Direction Seoul in the largest Breitling boutique in the world

The Breitling Townhouse Hannam in Seoul expands Breitling’s industrial loft concept with new service offerings.

Breitling has officially opened its newest and largest flagship, the 750-square-foot Breitling Townhouse Hannam. Two floors combine retail with a Breitling Café, a terrace and the brand’s first-ever food and beverage offering, the Breitling Kitchen. “It’s the entire Breitling experience under one roof,” says Breitling CEO Georges Kern. “This new flagship is unlike anything you’ve ever seen in watch retail. From the moment you arrive, you’ll recognize the relaxed, industrial loft-inspired atmosphere that speaks volumes about our relaxed, inclusive and sustainable approach to luxury.”

The new store occupies a prominent corner in the trendy Hannam district. The area, known for its international embassies and luxury fashion boutiques, is growing rapidly with the upcoming opening of a luxury apartment complex and the redevelopment of nearby Yongsan Park.

The Hannam Townhouse features a 180 square meter retail space showcasing the latest Breitling watch collections in an airshow-inspired atmosphere, as well as a shop-in-shop offering tools and accessories inspired by the brand’s worlds. The brand’s first-ever restaurant is unveiled in collaboration with chef Kim Hyeong-Kyu, while the Breitling Café offers a selection of specialty coffees, baked goods and fine pastries.

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Hélène Cougot

Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.