Breitling has unveiled a fresh new style for its monobrand boutique in the affluent Swiss Alpine town of Zermatt.
The showroom has little of the aviation-themed styling found in its London flagship, focusing more on youthful blonde woods and cool steel architectural details.
There is a retro American vibe to the space, with some elements and details drawn evoking the feel of a Midwest diner.
The only imagery is of Hollywood legend Steve McQueen dressed ready for his motor racing passion.
Breitling is not alone as a luxury Swiss watch brand in Zermatt; the resort’s wealthy visitors are also targeted by Bucherer, Hublot and Omega boutiques.