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Breitling works with Ernest Jones to open UK’s first loft-styled showroom

Westfield London boutique adopts the fresh brand identity developed by George Kern after he took over as CEO.

Breitling will officially open the first of its new loft-styled showrooms in the UK this evening.

The store, in the Westfield London shopping centre, is owned and operated by Ernest Jones.

Breitling CEO Georges Kern says he is delighted to bring the new Breitling concept to the UK, just six months after he revealed the concept to retail partners. “Our redesigned boutiques respect Breitling’s long heritage, but they do so in a stylish, contemporary environment. It is essential, as a global brand, to have a significant presence in key cities around the world, such as London,” he explains.

The Breitling Boutique in Westfield London took six months to complete.


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It incorporates a comfortable and fashionable shopping space for customers and a display of more than 120 timepieces, representing Breitling’s entire product range along with the Premier and Navitimer 8 novelties and some exclusive limited editions.

The 1940s pop art has gone, replaced with more contemporary styling including a Norton motorbike in the window.

The 60 square metre store is located at the entrance to the new extension at Westfield London. It has a curved 4.2 meter facade and 4.5 meter ceilings, which give the space to create the industrial loft concept Breitling is aiming for.

Emma Hayward, executive director at Signet Jewellers says: “Ernest Jones is delighted to be opening this luxury boutique with Breitling. We’ll create unforgettable shopping experiences for our customers who are looking to purchase an exceptional timepiece at Westfield.”


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