Foversta reports on the grand reopening of Breitling's Paris boutique on Rue de la Paix, analyzing how the event and the new interior design reflect Georges Kern's strategic shift for the brand. This piece delves into Breitling's evolving communication, aiming to broaden its appeal beyond traditional aviation enthusiasts to a more urban and female clientele.
After several weeks of work, Breitling has reopened its boutique located at the number 10 of the rue de la Paix. In fact, Breitling had hardly left the place during the works since the temporary boutique was located in the same street, on the same side and a few steps from the Place Vendôme.
The reopening of this important boutique for the brand is interesting in many ways. First because of the nature of the inauguration party and then because of the architectural codes and the interior layout used to renovate it. These elements say a lot about Breitling's communication strategy. The opening night was indeed a real "red carpet" event worthy of the beautiful Cannes evenings with an impressive presence of stars without forgetting, obviously, the influencers having contractual relations with Breitling. Undeniably, Georges Kern wants to put the overdrive in terms of visibility and conquest in notoriety with a public different from that of the usual customers of the brand. The choice of stars was not left to chance. Almost all areas were covered, sports, the entertainment world, cinema, people ... Influencers did their job well by relaying the event (Breitling is perhaps the brand that requires the biggest commitment from its influencers what is a good point: at least they work what is not the case everywhere!). This inauguration was thus one of the most covered watch-related event on social networks.
The decoration of the boutique is very neat:
It is the interior architecture and layout that give a very clear indication of the brand's change of direction. We can therefore forget the old decoration very marked by aviation, pin-ups and a very assumed comics style. The new boutique is much more cozy and luxurious with a "New York loft" style that works pretty well and that allows to highlight several commitments and partnerships of Breitling. Between surfboard and bike, the decorative elements send us a very clear message: Breitling is not just aviation.
This strategy has been clearly outlined by Georges Kern for more than two years. So there is no surprise: the plan is declined and nothing is left to chance. In our minds, Breitling is obviously closely linked to aviation. But personally I think that the brand was locked in this universe with a communication that looked like more than we were expecting from an air meetings organizers than that of a watch brand. And then there was the paradox of the sales figures: the most successful collection has been the Super Ocean during the last months.
An overview:
In a way, we can regret that Breitling abandoned its unique decoration that made the boutique so original in the context of the rue de la Paix. The boutique loses its relaxed and dynamic side but it was inconceivable to keep such an architecture given the new strategy. And then, it is clear that the result of the renovation is very convincing. The boutique is beautiful, welcoming and fully takes advantage of the mezzanine. There are fewer displays and it is also a good approach: to give the impression that the collection is narrower is more rewarding for the products.
The reedition of the Navitimer 806 1959:
This new boutique will surely not please everyone, the nostalgic of the very "fifties" decoration will regret not to find again the previous colorful universe. But it was crucial for the brand to put the Rue de la Paix boutique in line with Breitling's new image so that it could contribute to the strategic ambition of developing a more urban and female clientele. Breitling works in parallel on the products so that they meet this ambition, the best example being the Premier collection. Fortunately the traditional clientele is not forgotten and the release of the reedition of the Navitimer 806 1959 is the proof.
The French Sports world was well represented (Vincent Clerc, rugby player and Thierry Omeyer, Handball player, former goalkeeper of the France team):
The Breitling partners are also present in the boutique:
The boutique explores different universes!
The New-York loft style works very well I must confess:
The number of displays was reduced what is for me a good point:
The decorative approach is much classier than the previous one. But less original.
These ladies set the fire during the party!
Old and new or to be more precise: old and new old.
With Patrice, the star of the event!
The most welcoming photo call ever:
The new Avenger 43mm:
This one doesn't need any introduction:
So why Patrice was the star of the event?
Simply because he got his brand new reedition of the Navitimer 806 1959!!! Well done Patrice, you are one of the first customers to get it in France!
The duo of Navitimer, I was wearing a prototype during the event:
It was time for me to leave the Rue de la Paix... let's have a last look on the boutique... and the combi!
Thanks a lot to the Breitling France for the organization and the invitation!
Fr.Xavier
