Set in the fashionable Hannam district of Seoul, South Korea, the watch brand’s newest flagship opened in March 2022 with a street-level Breitling Café and its first-ever restaurant, Breitling Kitchen upstairs.
The 8,000 square foot store occupies two floors, and its mixture of hospitality and retail sets a new direction for Breitling.
“It’s the complete Breitling experience under one roof,” says Breitling CEO Georges Kern.
“This new flagship is unlike anything you’ve ever seen in watch retail. From the moment you step in, you’ll recognize the relaxed, industrial-loft-inspired atmosphere that says everything about our casual, inclusive, and sustainable approach to luxury,” he adds.
Breitling says the showroom offers a hint at what to expect from the business as a leader in the neo-luxury space, with hospitality becoming an increasingly important part of the brand footprint.
Hannam has the signature design elements Breitling is incorporating into all of its flagships and boutiques around the world, most of which are run in partnership with authorised dealers.
It is decorated like a modern loft apartment with decorative objet including aviation equipment, surf boards, and vintage motorcycles.
This is part of Breitling’s push to become more of a lifestyle brand, and the Hannam showroom even offers a variety of branded goods including hats and jackets alongside its watch collection.
There is a Breitling Café on the ground floor and a Breitling Kitchen occupying the entire first floor if a customer wants a more substantial meal amid horological references linked to Breitling’s three product line pillars: watches for air, land and sea.
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