Breitling Opens World's Largest Boutique in Seoul

Breitling has opened the world's largest flagship store, the Breitling Townhouse Hannam. The store has a sales floor area of ​​approximately 750 square meters and not only sells watches, but also has a cafe and the brand's first restaurant, offering new services.

A Breitling landmark in Seoul's Hannam district

　Breitling has opened its largest flagship store in the world, the Breitling Townhouse Hannam. Located in the Hannam district of Seoul, South Korea, the store boasts a sales floor area of ​​approximately 750 square meters. The two-story store includes a Breitling Café, a terrace, and the brand's first restaurant, the Breitling Kitchen. With this opening, Breitling has begun offering new services beyond watchmaking.

　This area, home to embassies and luxury fashion flagship stores, is undergoing a revitalization process, with the opening of a luxury apartment complex imminent and the redevelopment of the adjacent Yongsan Park underway. The Breitling Townhouse is sure to become a popular spot in this vibrant area.

　Commenting on the new boutique, Breitling CEO Georges Kern said:

“This is the complete Breitling experience in one place. This is a new kind of flagship store, unlike any other traditional watch retailer. From the moment you step inside, you’ll feel a relaxed, industrial loft-inspired atmosphere that epitomizes our casual, approachable and sustainable approach to luxury.”

A new style boutique that goes beyond just watches

　Breitling boutiques around the world feature a chic industrial loft style, combining vintage interiors with a contemporary, clean design to create a modern-retro space. Items such as aircraft models and car parts, which represent Breitling's three themes of "air, sea, and land," are integrated into the boutiques. The Breitling Townhouse Hannam showcases these design themes on the largest scale yet.

　The highlights include the non-watch offerings, such as Breitling Equipment, a shop-in-shop offering tools and accessories inspired by the brand's world, and Vintage Corridor, a walk-through experience that tells the story of Breitling through interactive exhibits.

　The hotel also has a new initiative, the "Breitling Kitchen," which offers a menu created in collaboration with chef Kim Hyung-gyu. Guests can choose from sky, sea, or land-themed seating, or reserve a private room that embodies the world of Breitling. Furthermore, the "Breitling Café" offers specialty coffee, freshly baked bread, and high-quality patisserie in a cozy space facing the street.