Fans of Swiss high-end watchmaker Breitling will find eight floors dedicated to its luxury lifestyle and collections at the new flagship store in Central London.
Breitling opened the doors of its largest European boutique, a townhouse on Regent Street, on Saturday. The building includes a boutique covering 210 sq m across two-and-a-half floors, as well as a basement bar and lounge.
The interiors have been remodelled to showcase the brand’s unique design concept, a contemporary urban interpretation of an industrial loft. Original architectural features have been preserved, such as the generous windows and high ceilings, while an ornate cast iron lift has been restored to its original condition to serve the building’s eight floors.
The environment is designed to reference mid-20th-century industrial design, in a nod to the time when Breitling’s timepieces earned it is solid reputation.
Georges Kern, Breitling CEO said: “The Townhouse extends our loft concept, creating a stylish, cool and informal environment in an iconic London location that perfectly welcomes our customers and also reflects the inclusive character of our brand. “It is significant that the Townhouse is located in the UK as our second largest global market, and we are thrilled to cement our commitment to the UK though this new home.”
Considered one of London’s leading shopping hubs, Regent Street is home to many global brands. Last year, Belstaff opened a new store on the famous thoroughfare, while H&M unveiled a new Home concept store. Microsoft also chose Regent Street for its first European flagship store.
In addition to the new shop, Breitiling also operates a store on New Bond Street, and further locations at Westfield London and Westfield Stratford City. The brand is also available in the UK via various retailers including Ernest Jones, Bucherer and Fraser Hart.
The Crown Estate’s Katerina Mercury, commented: “We are delighted to welcome Breitling, another global brand which has chosen to establish its flagship home on Regent Street. The Breitling Townhouse has embraced the heritage of Regent Street and the building, with a stunning industrial interior bringing the brand to life.”