Swiss luxury watchmaker Breitling has opened its first flagship boutique in Asia, in WF Central retail centre Beijing.
Breitling CEO Georges Kern was on hand for the ceremony along with Jacques Bothelin, Captain of the Breitling Jet Team, renowned Chinese actor Lei Jiayin, and renowned Chinese actress and singer Han Xue.
The Breitling flagship boutique in WF Central took around half a year to complete. The new 152-square-meter design concept incorporates shopping space for customers with a display of more than 200 timepieces, representing Breitling’s entire product range, along with the Navitimer 8 novelties and some exclusive limited editions.
WF Central is property investment and management group Hongkong Land’s premium lifestyle retail centre in China. At the store’s opening a full-sized replica of an L-39C Albatros jet was on display as a call back to the brand’s aviation heritage.
The boutique features more than 10,000 exclusive Japanese bricks that were used to construct the huge wall with its neon Breitling logo from the 1960s. Another vintage logo, a stylized ‘B’ adorns a yellow mesh wall.
Guy Bove, Breitling’s design director, said: “With our redesigned boutiques, we are respecting our long, impressive heritage, but are doing so by creating a relaxed, stylish environment. We are opening our doors to a new generation of Breitling enthusiasts.”
Georges Kern, CEO of Breitling, added: “Launching our new boutique style in this city underscores the importance of the markets in Asia and particularly in China for our brand. We’re delighted that our Chinese friends will get to know our products and our heritage in this urban Breitling environment.”