Breitling (BREITLING) is a prestigious brand of aviation timepieces with a history spanning more than 140 years, founded in 1884 in Saint-Imier, Switzerland, by Léon Breitling. As a pioneer in chronographs, the brand introduced the “Chronomat” in 1942—the world’s first chronograph featuring a rotating slide rule. In 1952, it launched the “Navitimer,” which has since earned the unwavering trust of pilots and the aviation industry.
Guided by the philosophy of “INSTRUMENTS FOR PROFESSIONALS,” the brand continues to create timepieces that combine functional beauty with a spirit of adventure. It operates three company-owned boutiques in Ginza, including the world’s first brand-owned store to open in Japan.
BREITLING: Basic Information About the Breitling Ginza Store
There are three company-owned boutiques in Ginza where you can experience the world of Breitling.
■ Breitling Boutique Ginza (the world's first company-owned boutique)
This is the world’s first authorized Breitling boutique, which opened in 2002 as “House of Breitling Ginza.” It was renamed “Breitling Boutique Tokyo” in 2011 and “Breitling Boutique Ginza” in 2022, and was reimagined with a new concept in 2019.
- address (e.g. of house): 6-6-19 Ginza, Chuo-ku, Tokyo 104-0061
- Phone number: 03-3289-1884
- Business Hours: Weekdays 12:00 PM–8:00 PM / Saturdays, Sundays, and Holidays 11:00 AM–8:00 PM
- Access: 1-minute walk from Exit B7 of Ginza Station on the Tokyo Metro Ginza, Marunouchi, and Hibiya Lines
- feature: Spanning three floors, the space features a vintage-inspired industrial loft design. The full collection is displayed as if you were browsing a closet, and the third floor features a VIP lounge. This location—where knowledgeable and experienced “Sales Masters” provide exceptional service—can be considered the origin of Breitling boutiques worldwide.
■ Breitling Boutique GINZA SIX
This is the 12th Breitling boutique in Japan and the first to be located within a shopping center. It features a more open layout, creating a space where customers can easily drop by.
- address (e.g. of house): GINZA SIX, 6-10-1 Ginza, Chuo-ku, Tokyo 104-0061
- Access: A 2-minute walk from Exit A3 of Ginza Station on the Tokyo Metro Ginza Line
- feature: Approximately 150 watches are on display at all times. In addition to the regular collections, such as the Chronomat and Navitimer, there is a wide selection of gold models and limited-edition models. It is the only store in Japan that carries “Deus × Breitling” apparel.
■ Breitling Boutique, Ginza Mitsukoshi
This newest boutique opened in November 2025 on the 4th floor of the Ginza Mitsukoshi New Wing. Based on the concept of a playful industrial loft, it offers a high-quality, warm atmosphere.
- address (e.g. of house): 4F, Ginza Mitsukoshi New Wing, 4-6-16 Ginza, Chuo-ku, Tokyo 104-8212, Watch
- Phone number: 03-5915-4747
- Access: Directly connected to Ginza Station on the Tokyo Metro Ginza, Hibiya, and Marunouchi Lines
- feature: The store offers a diverse collection, including models exclusive to Japan. Located in Ginza Mitsukoshi, it’s conveniently situated so you can easily stop by while you’re out shopping.
It's good because it's in Ginza.
The biggest advantage of buying a Breitling in Ginza is that,From the origins of the world’s first company-owned specialty store to casual shops in shopping centers and cutting-edge boutiques in department stores—enjoy three distinct shopping experiences all within one area.It is located here. Opened in 2002, the Ginza flagship store holds special historical significance among Breitling boutiques worldwide. In this industrial loft space brimming with vintage charm, you can experience the unparalleled luxury of exploring the full collection as if peering into a secret closet—a privilege you won’t find anywhere else.
The GINZA SIX store carries the only “Deus × Breitling” apparel collaboration collection in Japan, allowing you to experience not just the watches but the brand’s entire lifestyle. Furthermore, with the opening of the Ginza Mitsukoshi store in November 2025, the Breitling experience in the Ginza area has become even more enriching. Each store carries Japan-exclusive models, expanding the joy of discovering a special timepiece that can only be found in Ginza.
Another unique feature of the Ginza Boutique is the opportunity to receive in-depth consulting from sales experts with extensive specialized knowledge—including advice on the “Emergency” special-edition model, which is available exclusively to pilots and licensed radio operators.
BREITLING: Who Wears a Breitling?
People who wear Breitling watches,Adults with active, dynamic personalities who prioritize functionality and a spirit of adventure and understand the core value of “instruments for professionals.”...is the main focus. “Rolex and Omega just aren’t enough—I want a watch that’s tougher and has a stronger military and aviation vibe”—it enjoys overwhelming support from this dynamic demographic.
It is favored by pilots, business executives, actors, musicians, athletes, and others who have established solid track records in their respective fields. The authentic functional beauty—epitomized by the “rotating slide rule” and “Emergency” models—which is the result of a relentless pursuit of practicality, has captured the hearts of those seeking not just fashion items, but “genuine tools.”
While the brand has a strong, masculine, and powerful image, it is also chosen by both men and women who want to embody a “cool, inner strength”—as evidenced by the fact that Hollywood stars Brad Pitt and Charlize Theron serve as brand ambassadors. In recent years, the brand has expanded its women’s lineup—including the Superocean Lady—and has seen a steady increase in fans among active, sophisticated adult women.
BREITLING: Popular Breitling Products
At Breitling, the following collection models are particularly popular.
- Navitimer B01 Chronograph 41 Ref. AB0139211B1A1
The current standard model of the iconic “Navitimer,” introduced in 1952. As the origin of pilot’s watches—featuring the world’s first rotating slide rule—its circular slide rule offers both excellent readability and practicality. Prices start at approximately 1,038,000 yen. - Chronomat B01 42 Ref. AB0134101C1A1
A flagship sports chronograph from Breitling that carries on the legacy of a timepiece first introduced to the world in 1942. Its distinctive rotating bezel and rider’s tab give it a powerful presence. Prices start at approximately 1,100,000 yen. - Superocean Heritage B31 Automatic 42 Ref. AB3111161C1A1
A popular line that carries on the style of the “Ref. 1004,” a three-hand diver’s watch released in 1957. The sharp hour markers and arrow-shaped hour hand create a look that’s both retro and modern. Prices start at approximately 761,980 yen. - Superocean Automatic 44 Ref. A17376211B1A1
A full-fledged diver's watch boasting 300-meter water resistance. Its sturdy case and colorful dial options are perfect for an active lifestyle. Prices start at approximately 498,000 yen. - Transocean Unitime
The World Timer was developed for travelers who fly around the world on large passenger jets. Its practicality—allowing users to check the time in 24 cities simultaneously—has earned it popularity among business travelers. Prices start at approximately 1,200,000 yen. - Navitimer 8 B01 Chronograph 43 Ref. A008B-1PSS
The "Navitimer 8" is a sub-line inspired by Breitling's early days. With its simple and sophisticated design, it's a versatile watch that fits right in at the office. Prices start at approximately 679,000 yen.
BREITLING: Celebrities Who Wear Breitling
Breitling is beloved by many celebrities and artists both in Japan and abroad. Here are a few examples.
- Takuya Kimura (TV personality): A devoted fan of the Navitimer Ref. A022B01WBA. The sophisticated style of this national star harmonizes perfectly with the origins of the pilot’s watch, which features the world’s first rotating slide rule.
- Shun Oguri (Actor): He is a fan of the Japan-exclusive model 'Montbrillant 40’s R475G40WBA” and vintage Navitimers. This rare, Japan-exclusive timepiece was chosen by an actor who is so particular about his outfits and accessories that he even brings his own items to photo shoots.
- Tsuyoshi Kusanagi (actor): He wears the Navitimer 01 Ref. A022B01WBA in the drama *The Single Aristocrat*. The classic pilot's watch complements his style, which is defined by a strong attention to fashion details, such as his denim outfits.
- Go Ayano (actor): A devoted fan of the Chronomat 41 Ref. A014C30PA. A talented actor with a unique presence wears the brand’s iconic pilot’s watch with style.
- Ryoko Yonekura (Actress): In her starring role in the drama series *Autobahn: Eiko Yagami, Female Detective of the Organized Crime Unit*, she wears the Japan-exclusive “Montbrillant” model, Ref. A417G34WBA. This classic 38mm chronograph looks elegant on her as she embodies the image of a cool, confident woman.
- Brad Pitt, actor: A Hollywood star who has served as an official brand ambassador for Breitling for many years. He is also known as a watch enthusiast and enjoys wearing a wide range of models, from retro to modern.
- Charlize Theron (actress): A Hollywood actress who serves as an official brand ambassador for Breitling. Her image as a cool, beautiful woman with inner strength aligns perfectly with the brand's philosophy.
BREITLING: Breitling Price Range (Approximate Prices)
The market price of Breitling watches varies depending on the collection and model.
- New (regular price): Prices start at approximately 498,000 yen for the entry-level “Superocean Automatic 44,” approximately 679,000 yen for the “Navitimer 8 B01 Chronograph,” the “Superocean Heritage B31” at approximately 761,980 yen, the popular “Navitimer B01 Chronograph 41” at approximately 1,038,000 yen, and the “Chronomat B01 42” at approximately 1,100,000 yen. Some Japan-exclusive models and gold models even reach prices ranging from 2 million yen to over 3 million yen.
- second-hand market: Starting at approximately 979,000 yen for the “Navitimer B01 Chronograph 43 Ref. AB0138241G1A1,” the “Chronomat Evolution” starts at approximately 240,000 yen, and the “Navitimer Automatic 41” starts at approximately 450,000 yen. Discontinued models and Japan-exclusive models tend to command a premium, with the “Navitimer B01 Chronograph Japan Exclusive” reaching a buyback price of 700,000 yen.
- Limited and Collaboration Models: The “Chronomat Automatic GMT Erling Haaland” (limited to 500 pieces) and the “Chronomat B01 42 Erling Haaland” (limited to 250 pieces)—collaboration models with soccer player Erling Haaland—feature meteorite dials and are highly sought after by collectors.
- property (asset) value: While prices haven’t skyrocketed as dramatically as those of Rolex or Patek Philippe, popular models like the Navitimer and Chronomat enjoy steady demand, and Japan-exclusive models in particular tend to command a premium. Price adjustments have been implemented in recent years, and further price increases are expected in the future.
BREITLING: The Appeal of Breitling and Our Recommendations
For Men: Perfect for men who seek true functional beauty and a rugged presence
The “Navitimer” and “Chronomat” are the classics. The former, as the origin of pilot’s watches—featuring the world’s first rotating slide rule—exudes a distinctive presence even in business settings. The latter, with its robust construction and bold design, is ideal for an active lifestyle. If you’re serious about diving, the “Superocean” is the ultimate choice.
For Women: For women who want to express a cool, inner strength
We recommend compact models such as the “Super Ocean Automatic 36” and the “Navitimer Automatic 38.” This lineup is appealing for its blend of strength and elegance, which helps create the kind of strong, intelligent femininity embodied by Charlize Theron.
BREITLING: Breitling Age Groups
mainly30's to 60'sIt enjoys popularity across a wide range of age groups. It is particularly popular among those with active lifestyles, such as pilots, aviation professionals, and outdoor and water sports enthusiasts. It is also highly popular among business professionals as a “highly functional sports watch,” and its fan base is expanding among younger generations in their late 20s and 30s.
BREITLING: If you were buying a Breitling for yourself?
"Navitimer B01 Chronograph"or"Chronomat B01 42"We recommend these two. The former is a timepiece that lets you wear the very history of aviation watches on your wrist as a brand icon, while the latter is a versatile model that combines rugged durability with dynamic design. These are exceptional pieces you’ll want to treat yourself to as a “practical reward” for milestones such as new challenges, promotions, or earning a certification.
BREITLING: What if you're giving a Breitling as a gift?
For men"Super Ocean"or"Navitimer 8"is a classic choice. Its high practicality, which complements an active lifestyle, makes it a welcome gift. For women,"Super Ocean Automatic 36"We recommend compact models like these; their designs, which combine strength and elegance, make for a unique and one-of-a-kind gift. They’re perfect as gifts to celebrate new challenges, such as starting a new job, a promotion, or earning a professional certification.
Summary
Breitling truly shines in the special setting of Ginza. Its history as a pioneer of chronographs dating back to 1884; its commitment to authenticity embodied in the philosophy “INSTRUMENTS FOR PROFESSIONALS”; and the functional beauty born of a relentless pursuit of practicality, symbolized by the rotating slide rule and the emergency function— The deep bond between the brand and Japan, which began with the world’s first brand-owned boutique opening in Ginza in 2002, remains as strong as ever, even after more than 140 years.
Breitling is a masterpiece suited for all active adults who seek value beyond mere ornamentation—a “true tool.” To make your shopping experience in Ginza even more special, why not visit the world’s first Breitling-owned boutique, the “Breitling Boutique Ginza,” the GINZA SIX store, or the Ginza Mitsukoshi store?
