Breitling’s new concession within Zurich’s upmarket Jelmoli department store, which WatchPro broke news on last week, could be rolled out across the world as the brand pushes to serve affluent customers in the highest footfall locations and to make the experience as enjoyable and comfortable as possible.
The concept, based on the industrial loft design elements that have been adopted in Breitling’s top boutique around the world, but with the addition of the gastronomical experience, will soon be rolled out at other key locations, the company says.
Georges, Kern, Breitling’s CEO, recognizes that shopping for luxury watches can be intimidating for new customers, and its new concept aims to address that concern.
“We are proud to be working with Jelmoli, a store that has established itself as a true retail innovator. We wanted to open our first bistro bar in Switzerland, so Jelmoli in Zurich is the perfect place to kick off this open concept, which is completely free of barriers, inviting people to come in. It perfectly reflects the inclusive character of our brand,” he says.
The Breitling bistro bar opened in Jelmodi at the weekend, and offers an informal space where customers can browse watches with the help of experts or simply enjoy a range of refreshements that include wine and champagne along with signature Breitling cocktails such as the Chronomat Punch, the Navitimer Paloma, and the Superocean Refresher.
Food and beverages are provided by the Jelmoli team, which runs another 10 restaurants and bars within the store.