Beijing, June 27, 2018 – Swiss luxury watchmaker Breitling celebrated the grand opening of its first flagship boutique
in Asia in WF Central, 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.
At the opening ceremony, Georges Kern, CEO of Breitling,
pointed out that introducing the new design concept
in Beijing is significant. He said: “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
The event was attended by actor and friend of the
brand Lei Jiayin, who wore the new Navitimer 8 B01
Chronograph 43 as he enthused about Breitling: “A
wristwatch is a man’s best friend and should reflect a
professional attitude, a dedication to precision, and a
rich heritage, all of which I find with Breitling.” Actress
Han Xue wore a Breitling Navitimer 1 Automatic 38 that
perfectly complemented her elegance and her chic,
sporty style. The two good friends were among the more
than 100 guests in attendance on the boutique tour.
The Breitling flagship boutique in WF Central took around
half a year to complete. Its brand-new design concept
incorporates a comfortable and fashionable shopping
space for customers and a display of more than
200 exquisite timepieces representing Breitling’s entire
product range, along with the Navitimer 8 novelties
and some exclusive limited editions. The boutique
marks a significant milestone for the brand’s distribution
development not only in China but in all of Asia.
WF Central, Hongkong Land’s leading premium lifestyle
retail center in China, is at the commercial and
political heart of the capital city; its design and scale
respect and revitalize the historic ambience of the
Wangfujing area. By opening its first flagship boutique
in this landmark location, Breitling is paying tribute
to the area while updating its trailblazing innovative
spirit for a new era.
Today, Breitling retains a special place in the hearts
of pilots. The brand’s long-established ties to aviation
are best – and most spectacularly – represented by its
partnership with the Breitling Jet Team. On the event’s
grand opening day, a full-sized replica of an L-39C Albatros
jet was on display at the location. Set against
the backdrop of the Serpentine Pavilion Beijing, the
eye-catching jet left guests with an enduring impression
of the brand’s aviation heritage.
Located in WF Central, Breitling’s new 152-square-meter
boutique, with its imposing nine-meter facade and
four-meter ceilings, is ideally suited to the brand’s
compelling industrial loft concept. Its design is an artful,
modern interpretation of the stylish spaces that
characterize mid-twentieth-century industrial buildings.
It recalls the period when Breitling created some
of the most admired tool watches ever made and, with
its striking decor and bespoke furniture, recreates the generous but intimate ambience of an exclusive industrial
loft in a dynamic city.
The boutique features some exquisite materials and
furniture: more than 10,000 exclusive Japanese bricks
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. The floor is made
of waxed concrete combined with American walnut.
No less compelling are the displays of Breitling’s remarkable
watches: the metal structures are a stunning
reinterpretation of industrial shelves and represent
water, land, and air, the three environments where the
watches have long distinguished themselves.
The creative, trendy entrance bar is a masterpiece
in its own right. It offers an attractive display of the
watches and serves to present Breitling’s products to
its visitors, who can also play a game or two on the
professional pool table.
Guy Bove, Breitling’s Design Director, is convinced that
the new boutique concept will appeal to longtime fans
of the brand and also welcome new ones. He commented:
“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.”
Since 1884, Breitling has established itself a global
reputation for high-precision timepieces, its pioneering
role in the development of the wrist chronograph,
and its uncompromising commitment to design excellence.
With the brand’s storied association with
aviation, Breitling has shared the finest moments in
humankind’s conquest of the skies. Renowned for
its spirit of innovation, it has also earned a place of
privilege in the worlds of science, sport, and technology.
Breitling manufactures its own movements inhouse
and the quality of every watch is confirmed by its
status as a COSC-certified chronometer, made in