Swiss luxury watchmaker, Breitling, has opened its new ‘industrial-chic’ boutique concept in The Dubai Mall, Dubai.

To mark the special occasion, Breitling’s brand-new ‘Premier Collection’ of timepieces was unveiled in the Middle East for the first time.

Located in Fashion Avenue – part of the largest shopping mall in the world and home to more than 150 luxury brands − the new boutique is Breitling’s latest retail space to feature the brand’s new ‘urban contemporary’ concept.

Breitling CEO, Georges Kern, was joined by Mohammed Abdulmagied, Chief Commercial Officer of Ahmed Seddiqi & Sons, at an official opening ceremony on Wednesday. The ribbon-cutting ceremony was followed by a spectacular launch party in Downtown Dubai, featuring live entertainment, experiential dining and ‘land, sea and air’ experiences.

The opening ceremony also saw the launch of the recently announced ‘Premier Collection’, which introduces five distinct new models to the Breitling range. While the brand is highly regarded for its aviator and diver’s watches, these eye-catching timepieces have been created especially for use on land: Breitling’s first environment.

Kern said: “The launch of Breitling’s new concept boutique indicates the importance of the Middle East market to Breitling. Our new approach blends contemporary design with inspiration from our rich heritage and its ties to aviation. We’re not only here to celebrate our new boutique, but also to welcome our very first modern Breitling collection dedicated to everyday elegance – the Premier Collection.”

Aed Adwan, Managing Director, Breitling Middle East, India and Africa said: “Following the opening of our regional head offices in Dubai earlier this year, Breitling’s new industrial-chic boutique concept is set to offer a truly immersive experience to the Middle East’s eclectic watch community.”

Commenting on Breitling’s new Premier collection, Adwan said: “This growing market will also be able to experience the brand through its new Premier collection which carries Breitling’s distinctive DNA.

“The new boutique marks a new milestone for our relationship with Breitling in Dubai. We are thrilled to be a part of the exciting launch of the brand’s new boutique concept.” said Abdulmagied.

Located in The Dubai Mall’s luxury wing, Breitling’s new 136 sq m boutique is the latest retail space to feature the brand’s new design concept: a contemporary urban interpretation of an exclusive industrial loft in a dynamic city. The design of the boutique is inspired by a mid-twentieth-century industrial building as a nod to a time when the brand’s timepieces and intelligent measuring tools earned Breitling a formidable reputation. A hand-painted mural, unique artefacts like aircraft propellers and a full-sized pool table combined with bespoke furniture vividly bring to life the worlds of ‘land, sea and air’.

The new boutique is home to the entire Breitling range of timepieces, including the brand-new Premier collection, as well as, the recently introduced Superocean Héritage II Chronograph 44 Outerknown and the Navitimer collection. The uniquely-designed boutique welcomes guests into a relaxed, creative environment.

The launch party was attended by 200 VIPs and local dignitaries, as well as senior representatives from Breitling and Ahmed Seddiqi and Sons. The event also marks the recent introduction of a dedicated regional team based in the newly opened Breitling Middle East office in Dubai.