Story Highlight
– Breitling to open private members’ club in Brooklyn 2027.
– Club features restaurants, bars, and entertainment spaces.
– Partnership with VCR Group and Gary Vaynerchuk.
– Membership tied to limited-edition watch purchases.
– Expand presence with luxury residences in Miami.
Full Story
Breitling is set to expand its brand beyond traditional watchmaking by venturing into the hospitality sector with plans for its inaugural private members’ club in Williamsburg, Brooklyn, anticipated to launch in late 2027.
Known as the Breitling Social Club, or B Social New York, this initiative aims to create a luxurious venue featuring dining options, bars, entertainment areas, and environments conducive to both work and social interaction for its members.
The club is being developed in collaboration with VCR Group, co-founded by entrepreneur Gary Vaynerchuk, which also operates the renowned Flyfish Club in Manhattan.
The Williamsburg establishment’s features will include a range of specialty dining establishments, a rooftop bar, live music venues, aviation-themed lounges, co-working areas, and recreational game rooms, all within an industrial-style building.
Construction is currently in progress, with an expected opening in autumn 2027. However, details regarding membership costs, eligibility requirements, and overall capacity have not yet been disclosed.
Local licensing requirements are being addressed, as the Brooklyn Community Board recommended the approval of a liquor license in May 2026.
Access to the club is being linked to the purchase of select limited-edition watches. For instance, the Navitimer B09 Chronograph 41 Tribute to Miles Davis, limited to just 500 pieces, comes with a two-year membership to the Social Club. Additionally, buyers of two unique styles of Chronomat, which are exclusively available to Aston Martin Valhalla supercar owners, will receive five-year memberships as part of their purchase.
This club opening is aligned with a broader strategy to enhance Breitling’s footprint in the hospitality and real estate sectors. In Miami, plans have also been revealed for luxury residences bearing the Breitling brand, which include a proposed 70-storey tower housing over 300 condominiums, alongside a second B Social Club spanning 45,000 square feet.
Partners Group, the parent organization of Breitling under House of Brands, is set to invest approximately $220 million into the B Residences project, led by Empira Group.
Alfred Gantner, co-founder of Partners Group and chairman of Breitling, remarked, “This is a highly differentiated branded residences strategy, with the long-term private capital, development expertise, and brand coming from within the same group. B Residences represents a compelling new chapter in Breitling’s story, where the brand’s bold spirit will translate more than a century of Swiss mechanical precision, know-how, and heritage into the built environment.”
Georges Kern, CEO of House of Brands, stated, “B Residences is about enhancing brand equity and creating more than a place to live. It’s about creating a lifestyle and a true sense of community. Every space, every design detail, and every experience at B Residences will be intrinsically Breitling: refined, relaxed, and thoughtfully curated to bring people together. Just like in our boutiques, we want residents to feel immediately connected to our brand universe and global community. We look forward to shaping this vision together and bringing Breitling’s values and style into luxury condominium living.”
Construction for the Miami project is projected to begin in late 2028, with completion anticipated by 2031.
