Breitling, the Swiss watch brand with a worldwide reputation for luxurious high-performance timepieces, hosted a dazzling celebration of its entry into the Chinese market with a red-carpet gala night at Beijing’s breathtaking Phoenix Center on November 20, 2018.
International movie stars and Breitling Cinema Squad members Brad Pitt and Daniel Wu were on hand to mark the occasion, along with surfer Sally Fitzgibbons and photographer and filmmaker Peter Lindbergh. They were joined by personalities from the worlds of fashion, high society, sport, music, and film, including Japanese fashion designer Motofumi “Poggy” Kogi, South Korean actress Shin Se-Kyung, Chinese actress Qi Wei, and Chinese actor Li Zonghan.
Illuminated in sparkling blue light recalling Breitling’s corporate colour, the Phoenix Center – already an architectural wonder – welcomed some 500 invited guests in style. They entered the venue via a red carpet flanked by lanterns while more than 100 members of the local and international media photographed and interviewed the VIPs as they arrived.
Breitling CEO Georges Kern got the night off to a rousing start with the introduction of his brand’s celebrity guests, including Australian Surfers Squad member Sally Fitzgibbons and renowned photographer and filmmaker Peter Lindbergh, along with two high-profile members of the Breitling Cinema Squad, Daniel Wu and Brad Pitt.
“Tonight marks the beginning of a new chapter for Breitling in China, and we are incredibly excited. We are thrilled to give you a look into what we call our legendary
future, focusing not only on air but also on sea and land, together with our Breitling Squads, which include some of our most important partners, ambassadors, and friends,” Georges Kern said. He added: “Breitling opened its first Asian flagship boutique in Beijing only
a few months earlier and we are strengthening our online and digital presence in Asia through our strategic partnership with Alibaba with the grand opening of the Breitling Tmall flagship store.”
Brad Pitt expressed his enthusiasm for the campaign, saying: “It’s great to be here in Beijing with Breitling. The brand is undergoing a transformation while also incorporating its history into the designs and I’m enjoying being part of it.”
Daniel Wu is also enjoying his new role as a member of the Cinema Squad and told the audience: “I think you’ve seen that the Breitling campaign is unlike anything being done by anyone else. It’s very effective but I hope you can also get a sense of how much fun it is.”
To round out the evening, Georges Kern, Brad Pitt, and Daniel Wu, in true show business fashion, posed – with photographer Peter Lindbergh, appropriately – for a selfie. As Georges Kern pointed out: “I can’t think of anyone in the world better qualified to take this picture.”
The orchestra and drummers had saved their most dramatic piece for the end of the night, and, as the guests departed, there was no doubt in their minds that Breitling had arrived in China.