Breitling has officially opened its largest flagship ever, the 750-square-meter Breitling Townhouse Hannam in Korea.
Two floors combine retail with a Breitling Café, terrace, and the first-ever restaurant, Breitling Kitchen - laying the groundwork and setting the tone for the watchmaker as it moves into new offerings that go beyond its core watchmaking business.
"It’s the complete Breitling experience under one roof," explains Breitling CEO Georges Kern. "This new flagship is unlike anything you’ve ever seen in watch retail. From the moment you step in, you'll recognize the relaxed, industrial-loft-inspired atmosphere that says everything about our casual, inclusive, and sustainable approach to luxury."
Breitling's global points of sale take the form of chic industrial lofts that pair vintage decor with streamlined contemporary design for a modern-retro feel. A second recurring motif is "air, sea, and land" – the three universes that the Breitling watch families were developed for.
In the Breitling Townhouse Hannam, these complimentary design themes play out on their largest scale yet.
In the 180-square-meter dedicated retail space, Breitling showcases its latest watch collections in an aviation-lounge-inspired atmosphere. This is complemented by a shop-in-shop carrying tools and accessories inspired by the brand's universes.
The new Breitling Kitchen run in cooperation with chef Kim Hyeong-Kyu, will host visitors who can choose from seating zones themed by air, sea, and land or reserve a private dining room in the Breitling universe of their choice.
On the street level, the Breitling Café serves a well-crafted selection of specialty coffees, freshly baked goods, and fine patisseries, and extends to an outdoor seating area.
A walk-through heritage experience tells the Breitling story with interactive displays.
The Breitling Townhouse occupies a prominent corner in the trendy Hannam neighborhood. The district, known for its international embassies and luxury fashion flagships, is in growth mode, with the upcoming opening of a luxury apartment complex and the redevelopment of neighboring Yongsan Park. The Breitling Townhouse’s combination of retail with food and beverage is sure to make it a top destination in this vibrant area.