Luxury watches are not just an accessory, but an expression of status and individuality. In this regard, the market for elite watches continues to show growth both in value and in sales volumes. As of 2022, its value was $42.21 billion, and it is projected to grow to $62.25 billion by 2030.
We are pleased to announce that today, July 9, the Swiss company Breitling is opening its first store in Mongolia. This provides local buyers with a unique opportunity to get acquainted with one of the most famous brands in the world of luxury watches and purchase its products on home soil.
The History of the Breitling Brand
Founded in 1884 by Swiss engineer Léon Breitling in La Chaux-de-Fonds, Breitling started as a small workshop focused on producing high-precision chronographs for industry. The company's primary goal was to create reliable tools for accurate time measurement. In 1915, Breitling introduced the first chronographs with a separate button, marking a significant step forward for aviation.
For 140 years, Breitling has been creating outstanding chronographs. The innovations introduced by the company have become the foundation of modern watch design with such complications. The direction initiated by Léon Breitling continues to evolve, creating next-generation professional chronographs.
In 1952, the brand released one of its most famous models — the Navitimer, designed for pilots. These watches were equipped with a logarithmic slide rule, allowing their owners to calculate speed, fuel consumption, and distance right on their wrist.
In the 1960s and 1970s, Breitling expanded its range by launching the SuperOcean collection of waterproof sports watches and the Chronomat — durable watches for urban and professional conditions. A significant event was the creation of the company's first in-house movement, the B01 caliber, in 2009, known for its high precision and durability.
In 2017, a significant turning point in the brand's history occurred: CVC Capital Partners acquired Breitling. Georges Kern, appointed as CEO, introduced a new development strategy for the company. He personally attended the store opening in Ulaanbaatar, emphasizing the brand's commitment to the Mongolian market.
Today, Breitling operates over 290 stores worldwide, each reflecting the style of industrial loft. All mechanical watches from the brand are certified by COSC (Swiss Official Chronometer Testing Institute), highlighting the company's status as one of the few independent manufacturers with its own calibers.
The Breitling Boutique in Mongolia
The Breitling boutique in Central Tower embodies the brand's store design concept, harmoniously blending modern retro style with industrial-vintage aesthetics. Warm wooden tones, metallic accents, and clean lines create an atmosphere focused on customer interaction.
All Breitling collections are represented in the boutique. Visitors will be able to enjoy classic Navitimer models, reliable Avengers, and sporty-elegant Chronomats.
In the boutique, you can also find vibrant collections of Top Time and sporty Superocean, as well as the exquisite Premier. A particularly noteworthy feature is the extensive display of women's models, including the new Superocean Heritage 36mm and more compact Navitimer and Chronomat, showcasing Breitling's commitment to aesthetics and functionality for all.
An exclusive VIP consultation area creates a comfortable atmosphere for distinguished guests, allowing them to appreciate Breitling's century-old craftsmanship.
Expansion Strategy and Vision for the Future of Breitling
The opening of the store in Ulaanbaatar is an important step in expanding Breitling's strategic presence in Asia and is part of the company's international strategy to move eastward.
Breitling continues to create timeless classics distinguished by high craftsmanship. The new boutique is not just an entry into the world of watchmaking art but a starting point for a journey full of style and discoveries. The brand will continue to maintain its innovative spirit, guiding watch enthusiasts toward a bright future.
Tatar S. Maidar
source: MiddleAsianNew
