Breitling has closed its Manhattan flagship store for a major renovation to the new industrial loft style that has been rolling out across the world.
Until it reopens in October, the Swiss watchmaker is working out of a pop-up store a few doors down from the flagship on Madison, and is using the space to promote this year’s brightly colored Superocean Heritage ’57 Pastel Paradise Capsule Collection and the brand’s carefully crafted association with surf culture.
Breitling’s pop-up may prove just as popular as the more more industrial look it will adopt at its main store.
Pastel shades light up the space in a way that may appeal more to female customers than the regular stores that feature more masculine themes including motorcycles, aviation, surfing and motoring.
Although the pop-up boutique is themed along the lines of the Superocean Heritage ’57 Pastel Paradise Capsule Collection, Breitling is offering the full range of watches at the store.