On November 20, 2018, Swiss luxury watchmaker Breitling announced the official opening of its flagship store on Tmall and a new partnership with Tmall’s luxury platform Luxury Pavilion. The announcement coincides with the launch of the new Breitling Premier collection, demonstrating to Chinese consumers the brand’s constant pursuit of excellence.
As a pioneering brand, Breitling has adopted a proactive digital strategy to embrace the new standard of online retail and customer engagement for luxury brands in China. This new partnership with Alibaba not only reflects Breitling’s dynamic values – action, purpose, and pioneering spirit – but also creates a more streamlined online customer experience for younger generations.
In its 134-year history, Breitling has pioneered new ways of watchmaking while staying true to its initial purpose. As a result of its continuous pursuit of high performance, its unrelenting independence, and its tremendous passion and motivation, the brand has played a vital role in the development of chronographs.
Founded in April 2008, Tmall is committed to offering a premium online shopping experience for a growing number of Chinese consumers. It has now become the largest e-commerce platform for brands’ flagship stores and retailers in China. The partnership between Breitling and Tmall marks a milestone where legacy and tradition meet the future.
Breitling also joined forces with the platform’s luxury channel – Luxury Pavilion – on the same day. Luxury Pavilion is the world’s first exclusive platform for luxury brands, which combines a unique customization experience with the targeted display of luxury products to offer consumers more assurance and convenience when they shop online. It also encourages the introduction of a new model for the online purchase of luxury watches.