Breitling has reopened in an expanded format at St James Quarter, increasing its store size by more than 100% to approximately 1,000 sq ft. The new unit, part of the luxury Swiss watchmaker’s reinvestment in the Edinburgh destination, features an upgraded design and additional amenities intended to enhance the customer experience.
The boutique showcases a wider selection of Breitling’s timepieces, including signature models such as the Superocean, Chronomat, and Navitimer. In keeping with the brand’s established industrial design aesthetic, the store introduces new bespoke features including a bar and pool table, aiming to create a more relaxed, immersive environment for visitors.
Located on the Quarter’s mid-level, the boutique is part of a growing cluster of high-end jewellers and watchmakers within the centre. It joins brands such as Goldsmiths, also operated by the Watches of Switzerland Group, reinforcing the site’s premium retail positioning.
Chris Pyne, Leasing Director for St James Quarter, commented: “As Edinburgh’s principal retail destination, we’re committed to continually elevating St James Quarter’s offer. An essential element of which is to ensure that each brand is right-sized and in the right location. The upsizing of a globally-renowned, in-demand brand like Breitling is a great example of this process – doubling down on its presence to elevate its store experience, deliver a more extensive selection of products and meet the ever-evolving tide of consumer demand.”
Craig Bolton, President of the Watches of Switzerland Group UK & Europe, added: “The Watches of Switzerland Group has a rich history of long-standing, prestigious brand partnerships, and we are delighted to be partnering with Breitling in opening the expanded boutique in St James Quarter – the leading premium retail destination in Scotland. With a firm presence already in the city of Edinburgh, we are proud to be able to bring our clients this larger space which features a stunning exterior and interior in the brand’s infamous industrial aesthetic. Guests can enjoy browsing the breadth of Breitling’s iconic timepieces while also enjoying a drink at the bar or a game of pool in this warm and inviting space.”
The reopening of Breitling’s expanded store follows recent investment in the Quarter’s food and beverage offer, including the re-opening of itsu, and the signings of Black Sheep Coffee and Pret A Manger, further supporting the destination’s mixed-use appeal.
