Breitling celebrated the reopening of its Madison Avenue flagship boutique after a full redesign. The event, held in the heart of Manhattan, brought together global stars and Breitling enthusiasts from around the world.
Breitling CEO Georges Kern commented in a statement: “Forget all your notions of what a watch showroom looks like. With this boutique redesign, we’ve created a relaxed, uplifting, and inclusive environment that you’ll feel the moment you step through the door. By redefining the whole premise of the retail experience, we’re achieving our vision of being the undisputed leader of neo-luxury.”
Breitling opened its first flagship boutique in the world in New York City in 2011. In 2016, the boutique was relocated to 575 Madison Avenue. The redesigned space features two stories, 90 feet of wrap-around sidewalk frontage, and 4300 square feet in which to showcase the latest Breitling watches. The location is also the world’s first outpost of Breitling Equipment, the brand’s new travel-and-lifestyle accessories collection.
The Madison Avenue redesign is based on the distinctive industrial-loft aesthetic. Each boutique offers its customers a casual, stylish, modern-retro ambiance. The brand’s three “universes”, air, sea, and land, are reflected in the decor, which includes aircraft-inspired elements, surfboards, and vintage motorcycles. Relaxed watch bars and lounge areas invite visitors to explore the timepieces in comfort and at their own pace.
Breitling USA President Thierry Prissert added: “The new, inviting aesthetic and design will be the ultimate destination for any Manhattan-based watch aficionado and for those visiting from around the world. We are looking forward to the new boutique becoming a relaxing and inclusive environment to welcome our local clients, as well as new customers who enjoy watches with a tasteful yet approachable luxury style.”
Since 1884, Breitling has established a global reputation for high-precision timepieces, its pioneering role in the development of the wrist chronograph, and its commitment to design excellence. Breitling manufactures its own movements in-house.
