“A wristwatch is a man’s best friend and should reflect a professional attitude, a dedication to precision, and a rich heritage, all of which I find with Breitling,” said the actor and friend of the brand Lei Jiayin, who wore the new Navitimer 8 B01 Chronograph 43 to the launch of the boutique. Featuring a display of more than 200 timepieces which represent Breitling’s entire product range, the boutique will also be showcasing the Navitimer 8 novelties and some exclusive limited editions.
The completion of the WF Central, Beijing boutique represents a significant milestone in the brand’s distribution development in the Asian continent overall. 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.”
The boutique features some exquisite materials and furniture iconic to the brand. 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.”
