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The Watches of Switzerland Group announces completion of its Breitling Boutique in Bluewater in a re-designed industrial loft style concept

The Watches of Switzerland Group, in partnership with Swiss luxury watchmaker Breitling, today announces the opening of its re-designed industrial loft style boutique at Bluewater Shopping Centre, Kent – marking the expansion of Breitling’s innovative boutique concept across the UK. The interior is inspired by mid-twentieth century industrial design, a nod to the time when Breitling timepieces and measuring tools earned the brand its reputation for the world’s greatest chronographs. The boutique is one of three Breitling boutiques managed by the Watches of Switzerland Group, with a further boutique planned to open in Cardiff in December.

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A contemporary urban interpretation of an industrial loft, the Breitling boutique offers customers of Bluewa­ter a relaxed yet sophisticated ambience to explore the brand’s revered collections – a bold contrast to classi­cal luxury retail brand environments.

Its design is an artful, modern interpretation of the stylish spaces that characterised mid-twentieth cen­tury industrial buildings. Breitling’s remarkable watch­es are displayed within stunning industrial vitrine dis­play cases together with the brands signature Watch Bar whose yellow grid back panel recalls the colour that has long been associated with the brand, offset by the brands vintage logo, a stylized B.


A carefully selected blend of materials, colours, tex­tures and patterns contribute to the contemporary, comfortable urban loft feeling. Brick walls, elegant walnut furniture, and dark oak floors are offset by concrete walls, brass and metal design accents, rich leathers, illuminated by customised lighting. Mod­ern-retro abides throughout, vividly bringing to life the ultra-cool world of Breitling.

Overarching design references feature the brands the­matic Worlds of water, land and air - the three envi­ronments where the watches have long distinguished themselves.


In recent years, Breitling has been expanding its urban loft boutique concept and the reception has been en­thusiastic. Each boutique offers its customers a casual but stylish modern-retro ambience that allows visitors to explore the brand’s watches in a relaxed, unhurried atmosphere.

The new design concept at Bluewater represents a fashionable and inclusive shopping space that dis­plays Breitling’s entire product range along with the exclusive limited editions including our Premier Watch­es of Switzerland Group Exclusive launched in Novem­ber which celebrates our long-standing partnership with the brand.

"Breitling are delighted to continue our partnership with Watches of Switzerland at Bluewater through the opening of our innovative Boutique loft concept. The Bluewater boutique is now entering its 6th year and the new concept will totally reenergise the shopping experience for our loyal clients, and provide an inclusive and luxurious setting to welcome new customers who are just discovering the brand. Housing the full Breitling range including our latest collections we look forward to reopening the doors greeting you at our new Breitling home."

Gavin Murphy, Managing Director at Breitling UK

Craig Bolton, Executive Director UK of the Watches of Switzerland Group said “We’re thrilled to announce the opening of our re-designed Breitling boutique in Bluewater.  This marks our strong partnership with Breitling and their continued commitment to our Monobrand boutique strategy.  We look forward to welcoming existing and new customers to experience our re-designed Bluewater boutique.” 

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