By Brecken Branstrator
The new Breitling boutique in the Jelmoli department store in Zurich, Switzerland, offers shoppers wine, coffee and food as well as a look at its watch selection.
Zurich, Switzerland—Breitling has officially launched its new bistro bar boutique concept store, opening its first in Switzerland’s Jelmoli department store.

Jelmoli has a prime location on Zurich’s renowned Bahnhofstrasse shopping avenue, and the brand’s boutique inside offers customers food and drink in addition to selling watches.

Breitling said the boutique has a curated wine and Champagne list, along with signature Breitling cocktails, such as the “Chronomat Punch,” the “Navitimer Paloma” and the “Superocean Refresher.”

Special coffees also will be offered, including Breitling’s house mix, an Arabica blend roasted weekly at Carasso coffee shop in Geneva.

Not many details have been released about the food menu beyond the fact that the boutique serves salads, sandwiches and pastries at lunchtime, according to the Jelmoli website. But, Breitling said it and the department store are currently developing ideas for unique dishes.

The Breitling boutique’s aesthetic is based on the urban loft design the company has been rolling out for the past year, already integrated into other top boutiques.

The bar bistro boutique concept will soon be extended to other key global locations, Breitling said.

“We are proud to be working with Jelmoli, a store that has established itself as a true retail innovator,” Breitling CEO Georges Kern said. “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.”

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