Breitling will open its first UK flagship in London next month.
The 2,700 sq ft two-floor shop will open on the city’s New Bond Street, where the brand said it will be ideally positioned to target both domestic and international shoppers.
The shop will carry Breitling’s regular watch collections as well as limited-edition timepieces, and there will be a watchmaker installed in the store whose workshop will be visible to customers.
Breitling said that there will be "no pretence" surrounding the shop, which it said will feature aviation themes delivered through bold pop art and subtle touches such as the steps of its solid American black walnut staircase being curved underneath to reflect an aeroplane wing. The brand said it has created a " functional retail space that would be both warm and inviting, as well as blend with the glamour of a modern architectural environment".
Breitling UK chief executive Marie Bodman added: “We are truly delighted to finally be nested in such a rich and venerable retail environment; it was well worth the wait as Bond Street is quite simply the mythical address that every luxury lover dreams of.“
In addition to the London shop Breitling has boutiques in the US, Paris, Beijing and Hong Kong.