Swiss luxury watchmaker Breitling has opened its first Asian flagship boutique in Beijing’s WF Central.

The 152sqm Breitling Beijing boutique’s design features display space for more than 200 timepieces representative of the brand’s entire product range, including some exclusive limited editions. The interior is styled to present an artful, modern interpretation of mid-twentieth-century industrial loft interior design.

More than 10,000 Japanese bricks were used in its construction to build a prominent wall display of the brand’s 1960s-era logo. It also features waxed concrete and American walnut flooring. An entrance bar doubles as a watch display area and includes a professional pool table for visitors to the store.

Breitling’s design director Guy Bove said: “With our redesigned boutiques, we are respecting our long, impressive heritage, but are doing so by creating a relaxed, stylish environment. We are opening our doors to a new generation of Breitling enthusiasts”.

CEO Georges Kern said launching the new Breitling Beijing flagship underscores the importance of Asian markets – particularly China – to the brand.