A luxury wristwatch is more than just an accessory. It is a symbol of prestige and personal identity. This is one of the reasons the global luxury watch market continues to grow in both value and reach. In 2022, the market was valued at USD 42.21 billion and is expected to reach USD 62.25 billion by 2030.

The good news is that Swiss luxury watchmaker Breitling is officially opening its first store in Mongolia today, July 9. This marks an exciting opportunity for Mongolian customers to experience and purchase one of the world’s most iconic watch brands locally.



A Brief History of the Breitling 

Breitling was founded in 1884 by Swiss engineer Léon Breitling in the town of La Chaux-de-Fonds, Switzerland. It began as a small workshop focused on producing high-precision chronograph watches for industrial use. The brand’s goal was to create reliable timekeeping tools with exceptional accuracy.

In 1915, Breitling introduced the first chronograph watch with a separate push button, a breakthrough innovation that would become essential in aviation. In 1952, the brand released one of its most iconic models, the Navitimer, specifically designed for pilots. The watch included a built-in slide rule that allowed them to calculate speed, fuel consumption, and distance all on their wrist.

During the 1960s and 1970s, Breitling expanded its product line with the launch of the SuperOcean collection, offering water-resistant sports watches. The brand also introduced the Chronomat, a sturdy watch designed to suit both urban lifestyles and professional use. Another milestone came in 2009, when Breitling developed its first in-house movement, the B01 caliber, known for its precision and durability.



A turning point for the brand occurred in 2017, when CVC Capital Partners acquired Breitling. Georges Kern was appointed as CEO and introduced a new strategic direction for the company. Notably, Mr. Kern personally attended the grand opening of the Ulaanbaatar boutique, underlining the brand’s strong commitment to the Mongolian market.

Today, Breitling operates over 290 boutiques worldwide, each reflecting the brand’s signature industrial-loft design. All of its mechanical watches are certified by the COSC (Swiss Official Chronometer Testing Institute), and it remains one of the few independent watchmakers to produce its own calibers in-house.


Ribbon-cutting ceremony

Breitling's New Boutique in Mongolia

The Breitling Central Tower boutique embodies the brand's global retail design concept, blending modern-retro style with industrial-vintage aesthetics and contemporary urban sophistication. Warm wood finishes, metallic accents, and clean lines create an inviting, loft-inspired display area, focusing entirely on the consumer experience.

The boutique showcases the full range of Breitling watches. Visitors can explore the iconic Navitimer, the robust Avenger, and the sporty-chic Chronomat collections. The vibrant Top Time and sporty Superocean collections are also featured, alongside the refined Premier collection. Notably, a comprehensive display of women's watch series, including the new Superocean Heritage 36mm and smaller Navitimer and Chronomat ladies' watches, highlights Breitling's commitment to ultimate aesthetics and functionality for all. An exclusive VIP consultation area offers distinguished guests a serene setting to appreciate Breitling’s century of craftsmanship.

To visit official Instagram page


Strategic Expansion and Future Vision of breitling

The Ulaanbaatar boutique opening marks a significant step in expanding Breitling's Asian strategic layout, further expanding its international blueprint eastward. Breitling continues to create timeless classics with unwavering craftsmanship. This new boutique is not just a gateway to the art of time; it’s the starting point of a journey of exploration and style. Breitling will continue to uphold its innovative and pioneering spirit, guiding enthusiasts of watchmaking towards a grander future.