"Celebrating a remarkable 140 years of innovation and elegance, Breitling, the legendary Swiss watchmaker, pays homage to its storied past with the grand opening of its first-ever pop-up museum in Zurich. This groundbreaking exhibition not only commemorates a legacy of '140 firsts'—a collection of pioneering achievements in the world of horology—but also invites enthusiasts and newcomers alike to explore the brand's profound impact on aviation, diving, and motorsport. As the doors to this unique museum swing wide, Breitling opens a new chapter in its illustrious history, beckoning all to discover the timepieces that have shaped its identity and legacy.”
"To celebrate Breitling's momentous 140-year anniversary, AWJ was honoured to receive an invitation to attend the newly opened pop-up museum in Zurich. This unique opportunity allowed us not only to explore the rich heritage of this renowned watchmaker but also to gather insights through the below exclusive interview with Mr. Gianfranco Gentile, Breitling’s Global Head of Heritage.
What inspired the creation of the new Breitling Heritage Museum?
The inspiration comes from our heritage - the pioneering people who made Breitling the force in Swiss watchmaking it is today, as well as Breitling’s three “universes” of air, land, and sea. Breitling’s first-ever pop-up museum is meant to be fully accessible to a non-specialized public. For this reason, it is located in the heart of Zurich, open six days a week (except Mondays) and admission is complimentary.
Can you highlight some of the most significant pieces in the museum's collection?
First and foremost, the Navitimer Cosmonaute ref. 809 that was on the wrist of Scott Carpenter when he orbited Earth onboard the NASA “Aurora 7” capsule in 1962. It is the first Swiss wristwatch that made it into space and it is exhibited together with the identical specimen that Willy Breitling gifted to John Glenn, the first U.S. astronaut to orbit Earth.
Then the unique 1947 Duograph Datora ref. 766/800, a gold timepiece that couples the split-second chronograph functions with a moonphase and pointer date calendar, a truly unique example of the technological avant-garde of the brand. Last but not least, the pop-up museum showcases the incredible timepieces that used to belong to the Breitling family members, on loan from Gregory Breitling, the son of Willy.
What can visitors expect in terms of the overall experience at the museum?
Through a selection of unique and often untold stories, Breitling takes the visitor back to the early days of the brand’s beginnings in Saint-Imier in 1884, before Leon Breitling relocated the company to his hometown, La Chaux-de-Fonds, the heart of Switzerland’s watchmaking industry. Visitors are encouraged to discover major milestones of Breitling’s history with a journey through our Time Tunnel, an interactive timeline of the major personalities and events that shaped Breitling over the decades, before taking a deep dive into the brand’s three “universes” of air, land, and sea. The mini in-house Chronometrie allows visitors to explore the intricacies of Breitling’s movement manufacture with the support of state-of-the-art interactive technology, while the on-site flight simulator brings the brand into the present day with family-friendly activities.
How does the museum reflect Breitling's history and evolution in the watchmaking industry?
The museum allows visitors to discover in a playful and uncomplicated way the technical innovation and aesthetic excellence that have always been at the core of the brand’s values. Just to name an example, the chronograph as we know it today, with the two pushers at 2 and 4 o’clock, is an invention of Breitling that was patented in 1934.
How does your role as Global Head of Heritage influence Breitling's current brand strategy?
Part of my mission is to bring the culture of the brand to the wider society both online and offline, as well as provide support for researchers, fuel their passion and gather new unique watches for our heritage collection.
We maintain the brand archives, which we are also working to build up considerably. We work with auction houses and collectors to enrich both the brand’s archival documents collection, in addition to Breitling’s significant collection of vintage timepieces. Beyond this pop-up museum, we have other things going on simultaneously to mark these 140 years, like the “Time Capsule” international traveling exhibition and the book Breitling: 140 Years in 140 Stories, published by Rizzoli.
How does Breitling balance innovation with its rich heritage?
Breitling is unafraid to make daring and unconventional, yet coherent choices in accordance with its history.
Our unique modern-retro design style that sets us apart from the competitors is a good example. This heritage-inspired design with a stylish modern twist embodies some of Breitling’s most famous innovations, and refreshes Breitling’s legacy as the inventor of the modern chronograph.
What challenges have you faced in preserving and promoting Breitling's heritage?
I have been tasked with building up a dedicated team and coming up with ambitious activities in record time to celebrate the brand’s 140th anniversary. Timing has been challenging, but after all… we work in watchmaking!
How does the museum engage with watch collectors and enthusiasts? What about the world tour you intend to organize?
Beyond the self-guided tours (with texts available in three languages), visitors can benefit from the support of four experienced museum guides. We also organize monthly thematic events, called Heritage Talks. During the next one, scheduled on October 10th, we will have the pleasure to host Kris Stoever, the daughter of Scott Carpenter, who will talk about her father’s epic space adventure.
With the travelling exhibition “Time Capsule,” the idea was to bring a bit of our heritage and what you can see at the pop-up museum into a traveling road show format so more people internationally can enjoy Breitling’s three universes of air, land, and sea.
The traveling exhibition is making its way around the world right now. Over six months, 50 boutiques in 25 countries on four continents will host the traveling exhibition. While not as expansive as what we have here at the pop-up museum, it is a taste of the heritage of Breitling.
Online, we are focusing on sharing lesser-known stories about Breitling’s people and products on LinkedIn and other social media platforms. We also curate events and road shows internationally and provided support for the book on our 140 years of firsts.
Will the museum offer any educational programs or workshops for visitors?
Yes, in addition to the “Heritage Talks” that offer a deep-dive into specific models and people that are particularly significant in the history of Breitling, we prepared a playful scavenger hunt for kids to allow families to fully enjoy the museum experience. And let’s not forget the Breitling Café which is open to everyone and serving delicious treats!
How do you see the conversation around heritage evolving in the watch industry over the next few years?
I believe heritage will play an even stronger role in the choices of historical brands in the coming years. What is important, in my opinion, is not to look at it with an old-fogey and nostalgic view, but to be able to distillate the core values this heritage represents and convey them in the future products, while always being driven by innovation.