The new Breitling urban loft boutique in Singapore’s premier lifestyle mall, ION Orchard, aims to change the way customers shop watches. Out with the stuffy, stale, security heavy boutiques and in with the relax, open and industrial reimagined retail space.
Located in the heart of Orchard Road, Breitling’s second boutique in Singapore is a spacious interpretation of the brand’s industrial loft concept first introduced at Marina Bay Sands. Spanning 121-square-metres, the space is designed to offer an “inclusive, yet luxurious customer experience” for long-time fans of the brand as well as to a new generation of Breitling enthusiasts.
Unlike typical boutiques which often feel like a bank or museum, guests can view timepieces in an informal and hip environment which actually welcomes potential buyers. The store appears more like a scene from Baselworld than it does a boutique, brought to life by a Surfer Squad signed surfboard and a modern-retro Norton Commando 961, tying into the brand’s collaboration with the manufacturer.
Guests can enjoy a drink or two at the bar while viewing Breitling’s most exceptional timepieces and soak in the creative atmosphere themed around air, land and sea; the three Breitling brand “universes”.
Obviously, such an open store relies on a secure mall (or a city with next to no crime!). Still, we welcome Breitling’s lead on reimagining the retail boutique for a new generation of buyers.
Check out the gallery below:
Head to the store in person and view the range at breitling.com/au
Breitling Urban Loft
2 Orchard Turn, ION Orchard #03-30/31
238801 Singapore, SINGAPORE
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