Breitling launches 2nd Korea limited edition watch in 2023

Breitling, a luxury Swiss watchmaker, has launched a limited edition of one of its flagship models, the Chronomat B01 24, in South Korea, marking the brand’s second limited edition launch in the country this year.

From this month, only 50 pieces of the Chronomat B01 24 Korea Limited Edition are on sale in South Korea. They feature an 18k red gold crown and bezel with an olive-green dial.

In February, the Swiss brand launched the Navitimer B01 Korea Limited Edition on the occasion of the first anniversary of its flagship store, the Breitling Townhouse Hannam.

Both the Navitimer B01 and the Chronomat B01 are the brand’s flagship models.

Breitling is the most aggressive luxury watchmaker in the world’s seventh-largest luxury goods market.

Unlike other luxury brands, which scaled back offline stores during the pandemic period, the Swiss watchmaker has expanded its footprint in South Korea.

The Breitling Townhouse Hannam in Seoul is its first café and restaurant in the world and its biggest boutique as well.  At the retail space, Breitling showcases its latest watch collections.

It runs food and beverage stores in only three cities in the world: Seoul, London, and Geneva in Switzerland.

The food and beverage restaurant in Seoul is located in a trendy neighborhood, known for foreign embassies and luxury fashion boutiques.

The Breitling Townhouse Hannam underscores the company’s efforts to become a lifestyle brand beyond a watchmaker and reach a broader customer base.

Breitling is also the only luxury watch brand to run two flagships in South Korea. Its second flagship store is located in an affluent neighborhood of Cheongdam-dong in Gangnam District, Seoul.

High-end watchmakers previously unveiled their new models exclusively to participants at BaselWorld, an annual exhibition for watches and jewelry held in Switzerland every spring since 1917.

But they are breaking away from their traditional marketing strategy that targeted high-net-worth individuals to promote products on their company websites and social media such as YouTube and Instagram.

Write to Ji-Yoon Yang at yang@hankyung.com
Yeonhee Kim edited this article.