Retail in Asia


Breitling opens biggest store globally in Seoul

This February, Breitling has officially opened its newest – and largest – flagship, the 750-square-meter (8,000-square-foot) Breitling Townhouse Hannam. Two floors combine retail with a Breitling Café, terrace, and the first-ever restaurant, Breitling Kitchen. This opening sets the tone for Breitling’s move into new offerings that go beyond its core watchmaking business.

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Breitling’s global points of sale take the form of 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.

The Breitling Townhouse Hannam boasts a 180-square-meter (2,000-square-foot) retail space showcasing Breitling’s latest watch collections in an aviation-lounge-inspired atmosphere, “Breitling Equipment”, a shop-in-shop carrying tools and accessories inspired by the brand’s universes, a restaurant and a café as well as an outdoor seating area that serves as both an extension to the café and a private event space. Visitors get to discover the Breitling story through interactive displays in the Vintage Corridor.

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.

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“It’s the complete Breitling experience under one roof. 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,” said Georges Kern, Breitling CEO.