Swiss luxury watchmaker, Breitling, has opened a new boutique at Dubai Mall’s Fashion Avenue. It is the brand’s latest retail space to feature the new ‘urban contemporary’ concept. To mark the special occasion, Breitling’s brand-new ‘Premier Collection’ of timepieces were also unveiled in the Middle East for the first time.
The official opening ceremony on December 12 was attended by Breitling CEO, Georges Kern, along with Aed Adwan, Managing Director, Breitling Middle East, India and Africa, and Mohammed Abdulmagied, Chief Commercial Officer of Ahmed Seddiqi & Sons.
“The launch of Breitling’s new concept boutique indicates the importance of the Middle East market to Breitling. Our new approach blends contemporary design with inspiration from our rich heritage and its ties to aviation. We’re not only here to celebrate our new boutique, but also to welcome our very first modern Breitling collection dedicated to everyday elegance – the Premier Collection.” – Georges Kern, Breitling CEO
“The new boutique marks a new milestone for our relationship with Breitling in Dubai. We are thrilled to be a part of the exciting launch of the brand’s new boutique concept,” added Abdulmagied.
The new 136 square-metre boutique’s new ‘urban contemporary’ concept is 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 excellent measuring tools earned Breitling a formidable reputation. A hand-painted mural, unique artefacts like aircraft propellers and a full-sized pool table combined with bespoke furniture vividly bring to life the worlds of ‘land, sea and air.’ The boutique is designed to welcome guests into a relaxed, creative environment.
“Following the opening of our regional head offices in Dubai earlier this year, Breitling’s new industrial-chic boutique concept is set to offer a truly immersive experience to the Middle East’s eclectic watch community,” said Aed Adwan.
The new boutique is now home to Breitling’s entire range of timepieces, including the recently introduced Superocean Héritage II Chronograph 44 Outerknown, the Navitimer collection, and of course, the brand-new Premier collection. The latter introduces five distinct new models to the Breitling range. While the brand is highly regarded for its aviator and diver’s watches, these new eye-catching timepieces have been created for those with their feet on the ground; “Breitling’s first environment.”
The ribbon-cutting ceremony was followed by a launch party in Downtown Dubai, featuring live entertainment, experiential dining and ‘land, sea and air’ experiences. The event was attended by around 200 VIPs and local dignitaries, as well as senior representatives from Breitling and Ahmed Seddiqi & Sons. The occasion was used to introduce the recently assembled regional team that will be based in the Breitling Middle East office in Dubai alluded to by Adwan.
Apart from the formalities, the guests were treated to an immersive brand experience with specially designed beverages and hors-d’oeuvres based on the brand’s thematic worlds of ‘land, sea and air.’ There was also an innovative photo booth inspired by the Breitling Cinema Squad, designed to create an enduring impression of the brand’s dynamic values of action, purpose, and pioneering spirit.