Last week, Breitling opened a new boutique concept which, not unlike what IWC debuted in 2017, combines a watch boutique with a premium café, bar, and bistro at Jelmoli, a large luxury retail store located in Zurich, Switzerland.

Breitling CEO Georges Kern is excited about introducing the bistro bar concept at the boutique in Jelmoli: “We are proud to be working with Jelmoli, a store that has established itself as a true retail innovator. We wanted to open our first bistro bar in Switzerland, so Jelmoli in Zurich is the perfect place to kick off this open concept, which is completely free of barriers, inviting people to come in. It perfectly reflects the inclusive character of our brand.”

Breitling Boutique Jelmoli Zurich opening event

The so-called “bistro bar” offers an expertly curated wine and champagne list along with signature Breitling cocktails, such as the Chronomat Punch, the Navitimer Paloma, and the Superocean Refresher.

The location serves Breitling’s house coffee mix, an Arabica blend roasted weekly at Carasso in Geneva. Every cup is brewed in a Leva machine, one of only 90 ever produced by La Marzocco in Florence, Italy.

Private area at Breitling boutique at Jelmoli in Zurich
Private area at Breitling boutique at Jelmoli in Zurich

Franco Savastano, Jelmoli’s CEO, talked about his company’s partnership with Breitling: “With the opening of the world’s first Breitling boutique to include a bar and bistro and based on an innovative food concept, Jelmoli has been able to complement and extend its diverse and increasingly important catering offerings. It is the 11th gastro concept that we have implemented. In addition, we are giving one of Switzerland’s leading – and coolest – watch brands a platform where it can develop and present its entire universe. Our common goal is to create an adventure world for our customers.”

Franco Savastano, Jelmoli’s CEO (left) and Georges Kern, Breitling, CEO (right)

The unique gastronomical concept will soon be rolled out at other key locations in the future.

Posted by:Jason Pitsch

Jason is the founder of Professional Watches and specializes in writing, product photography, and digital marketing.