Swiss luxury watchmaker, Breitling, has opened the doors to its new retail concept in Mall of the Emirates, Dubai. The store is Breitling’s third new boutique concept to be opened in the GCC within the last six months, cementing the brand’s commitment to the market.
Located on the first floor of Mall of the Emirates, Breitling’s new 64m-square-meter 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 surfboard combine with bespoke furniture to vividly bring to life the Breitling’s three thematic worlds of ‘land, sea, and air’.
“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,” said Breitling CEO Georges Kern.
The new boutique is home to the entire Breitling range of timepieces, with 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.
During the boutique opening, 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 new additions to the Navitimer, Superocean and Premier collections.
“We are thrilled to be a part of the exciting launch of Breitling’s new boutique concept. 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,” said Saeed, General Manager of Almulla Jewellery Company.