If you have walked past Breitling’s flagship store on New York’s Madison Avenue recently, you might have noticed a change.
The 4,300 sq ft glass-fronted boutique has undergone a serious makeover – one that Breitling USA president Thierry Prissert is immensely proud of.
The design of the store, which benefits from 90 feet of wraparound sidewalk frontage, has been redesigned to reflect the industrial loft interiors that have been spreading throughout the Breitling retail network.
Thierry describes the new-look boutique as “a relaxed, uplifting and inclusive environment to welcome watch afficionados from around the globe”.
To celebrate its opening in November, a star-studded bash was thrown, co-hosted by actor and producer Charlize Theron and ballet dancer Misty Copeland, with Breitling chief executive Georges Kern in attendance.
“It was a magical evening, and one of the best events we have ever had at Breitling,” says Thierry.
More than just a fun party, the reopening holds deeper significance for Thierry.
“To see how hard New York was hit by the covid pandemic and how it has come back is especially meaningful to me,” says the Frenchman who moved to the US 23 years ago and now splits his time between homes in Connecticut and Florida.
“The team at our New York boutique has been resilient through these past few years and overcome many challenges. To now have them call the best Breitling boutique in the world their new home, makes me very proud.”
The pandemic has been a tough transition for Thierry, too, who previously spent three weeks of the month on the road visiting Breitling’s retail partners – although it has meant more time on his beloved golf course.
This year he is looking forward to getting back out there, and has high hopes for 2022.
“After a very strong 2021, this could be the best year for Breitling in the US since I began with the brand in 2010,” he says.
“We have a robust strategy in place to maintain the momentum the brand has generated over the past few years and continue to grow our business at a rapid speed.”