A mission to clear the streets of San Francisco over the winter has been seen as the most successful attempt in years to get homeless camps out of the city center and is encouraging leading brands to return.
Breitling is the latest luxury marque to show faith in the turnaround after opening a 1,400 square foot showroom at 299 Post Street in the central Union Square neighborhood.
“As other brands are pulling out of San Francisco and closing stores, Breitling is doubling down on their brick- and-mortar retail expansion and sees a true opportunity for retail growth in one of the country’s biggest markets,” the company says.
Thierry Prissert, Breitling USA president, adds: “Visitors to the boutique can truly immerse themselves into the world of Breitling. As the Breitling brand continues to grow, our retail development remains a priority. We have a robust strategy for our North American expansion and are thrilled to bring the Breitling experience to San Francisco, California.”
Although the corner showroom is laid out over one one street-level floor, it has double-height ceilings and a vertical retro Breitling sign that stretches up to the top of a fifth floor.
Those high ceilings could come in handy for Breitling’s new brand ambassador, Milwaukee Bucks Greek Freak Giannis Antetokounmpo.
The 6-foot 11-inch NBA star has gone further than a photo shoot with Breitling, he has helped to design two new limited edition versions of the Chronomat B01 watch in steel or rose gold.
Breitling has also made a unique, one-of-one gold Chronomat chronograph for the star with a green dial, white subdials and gold applied Arabic numerals. It comes on a solid gold Rouleaux-style bracelet.
“There is a video of the moment I first unboxed the chronograph. My face says it all. I was blown away to see it come to life,” Mr Antetokounmpo says.
The entry level Giannis Antetokounmpo piece is a green-dialed Chronomat Automatic GMT in a 40mm steel case on steel Rouleaux bracelet.
It has a closed case back, signed by Mr Antetokounmpo, protecting its Breitling Caliber 32 COSC-certified movement.
The watch is on sale now for $6,150.
The Greek Freak’s more expensive contribution is an 18ct gold Chronomat B01 42 chronograph with a green dial and black chronograph subdials.
It has an exhibition case back exposing a Breitling Manufacture Caliber 01 movement, which is also accurate to COSC standards.
Breitling is offering the watch on a gold Rouleaux-style bracelet or a black rubber strap with the same tubular design.
It is on sale now for $23,000.
