dogs, has opened in Shanghai.

Spanning nearly 300 square meters, the space is divided into four zones: retail, fitness, spa and massage. The gym is designed in blue and yellow – two colors dogs are best able to recognize.

There's a wide range of dog-specific fitness equipment.

One highlight is a dog movement analyzer, which includes a pressure-sensitive treadmill and multiple synchronized video cameras. It tracks a dog's walking rhythm and pressure distribution, helping assess motor function and limb health. This makes it possible to detect early signs of arthritis, spinal issues or muscle injuries – before symptoms become obvious. Based on the data, the gym can provide a personalized "exercise prescription" for each dog.

Another popular feature is the dog treadmill, specially designed to match a dog's body structure and stride. Coaches are on hand to select suitable equipment based on the dog's size, condition and personality.

There's more: dog yoga and pilates sessions, essential oil massages and even hydrotherapy! The spa includes a temperature and pressure adjustable pool, plus a high-tech underwater treadmill that uses soft, filtered, oxygenated water. Only three of these machines can be found in Shanghai.

The gym offers annual passes as well as single-experience bookings. Individual sessions are priced at between 300 and 599 yuan (US$42-83).

Opening hours: 10am-9pm

Address: L1-16 & L1-18, Zone A, West Bund Central, 288 Ruining Rd

瑞宁路288号西岸中环A区L1-16 & L1-18

CONECT X

CONECT X, a popular South Korean streetwear brand, has opened its first store in China at TX Huaihai.

CONECT X is renowned for its handmade tie-dye designs. Founded in 2019 in Seoul, South Korea, the brand is known for its three signature techniques: hand-painted dyeing, manual bleaching and flock print. These techniques give each item a unique texture and rarity.

Targeting Gen Z, the brand is positioned in the mid-range price segment and primarily offers menswear, gender-neutral styles and womenswear, aligning with the growing trend of genderless fashion.

Opening hours: 11am-10pm

Address: TX Huaihai, 523 Huaihai Rd M. | 淮海中路523号

GORE®WEAR

GORE®WEAR, a leading global brand for high-performance cycling apparel, has opened its first global flagship store in Shanghai.

The store not only features the full range of cycling and running apparel but also includes an interactive technology zone where customers can experience the benefits of Gore-Tex fabric up close.

Founded in 1985, GORE®WEAR is driven by a brand spirit of "continuous breakthroughs." This ethos is reflected in its iconic products, including the world's first cycling jacket made from breathable and waterproof Gore-Tex fabric.

The opening of this store marks the brand's full-scale launch in the Chinese market, with plans to open 10 flagship stores in first-tier cities over the next three years.

Opening hours: 11am-8pm (Mondays-Fridays), 10am-8pm (weekends and public holidays)

Address: Bridge 8, 457 Jumen Rd

局门路457号8号桥

Yoajung | 优格家

Popular among South Korean idols, Seoul-based yogurt ice cream brand Yoajung has opened its first Chinese mainland store in Shanghai.

Yoajung has over 650 stores in South Korea, featuring ice cream made from fresh milk and fermented yogurt with less sugar to keep desserts guilt-free. The creamy texture and refreshing taste melt instantly, delivering a delightful surprise.

You can also make your own creations with over 40 toppings, including fresh fruit, honeycomb and crispy bits.

For the grand opening, Yoajung unveiled a star-inspired toppings board, showcasing how K-pop idols like Choi Yeonjun and Yang Jungwon enjoy their ice cream.

Opening hours: 10am-10pm

Address: LG2, iamp mall, 999 Huaihai Rd M.

淮海中路999号上海环贸广场LG2