Edinburgh’s St James Quarter now has a bigger, better Breitling in its higher-end retail portfolio. The luxury Swiss watchmaker has opened a “significantly upsized” store at the destination with the new 1,000 sq ft store, located on the Quarter’s mid-level, showcasing an even more extensive selection of timepieces.
They include signature watches “rooted in the brand’s navigational heritage” including the Superocean, Chronomat and Navitimer, housed in a refreshed store design “in keeping with Breitling’s industrial aesthetic”.
And with experiences increasingly being woven into the retail format, the store has introduced bespoke features, including a bar and pool table “to create an enhanced client experience and environment to experience the brand’s full collection”.
Breitling rejoins St James Quarter’s other jewellery retailers, including Goldsmiths, owned by Watches of Switzerland, which runs the Breitling store too.
Craig Bolton, president of the Watches of Switzerland Group UK & Europe, said: “The group has a rich history of long-standing, prestigious brand partnerships, and we are delighted to be partnering with Breitling in opening the expanded boutique in St James Quarter. With a firm presence already in the city of Edinburgh, we are proud to be able to bring our clients this larger space which features a stunning exterior and interior in the brand’s infamous industrial aesthetic.”
St James Quarter leasing director Chris Pyne added: “As Edinburgh’s principal retail destination, we’re committed to continually elevating [our] offer. An essential element of which is to ensure that each brand is right-sized and in the right location. The upsizing of… Breitling is a great example of this process – doubling down on its presence to elevate its store experience, deliver a more extensive selection of products and meet the ever-evolving tide of consumer demand.”
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