To boost awareness for its luxury watch brand, Swiss watchmaker Breguet has decided to take its international tour to Shanghai after presenting exhibitions in Geneva, Basel, and London.
While luxury watch consumption has slowed since its hyper-growth days, Swiss watch exports to China saw a bumper 49 percent rise in July compared to a year ago.
Breguet is looking to promote the brand’s heritage in the Chinese market by showcasing its innovative designs through the ages. The exhibit, set to open on September 4th in Shanghai, will be used to commemorate the brand’s 240 years of innovation.
The new display will mark Breguet’s first Asian show and will be held in the brand’s largest store (in the Xintiandi district). The 6,437 square foot boutique-turned-gallery will only be one aspect of the exhibition, however. The exhibit is to be accompanied by a Shanghai Philharmonic Orchestra performance and a gala dinner.
According to Luxury Daily, Breguet previously rented concourses in the Geneva International Airport to accommodate its grand, month-long exhibit which featured its Type XXII 3880 and the Classique Chronométrie 7727 watch designs.
image source: simon q