Swiss watchmaker, Breitling, has recently opened its largest boutique to date in Seoul, South Korea, in the trendy Hannam district. Home to luxury retailers and fine dining, the Hannam district was the natural choice for Breitling to locate such an important addition to its growing number of stores around the world. The two-story 8,000-square-foot Breitling Townhouse Hannam combines retail with a Breitling Café, terrace, and its first-ever restaurant, Breitling Kitchen with noted chef Kim Hyeong-Kyu at the helm.
All Breitling boutiques around the world are designed as elegant industrial lofts with a modern-retro feel and they combine vintage decor with streamlined contemporary design. 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 design themes are very prominent. The boutique itself is a 2,000-square-foot retail space that houses Breitling’s latest watch collections that are on display in an aviation-lounge-inspired atmosphere. Speaking about the brand’s newest location, Breitling chief executive, Georges Kern, explained: “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.”
Breitling Kitchen offers guests the choice of seating in air, sea, or land-themed zones, or one can even reserve a private dining room in the Breitling universe of their choice. Serving a large assortment of well-crafted specialty coffees, freshly baked goods, and fine patisseries, Breitling Café is an inviting street-level coffee shop. Visitors can also enjoy an outdoor terrace that serves as both an extension to the café and a private event space. In addition, the Vintage Corridor, a walk-through heritage experience, provides interactive displays that tell the fascinating history of Breitling.