IN PICTURES: Breitling presents a fresh concept at Swiss monobrand boutique

Breitling Zermatt 5

Breitling has unveiled a fresh new style for its monobrand boutique in the affluent Swiss Alpine town of Zermatt.

The showroom has little of the aviation-themed styling found in its London flagship, focusing more on youthful blonde woods and cool steel architectural details.

There is a retro American vibe to the space, with some elements and details drawn evoking the feel of a Midwest diner.

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The only imagery is of Hollywood legend Steve McQueen dressed ready for his motor racing passion.

Breitling is not alone as a luxury Swiss watch brand in Zermatt; the resort’s wealthy visitors are also targeted by Bucherer, Hublot and Omega boutiques.

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Rob Corder

The author Rob Corder