Swiss luxury watchmaker, Breitling, has unveiled its largest flagship store to date in the heart of Seoul’s Hannam district, which is known for international embassies and luxury fashion flagships. 

Spanning 750sqm, Breitling’s two-story store houses a cafe and the brand’s first restaurant dubbed ‘Breitling Kitchen’. Breitling Townhouse Hannam design features an industrial-loft concept that incorporates vintage decor with “streamlined contemporary design”. 

“It’s the complete Breitling experience under one roof,” says Georges Kern, CEO at Breitling. 

“From the moment you step in, you’ll recognise the relaxed, industrial-loft-inspired atmosphere that says everything about our casual, inclusive, and sustainable approach to luxury.”

The flagship includes a 180sqm retail space that presents Breitling’s latest watch collections in an “aviation lounge-inspired atmosphere”. 

Collaborating with chef Kim Hyeong-Ku, Breitling’s first restaurant provides different seating zones themed by air, sea and land – “the three universes that Breitling families were developed for”. Meanwhile, Breitling Cafe serves a selection of specialty coffees, freshly baked goods, and fine patisseries.

The flagship store houses an outdoor seating area that serves as both an extension to the cafe and private event space. Interactive displays are installed throughout the stores to offer a walk-through heritage experience. 

“This opening sets the tone for Breitling’s move into new offerings that go beyond its core watchmaking business,” the company said in a statement.