This where the flash should stand...

Cultural Expansion to Accompany Retail Growth


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Known for its classical refinement and sophistication, the prestigious watch brand, Breguet, finds itself rightly situated among the most luxurious boutiques on Fifth Avenue in New York City. Open to the public at the end of November, the brand continues moving forward with growth. This time, it is firmly rooting itself into American culture.

A recent partnership with the New York Philharmonic is just the beginning for the brand. Now, Breguet is immersing itself even further into U.S. society with a charitable auction to benefit the New York Philharmonic School Partnership Program. The watch brand is offering the Breguet Classique 5157 for auction to benefit the New York Philharmonic charity. It is the same watch presented to Alan Gilbert at the opening night gala in September and 100 percent of the proceeds from the auction will help fund the School Partnership’s initiatives.

According to the New York Philharmonic, the School Partnership Program stimulates students' creativity and understanding of music through the experience of symphonic music. In studying great musical works, attending live performances of the New York Philharmonic, and composing music of

their own, students acquire focused listening skills, performance skills on recorder, musical literacy both symbolic and verbal, strategies for group work, knowledge of cultural history and a personal relationship to the art of music.

In a prepared statement offered by Mr. Marc A. Hayek, CEO of Montres Breguet, the brand noted that it is not only a company that embodies watchmaking excellence -- it is also a part of its cultural heritage, brimming with history and emotions. Breguet is driven by the principle of preserving humanity’s historical and cultural heritage well beyond the watchmaking world through various prestigious patronage activities. The partnership with the New York Philharmonic is yet another step toward promoting and preserving the world’s great cultural institutions. Through the philharmonic’s efforts to bring classical music to New York City’s youth, it is clear that the School Partnership Program is an organization that fosters an appreciation for culture that will carry on for generations.

“Breguet’s generous gesture of support could not be more timely,” said New York Philharmonic Director of Education Theodore Wiprud. “When music education is under more stress than ever, the Philharmonic’s School Partnership Program makes high-quality instruction part of every child’s life in our partner schools. This gift helps keep the Philharmonic’s connection with schools strong.”

The watch to be auctioned will be on display at the 5th Avenue Boutique starting December 15th. The Breguet Classique, an extra-thin Classique wristwatch in 18-carat yellow gold, has a self-winding movement and silvered gold dial, hand-engraved on a rose engine. The case diameter is 38mm and has water-resistance to 30m. The auction will begin on the eBay Giving Works site on Dec. 30th, 2010, at 12:01 a.m. and will end Jan. 15th, 2011 at midnight. For more information, go to

The new Breguet 5th Avenue Boutique is 3,500 square feet, which features a special exhibition space that will allow visitors to experience an interactive virtual tour of the Breguet manufacture located in Switzerland. The boutique will also offer a Breguet watchmaker and a pulsograph to showcase a minute repeater’s chimes and ticking.

This is the third Breguet Boutique to open in the U.S. The other two boutiques located on Madison Avenue in New York City, and Rodeo Drive in Beverly Hills, Ca., welcome this boutique as the new flagship location.