Tool watch specialist Breitling has become the latest brand to establish a dedicated boutique at the prestigious Dubai Mall. The 130-year old independent brand’s new hangar is located close to the mall’s main entrance, between the Grand Atrium and the Bloomingdale Atrium, alongside watch brands such as Audemars Piguet, Richard Mille, and Vacheron Constantin. The new boutique is Breitling’s fourth dedicated boutique in Dubai.
The boutique is a joint venture between Breitling and its Dubai retail partner, Ahmed Seddiqi & Sons. The brand’s watches are sold through a network of four dedicated boutiques in Dubai, and through an additional eight multi-brand stores dotted across the UAE. In total, the Swiss company has a network of eleven dedicated boutiques across the Middle East.
The launch was attended by two Breitling Wingwalkers, who had previously taken H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum on a private wingwalk during their visit to Dubai in 2014. Senior representatives from Breitling and Ahmed Seddiqi & Sons were also in attendance, and Breitling commemorated the opening by unveiling custom designed 3D artwork, which showed the seven jets of the Breitling Jet Team flying over Dubai.
On the opening, Aed Adwan, Sales Manager, Breitling said, “The Dubai Mall is a global shopping landmark and home to the world’s most well-known brands. A passion for aviation and adventure runs through our veins at Breitling and we have been combining this with our world class watchmaking expertise for 130 years. Opening one of our Breitling boutiques in this location is an important milestone for us and gives us the opportunity to invite even more customers into our world.”
The new boutique is unmistakably Breitling, in terms of both design and layout. Thanks to the use of a floor to ceiling clear glass facade, the boutique puts out a very welcoming vibe, and allows mall visitors to quickly survey the boutique from the outside. On the inside, the boutique is tastefully decorated with pop art paintings produced by Kevin T. Kelly, while the use of American walnut floors and quadrillo wood paneling work well with the bright lighting to create a warm and relaxed atmosphere.
Interior ambience is accented by Breitling’s famous or infamous (if you’re the type that prefers absolute quiet) Breitling Radio, which runs through a selection of songs, sounds and jingles. The boutique also has the familiar Breitling scent that we’re accustomed to, and though it is unquestionably designed to appeal to male audiences, it isn’t overpowering or obtrusive.
There’s a fair selection of current timepieces from the Breitling and Breitling for Bentley collections, and – as you’d expect – there are also a few limited and boutique-special timepieces. There’s more than sufficient staff on hand and, thankfully, they left us alone for 10 minutes while we walked around the boutique and took stock of what’s on offer.
After we fixated on a Navitimer, we were approached by a representative who had fair knowledge of the watch we were looking at. The conversation we had was natural and free from of hard selling, though he did ask when we intended to buy the watch we were looking at. On hearing that we weren’t sure, we were offered both a card and a catalog. All in all, a pleasant visit. For Breitling collectors and VIP clientele, the boutique also features a VIP seating area.
Breitling held an exclusive after party for 120 collectors and industry guests at Cabana, at the nearby Address Downtown hotel, and we received an invite (pictures below).
To learn more about Breitling, click here.
To learn more about Ahmed Seddiqi & Sons, click here.