Breitling to Launch Pop-Up Store in Paris Ahead of Olympic Games

Swiss watchmaker Breitling is set to open a pop-up store in Paris on the Champs-Élysées in 2024, ahead of its permanent location scheduled for 2025. The decision comes as millions of visitors are expected to flock to the French capital for the upcoming Olympic and Paralympic Games. Georges Kern, Breitling’s chief executive, emphasized the importance of being present in Paris during this bustling summer season, stating, “Paris is the place to be this summer.” Despite the influx of tourists, many luxury watch brands, including Omega, are adopting a cautious approach regarding sales expectations during the Games. Kern noted that while the event will attract a significant audience, the primary focus for brands like Omega remains on timekeeping rather than marketing. This sentiment reflects a broader trend among luxury watchmakers who are wary of relying solely on the Olympic spotlight to drive sales. The pop-up store will serve as a strategic move for Breitling to engage with the anticipated surge of visitors while establishing its presence in one of the world’s most iconic shopping districts. The decision underscores the brand's commitment to capitalizing on the unique opportunity presented by the Games, even as it prepares for a more permanent establishment in the future. As the Olympic Games approach, the luxury watch market in Paris remains a focal point, with brands navigating the balance between leveraging the event's visibility and managing realistic sales expectations.