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.
“Launching our new boutique style in this city underscores the importance of the markets in Asia and particularly in China for our brand," Georges Kern said. "We’re delighted that our Chinese friends will get to know our products and our heritage in this urban Breitling environment.”
The Breitling flagship boutique in WF Central took around six months to complete. Its brand-new design concept incorporates a comfortable shopping space for customers and a display of more than 200 timepieces representing, including the new Navitimer 8 models and some exclusive limited editions. The new 152 square-metre boutique, which has an imposing nine-metre high façade and four-metre high ceilings, marks a significant milestone in the development of the brand’s distribution network not only in China but across Asia.
WF Central, a leading retail center in China, is at the commercial and political heart of the capital; its design and scale respect and revitalize the historic ambience of the Wangfujing area.
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.
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."
