Last week, Swiss watchmaker Breitling unveiled its new industrial boutique concept Townhouse in London. The Breitling Townhouse spans eight floors of retail and office space in the most desirable section in the UK at 198 Regent Street.

The retail portion of the eight-story townhouse is spread over two and a half floors and a mezzanine and is approximately 2,260 square feet. The new design is visually consistent with the interior design at Breitling’s recently opened boutiques in Zurich and Los Angeles — on a much grander scale.

Breitling Townhouse on Regent Street in London

A sophisticated interior design scheme meshes an industrial loft feel with exposed brick walls and the contemporary bright neon yellow branded world of Breitling. There are industrial vitrines filled with Breitling’s full collection of timepieces. A cast-iron elevator was restored to its original condition to accommodate the building’s eight floors. Lighting that’s suspended on tracks protects the historic cornices and frieze. Surfboards and aircraft propellers decorate the walls and a Norton Commando 961 Cafe Racer MKII motorcycle sits in the middle of the main floor. Naturally, a limited edition timepiece is available as part of Breitling’s partnership with Norton — the Breitling Premier Chronograph B01 Norton Edition.

Georges Kern, Breitling CEO said “The Breitling Townhouse extends our loft concept, creating a stylish, cool and informal environment in an iconic London location that perfectly welcomes our customers and also reflects the inclusive character of our brand. It is significant that the Townhouse is located in the UK as our second largest global market, and we are thrilled to cement our commitment to the UK through this new home.” Breitling Townhouse on Regent Street in London

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