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Breitling arrives in China
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Breitling arrives in China

Tuesday, 03 July 2018
By The FHH Journal editors
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The FHH Journal editors

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2 min read

Breitling has opened its first flagship store in Asia, at WF Central in Beijing. Chief Executive Georges Kern cut the ribbon with Jacques Bothelin, captain of the Breitling Jet Team, actor Lei Jiayin, and actress and singer Han Xue.

At the opening ceremony, Georges Kern, CEO of Breitling, pointed out that introducing the new design concept in Beijing is significant. He said: “Launching our new boutique style in this city underscores the importance of the markets in Asia and particularly in China for our brand. We’re delighted that our Chinese friends will get to know our products and our heritage in this urban Breitling environment.”

Breitling boutique in Beijing
Breitling boutique in Beijing

The Breitling flagship boutique in WF Central took around half a year to complete. Its brand-new design concept incorporates a comfortable and fashionable shopping space for customers and a display of more than 200 exquisite timepieces representing Breitling’s entire product range, along with the Navitimer 8 novelties and some exclusive limited editions. The boutique marks a significant milestone for the brand’s distribution development not only in China but in all of Asia. WF Central, Hong Kong Land’s leading premium lifestyle retail center in China, is at the commercial and political heart of the capital city; its design and scale respect and revitalize the historic ambience of the Wangfujing area.

Located in WF Central, Breitling’s new 152-square-meter boutique, with its imposing nine-meter facade and four-meter ceilings, is ideally suited to the brand’s compelling industrial loft concept. Its design is an artful, modern interpretation of the stylish spaces that characterize mid-twentieth-century industrial buildings. It recalls the period when Breitling created some of the most admired tool watches ever made and, with its striking decor and bespoke furniture, recreates the generous but intimate ambience of an exclusive industrial loft in a dynamic city.

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