Breitling announces the opening of a new boutique in Jelmoli, Switzerland’s largest premium department store. Located on Zurich’s renowned Bahnhofstrasse, it is the first Breitling boutique to feature the brand’s bistro bar concept, which will later be rolled out at other key global locations.

Zurich, May 16, 2019. Breitling introduces its new bou- tique concept to the media at Jelmoli in Zurich. This is the first Breitling boutique in the world to feature a bistro bar along with the watches that have made Breitling one of the world’s leading brands. This new concept is based on the distinctive industrial loft design elements that are already a defining part of Breitling’s top boutiques, and the unique gastronomical concept will soon be rolled out at other key locations.

Breitling CEO Georges Kern is excited about introducing the bistro bar concept at the boutique in Jelmoli: “We are proud to be working with Jelmoli, a store that has established itself as a true retail innovator. We wanted to open our first bistro bar in Switzerland, so Jelmoli in Zurich is the perfect place to kick off this open concept, which is completely free of barriers, inviting people to come in. It perfectly reflects the inclusive character of our brand.”

In addition to being one of the world’s most desirable retail addresses on Zurich’s famed Bahnhofstrasse, Jelmoli will be responsible for the unique gastronomi- cal offerings in the new Breitling bistro bar. The offer- ing includes an expertly curated wine and champagne list along with signature Breitling cocktails, such as the Chronomat Punch, the Navitimer Paloma, and the Superocean Refresher.

Special coffees are also on offer in the bistro bar, including Breitling’s exquisite house mix, an Arabi- ca blend roasted weekly at Carasso in Geneva. Every cup is brewed in a Leva machine, one of only 90 ever

produced by La Marzocco in Florence, Italy. Its ground- breaking design and advanced technology ensure the rich, full flavor of the coffees served in the bistro bar. Lunchtime visitors to the bistro bar will have the op- portunity to enjoy a unique dining experience. Breitling and Jelmoli are developing some tantalizing new ideas for dishes that will whet any appetite. Further details will be announced soon.

Franco Savastano, Jelmoli’s CEO, talked about his com- pany’s partnership with Breitling: “With the opening of the world’s first Breitling boutique to include a bar and bistro and based on an innovative food concept, Jelmoli has been able to complement and extend its diverse and increasingly important catering offerings. It is the 11th gastro concept that we have implemented. In addition, we are giving one of Switzerland’s leading – and coolest – watch brands a platform where it can de- velop and present its entire universe. Our common goal is to create an adventure world for our customers.”

ZURICH, SWITZERLAND – MAY 16: Launch of the Breitling Bistro Bar Boutique Concept at Jelmoli on May 16, 2019 in Zurich, Switzerland. (Photo by The Image Gate for Breitling)

For more than a year, Breitling has been introducing 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 boutiques with bistro bars will offer even more reasons to discover the world of Breitling. 

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