A look inside the Breitling Then & Now pop-up museum in Zurich

Arushi Sakhuja 

When it comes to the world of luxury watches, Breitling is one of the emerging players with a strong market hold. And the icing on the cake is that the watch brand now has an immersive experience.

Founded in 1884,  evolving as a brand over 140 years and counting, this time the Swiss watchmaker is celebrating its  140th anniversary by opening its first-ever pop-up museum in central Zurich. Named, Breitling Then & Now, it is located in the heart of the city at Rennweg, just down the street from its boutique at Bahnhofstrasse.

Being an interactive space, the Breitling Then & Now museum “is a glimpse behind the curtain of Breitling’s heritage-inspired collections,” said CEO Georges Kern. But what makes the museum such a sought-after spot?  Spread across three floors, the immersive experience museum offers a range of experiences that spotlight the brands’ rich history. You can find a rare collection of 88 rare vintage watches that showcase Breitling’s pioneering innovation and inspired exploration over 140 years, a flight simulator, a mini in-house Chronometrie, and a bevvy of facts, memorabilia, and photos from Breitling’s illustrious and inventive past.  From piloting a plane simulator to exploring the intricacies of our movements in the mini in-house Chronométrie, there’s something for people of all ages.

Breitling Then & Now, takes the visitor back to the early days of the brand’s beginnings in Saint-Imier in 1884.  For those who are well-versed with the brand, you can find the Breitling Then & Now exhibit Breitling’s three universes of air, land, and sea. Watch enthusiasts can take a historical journey of the brand through Breitling’s Time Tunnel, discovering major milestones of Breitling’s history. Visitors can explore the intricacies of Breitling’s movement manufacture with the support of state-of-the-art interactive technology in the mini in-house Chronometrie. Additionally, the on-site flight simulator offers family-friendly activities, bringing the brand into the present day.

However, the experience doesn’t stop there. While you’re at the Breitling Then & Now museum, don’t forget to treat yourself to the menu at the Breitling Café on the ground floor with signature cocktails and small plates. Finally, the brand has unveiled a special anniversary book, Breitling: 140 Years in 140 Stories, and you can get your hands on it at the gift store.

No matter whether you’re a seasoned Breitling admirer or simply looking for a unique way to spend an afternoon, you won’t forget this once-in-a-lifetime look at Breitling’s history. Breitling’s first-ever heritage-inspired pop-up museum is open to the public free of charge for a limited time only. We can’t wait to visit can you?

Address: 
Breitling Then & Now pop-up museum
Rennweg 14/16
8001 Zürich
Switzerland
+41 76 227 33 84
museum@breitling.com

Visiting hours:  Tuesday to Friday from 10 am to 7 pm; and Saturday and Sunday from 10 am to 6 pm.

Closed: Then & Now is closed Monday

Visitors can request a ticket by either walking in or selecting a time slot online to book a visit in advance.

For details and to register click here