Breitling Then & Now: A Pop-Up Museum Masterpiece in Zurich
Breitling celebrates its 140-year heritage with an exclusive pop-up museum experience in Zurich, bringing horological history to life with elegance and innovation.
An Unmissable Journey Through Breitling’s Iconic Legacy
This year, Swiss watchmaker Breitling marks its 140th anniversary with a rare opportunity for watch enthusiasts and newcomers alike: a pop-up museum in Zurich dedicated to showcasing the brand’s legendary heritage.
Located just steps away from Breitling’s Zurich boutique, this exhibition invites guests to explore the brand’s evolution, its iconic timepieces, and pioneering moments in an immersive, sophisticated setting.
Open from 29 August 2024 to 11 May 2025, the Breitling Then & Now exhibition offers an unparalleled journey into the world of luxury watchmaking.
Every detail of this exhibit—curated to reflect Breitling’s mastery of air, land, and sea—highlights the artistry, technology, and vision that have made the brand a global icon.
Discover Rare Watches and Horological Innovation
The museum’s centrepiece is a collection of 88 carefully selected watches, each chosen for its significance in Breitling’s story.
Guests can marvel at these rare pieces, each encapsulating a moment in time and a leap in design.
Alongside the watches, Breitling has created an intimate chronometry station, where visitors can unlock the secrets behind the precision movement technology that defines Swiss craftsmanship.
As if that weren’t enough, the exhibition also features a flight simulator, a playful nod to Breitling’s renowned aviation legacy.
Visitors can experience the thrill of Breitling’s connection to the skies, a heritage that took off when the brand became the first Swiss watch to go to space during the Mercury 7 mission in 1962.
A Tribute to Breitling’s Pioneering Achievements
From being the first Swiss wristwatch in space to launching the world’s first dual-frequency emergency beacon watch, Breitling has constantly pushed boundaries.
In 1995, the brand introduced the “Emergency” wristwatch, equipped with a dual-frequency distress beacon—a model that has truly saved lives.
The museum honours these achievements with displays that recount Breitling’s pioneering moments and technical breakthroughs.
Historic documents and photographs give a rich backdrop to these milestones, while interactive exhibits make history accessible and engaging for all.
Celebrate Breitling’s Star-Studded Legacy
Breitling’s influence extends beyond horology into the world of arts and culture.
Famous figures such as jazz legend Miles Davis and rock icon Serge Gainsbourg have sported Breitling timepieces, adding a layer of cool sophistication to the brand’s image.
This pop-up museum doesn’t just celebrate watchmaking—it celebrates the cultural resonance of Breitling’s name. Visitors will find these references woven throughout the exhibition.
At the museum shop, indulge in Breitling: 140 Years in 140 Stories, an exclusive anniversary book published by Rizzoli (€65/£56/$70).
With stunning imagery and captivating stories, this collector’s book is a must-have for anyone inspired by Breitling’s journey.
Plan Your Visit to Breitling’s Zurich Pop-Up Museum
With free admission and a prime location, the Breitling Then & Now pop-up museum in Zurich is an unmissable event for those with a passion for heritage, innovation, and sophisticated style.
Visitors can even relax in an elegant café area, perfect for reflecting on the brand’s milestones over coffee.
It’s a unique opportunity to walk through 140 years of luxury watchmaking, learn about Breitling’s groundbreaking inventions, and see first-hand why Breitling remains at the forefront of the industry.
Embrace this chance to explore Breitling’s timeless legacy in a setting that promises elegance, excitement, and unparalleled insight into the world of luxury timepieces.
AT A GLANCE
Event Information
Event: Breitling Then & Now – Pop-Up Museum
Dates: 29 August 2024 to 11 May 2025 (The pop-up will be closed on 18 April, 20 April and 01 May)
Venue: Breitling Pop-Up Museum
Address: Rennweg 14/16, 8001 Zurich, Switzerland
Website: Breitling The & Now – 140 Years
Opening Hours:
Tuesday to Friday: 10:00 to 19:00
Saturday and Sunday: 10:00 to 18:00
Admission: Free (reservation required, available on-site or online)