Breitling, the Swiss luxury watchmaker founded in 1884, was in celebration mode on Wednesday evening in New York City as the brand’s latest 3,740-square-foot, multilevel Meatpacking District boutique is now officially open for business.

The official ribbon-cutting ceremony of the store was led by Breitling chief executive officer Georges Kern and USA president Thierry Prissert, alongside actress and brand ambassador Charlize Theron, who presided over the snipping with a pair of gold scissors. The new Meatpacking boutique marks the brand’s 36th store in North America as part of its continued global retail expansion.

It should come as no surprise that Theron commands notable endorsements outside of her film roles, as the South African-born star signed an 11-year contract with Dior and has served as ambassador for Dior’s J’adore perfume range since 2004.

She also has been a longtime partner with Breitling as she joined Brad Pitt, Daniel Wu and Adam Driver as brand ambassadors, in a group dubbed the Breitling Cinema Squad, in 2018.

“I think ultimately it’s about storytelling. You know, it’s ultimately trying to figure out what the story is, and I think any brand will tell you that if it feels like it’s on an authentic path, then it resonates and it’s trying to like, get to that place. I feel like I’ve been very fortunate to work with people who have always kind of honored and appreciated collaboration. I think that for me, is why I have had longevity with a lot of brands, because it just feels like there’s a good partnership. And I think it’s also a way to kind of tell somebody that you’re invested in it that you actually care. I mean, I can also just show up and put the dress on and walk or whatever but it’s actually something that I really care about,” Theron told celebritiestalks.

The partnership is continuing for both Breitling and Theron, as she was also revealed Wednesday as the face of the brand’s newest release for its Navitimer watch range — the Navitimer 36 and 32. Breitling introduced the Navitimer 70 years ago as a navigational timepiece for aviators.

The new timepieces are adorned in pops of pastel, mother-of-pearl, and traceable precious materials combined with the Navitimer’s distinct beaded bezel to create timepieces with a jewelry-like appeal.

The 36-mm Navitimer features the beaded bezel and signature circular slide rule (used by pilots as an analog calculator) that give the style its unmistakable appearance and is finished in three metallic dial colors (mint green, silver, and anthracite) with baton indexes, or with a white mother-of-pearl dial set with round-cut “better diamonds.” 

As for the 32-mm version, though more simplified, it features a mother-of-pearl dial in a powdery pink and light-blue colorway (a first for the brand) along with classic white. The watch is powered by Breitling’s Caliber 77, an extremely precise SuperQuartz movement that, as with all of Breitling’s quartz calibers, has the added distinction of being COSC-certified, and water resistant to 50 meters (5-bar).

“I really liked this 36-mm with the pearl face. I really liked this one a lot. I just feel like the thing with watches — it’s maybe the same as with clothes — it’s something that is very, there’s a feel, you know? There’s kind of like that’s the umami of liking something, is that how does it feel on you? Not necessarily everything, but how does it look? It’s that thing where you put it on your arm and it just feels right, the size feels right, it sits on your wrist right and also you forget about it. And then you’re driving and you notice it — I think for me that’s very important,” said Theron.

The evening culminated at the Classic Car Club Manhattan, which included the debut screening of the campaign film “Navitimer — for the Journey,” which stars Theron as well as modern ballet performances by the American Ballet Theatre Studio Company dancers accompanied by jazz drummer Eric Harland, evoking the actress’ past as a ballet dancer. The star-powered event also highlighted Breitling’s longtime brand heritage, with appearances from ABT principal dancer and ambassador Misty Copeland, along with fellow Breitling ambassadors, basketball superstar Giannis Antetokounmpo and two-time Olympic gold medalist snowboarder Chloe Kim.

“It’s always a question of balance because you need modernity, but you need reassurance also for the customer. And you need to play on those pillars, because we have a long history since 1886. But you cannot be a vintage brand, right? So the point is, how do you keep it up? How do you keep up with society, with COVID[-19] and with all the changes which are happening in our society, and still be relevant. At the end of the day, what is important, is your brand relevant? And then the steam, we call the steam the history and the roots, and it’s a fine line you need to take and that’s where we are,” Kern told celebritiestalks.