Breitling opened its first flagship store in Rome, in the year of its 140th anniversary celebrations.
Last 20 September, Breitling inaugurated a new flagship store in the heart of Rome, in the presence of CEO Georges Kern and the brand's Italian and international ambassadors. The ribbon cutting in front of the brand's boutique, located at number 61 Via del Babuino, kicked off the celebrations for this new opening, in an already eventful year for the manufacture, which is celebrating its 140th anniversary this year.
For this important occasion, Breitling brought together many ambassadors and friends of the brand, who gathered in front of the new flagship store in Rome. Among them, Giorgio Chiellini, Martin Castrogiovanni, the Frecce Tricolori pilots, Elisa Balsamo and eleven-time world champion surfer Kelly Slater.
During the welcome cocktail, there was no shortage of opportunities for guests to try on their wrists the new limited editions - dedicated to Breitling's 140th anniversary - of its three flagship models, the Premier, Navitimer and Chronomat, as well as receiving a small memento of the evening personalised by illustrator Aldo Sacchetti.
The new Breitling flagship store is located a stone's throw from the Spanish Steps
To be precise, the exact address is 61 Via del Babuino.
The evening continued at 'La Lanterna' (designed by architect Massimiliano Fuksas), a location near the Spanish Steps, also characterised by one of Rome's most striking terraces.
The fil rouge that accompanied guests during the dinner was the story of Breitling's history in Italy, which has seen the birth of important collaborations such as the one with the world of cycling and its unforgettable protagonists Fausto Coppi and Gino Bartali.
Exciting stories presented by Roberta Ruiu, who called on stage the ambassadors Giorgio Chiellini, Elisa Balsamo, Kelly Slater, Roberto D'Amico and the P.A.N. Pilots, who gave first-hand accounts of how their careers and values met with those of Breitling. Eddie Eliakim, Managing Director Breitling Italy, commented on the event: 'We are happy to host so many international friends and ambassadors on such a special evening for us. Celebrating the opening of the new flagship in Rome is an important confirmation of Breitling's expansion strategy and fills us with pride'.
Breitling's retail expansion thus continues in Italy with the opening of its fourth single-brand boutique, following those in Milan (2022), Turin (2025) and Taormina, opened last July. This new flagship store has found a home in the Eternal City in an early 20th century building, is spread over an area of more than 240 square metres and is the largest Breitling sales outlet in the area.
Developed on two levels, the boutique is designed to give customers an immersive experience through an exhibition concept designed to narrate and enhance the brand's heritage, promoting an idea of inclusive, casual and sustainable luxury.
