New Store Concept Unveiled
World renowned watch brand, Breguet, reopened its doors to the Beverly Hills boutique after a major renovation, on Thursday, October 03, 2013 with a cocktail reception on Rodeo Drive and ribbon cutting. The ceremony was hosted by Mr. Rodolphe Schulthess , Breguet V.P. of Global Sales, Mr. Michael Nelson , Breguet U.S. Brand Manager and Mr. Frank Furlan , President, Swatch Group U.S.
Opened in 2006, Breguet Boutique Beverly Hills is located at the heart of Rodeo Drive and is the first store in the U.S. to be outfitted with the brand’s new retail concept. The contemporary look of decorative frosted glass is enhanced by guilloche designs in tribute to an art form first introduced on watch dials by the brand’s founder, Abraham-Louis Breguet (A.-L. Breguet). It also prominently displays the Blue Breguet Hands, a universal signature of a prestigious timepiece. In addition to the interior renovations, a specialty clock was installed on the facade of the building. The clock is a replica of the Classique Tourbillon model 3357 which is based on the original Tourbillon design from 1801.
The celebration was amplified by String Theory, a collaborative ensemble of musicians and dancers that utilize invented instruments and sonic sculpture to create their unique performance landscape and sonic footprint. The band is best known for their large-scale performance installations that transform environments and architecture into giant musical instruments. Their instruments have extended up to 800 feet transforming architecture in to giant musical instruments. At the Breguet event, String Theory turned Via Rodeo into an outdoor instrument by hoisting musical strings from the sidewalk to the rooftops of the boutiques creating an oversized aerial violin.
The evening also marked the U.S. launch of the global traveling exhibition, “Breguet the Innovator. Inventor of the Tourbillon,” which will be on display at the Beverly Hills boutique through Saturday, October 19 th. First unveiled in Geneva at the start of 2013, the exhibition showcases a retrospective of the most iconic mechanism ever created in modern watchmaking.
Lauded as the father of contemporary horology, A.-L. Breguet was awarded the patent for the Tourbillon on June 26, 1801. This revolutionary invention, which neutralized the effects of gravity in pocket watches, provided incredible precision in mechanical timepieces. The tourbillon is considered an engineering feat which cemented the illustrious watchmaker’s standing as one of the most innovative figures of all time.
Today, the brand continues to pay tribute to its founder and the innovation that changed timekeeping. “Breguet, the Innovator. Inventor of the Tourbillon,” pays homage to the legacy of A.-L. Breguet; and the impact of the tourbillon on his standing in European society. The exhibition has traveled throughout Europe and Asia and following its Beverly Hills debut, it will move to Chicago and New York.
Among the priceless historic timepieces on display in the exhibition will be a TOURBILLON REPEATER CHRONOMETER from 1812, a legendary PERPETUELLE POCKET WATCH with “a toc” quarter repeater known as the “No. 5,” and an antique tourbillon movement. The exhibition will be accompanied by one of largest contemporary collections of tourbillon timepieces in the world, including a rare BREGUET TOURBILLON POCKET WATCH and the ULTRA-THIN TOURBILLON introduced this year.
“Breguet, the Innovator. Inventor of the Tourbillon” — Breguet Boutique Beverly Hills will be on exhibit Oct. 4-19 , 2013. at the Breguet Beverly Hills Boutique (280 N. Rodeo Drive 310-860-991); and will then travel to the Tourbillon Boutique Chicago: Oct 25-29, 2013 (545 North Michigan Avenue, 312-836-3800); and finally to the Breguet Boutique Fifth Avenue: Nov 8-17, 2013 . (711 Fifth Avenue, NYC, 646-692-6469)