Breitling Opens New 'Industrial Chic' Boutique In Mall Of The Emirates

08 April 2019
The new store is home to the entire Breitling range of timepieces

Breitling has launched a retail concept in Mall of the Emirates, making it the Swiss luxury third new boutique concept to be opened in the GCC within the last six months, cementing the brand’s commitment to the market.

Breitling CEO Georges Kern presented guests with a first-look at the brand’s latest collection - which was recently launched at global watch fair Baselworld - including impressive new additions to the Navitimer, Superocean and Premier collections.

Speaking at the event, Kern said: “The launch of Breitling’s third new boutique concept in a six-month period indicates the importance of the Middle East market to Breitling. Our redesigned boutiques respect Breitling’s long heritage, but they do so in a stylish, cool and informal environment which blends contemporary design with inspiration from the company’s rich heritage and its ties to aviation.”

Following a ribbon cutting ceremony, Breitling celebrated with a spectacular launch party at Inked, Alserkal Avenue. Over 100 VIP guests and customers were treated to a cocktail party featuring live entertainment, and an experiential dinner centred around Breitling’s three thematic worlds of ‘land, sea and air’.

“We are thrilled to be a part of the exciting launch of Breitling’s new boutique concept,” Mr Saeed, General Manager of Almulla Jewellery Company, said. “We are confident our customers will enjoy being welcomed into the uniquely-designed environment which allows them to explore the brand’s heritage and discover its new watch collections in a sophisticated but relaxed setting.”

Located on the first floor of Mall of the Emirates, Breitling’s new 64m² boutique is the latest retail space to feature the brand’s new design concept — a contemporary urban interpretation of an exclusive industrial loft in a dynamic city.

The design of the boutique is inspired by a mid-twentieth-century industrial building as a nod to a time when the brand’s timepieces and intelligent measuring tools earned Breitling a formidable reputation. Unique props such as aircraft propellers, a bike and a surf board combine with bespoke furniture to vividly bring to life the worlds of land, sea and air.

The new boutique is home to the entire Breitling range of timepieces, with impressive displays for the iconic Navitimer 1 and Navitimer 8, the Premier and the Superocean Héritage II, along with other specially selected watches and some of the brand’s vintage timepieces.