Swiss watchmaker Breitling has marked its 140th anniversary by opening its first-ever pop-up museum in Zurich. The museum, titled Breitling Then & Now, is located at Rennweg 14–16 in the heart of Zurich, just down the street from Breitling’s boutique at Bahnhofstrasse 70. This museum offers a unique, immersive experience that highlights Breitling’s significant contributions to the watchmaking industry over the past 140 years.
A Journey Through Breitling’s History
The Breitling Then & Now pop-up museum is an interactive experience designed to showcase the brand’s rich history and pioneering achievements. The museum was officially opened on August 28 with appearances from long-time brand ambassador and Swiss explorer Bertrand Piccard, as well as Gregory Breitling, son of Willy Breitling, the last family member to head the company.
“The pop-up museum is a glimpse behind the curtain of Breitling’s heritage-inspired collections,” said Georges Kern, CEO of Breitling. “Our modern-retro style would not be possible without a foundation of 140 years of pioneering firsts.”
The museum features 88 vintage Breitling watches, providing visitors with a comprehensive look at the brand’s evolution. Exhibits delve into Breitling’s major milestones, including its innovations in chronograph technology and contributions to aviation, diving, and space exploration. The museum also includes a flight simulator, a mini in-house Chronometrie, and various exhibits that explore Breitling’s “universes” of air, land, and sea.
Features of the Pop-Up Museum
The museum offers several interactive features that are sure to appeal to watch enthusiasts. Visitors can explore the intricacies of Breitling’s movement manufacture through the mini in-house Chronometrie, which utilizes state-of-the-art interactive technology. Additionally, the on-site flight simulator allows visitors to experience Breitling’s aviation heritage firsthand.
The pop-up museum is open to the public free of charge for a limited time. Visitors can either walk in or book a time slot online. The museum also features the Breitling Café on the ground floor, where visitors can enjoy Breitling signature cocktails and small plates. The café is open to all ticket holders throughout the museum’s duration.
Additionally, a special anniversary book titled Breitling: 140 Years in 140 Stories is being released by Rizzoli and will be available for purchase in the museum’s gift shop. This book, along with Breitling-branded gear, offers collectors and enthusiasts a deeper dive into the brand’s storied past.
Breitling’s Legacy in Watchmaking
Breitling’s pop-up museum offers a rare glimpse into the brand’s illustrious history, from its founding in 1884 in Saint-Imier to its role in some of the most significant moments in watchmaking history. Notable achievements include the first Swiss wristwatch in space, worn by NASA astronaut Scott Carpenter in 1962, and the invention of the first dive chronograph, the SuperOcean Ref. 807.
The museum also highlights Breitling’s pioneering spirit through its collection of 88 rare vintage watches, which represent the brand’s continuous innovation over the past 140 years. The exhibits emphasize Breitling’s role as a leader in watchmaking, showcasing its dedication to craftsmanship and precision.
Conclusion
Breitling’s first-ever pop-up museum offers an unparalleled opportunity for both seasoned collectors and casual visitors to explore the brand’s legacy. For more information and to register for a visit, please visit breitling.com/zz-zz/140-years/pop-up-museum.
