Breitling opens its first Yokohama boutique inside a renewed watch floor at Sogo
Breitling's first Yokohama boutique opens inside Sogo Yokohama's newly renovated watch floor — the same store Sogo & Seibu has pledged to rename its flagship "Honten" once the remodel is complete, making this an early sign of what that investment is buying.
Breitling opened its first boutique in Yokohama on 18 September, inside a newly renovated luxury watch zone at Sogo Yokohama, according to a statement from House of Brands Japan, the Swiss watchmaker's Japan operator.
The boutique follows Breitling's global "industrial loft" design and displays around 100 timepieces, the company said — one of more than 280 Breitling boutiques worldwide. Through 30 September it is showing a Cal.01 Showcase exposing every component of the flagship Calibre 01 movement, alongside the Navitimer B19 Chronograph 43 Perpetual Calendar. It has also put on early display a Japan-exclusive Navitimer B01 Chronograph 43 "Ultraman" limited edition, with a meteorite dial, unveiled on 15 September ahead of its 1 October release.
The opening lands inside a floor Sogo & Seibu itself has been rebuilding: the department-store operator told suppliers last month that Sogo Yokohama's remodel, once complete, will earn the store the "Honten" — main-store — title it has never carried before, a naming decision floortok reported at the time as the clearest sign yet of where the group is putting its capital. Landing a maison watchmaker's first Yokohama boutique inside that renewed zone is an early return on the investment, and previewing a Japan-only Ultraman edition here two weeks before its national release gives the store a reason for collectors to visit ahead of the broader launch.