After drawing over 16,000 visitors and hosting more than 100 events, Breitling’s Then & Now pop-up museum in Zurich is now on its final two months. Launched with a landmark opening in August 2024, this immersive showcase of Breitling’s 140-year history has drawn watch enthusiasts, collectors, and newcomers. With its last day on May 11, 2025, now is the time to visit this unique exhibition.
Since opening at Rennweg 14-16, Then & Now has been a hub of discovery showcasing Breitling’s pioneering spirit. It has interactive displays, a flight simulator, and a mini in-house Chronometrie, while the in-house café has provided a welcoming space serving everything from a morning coffee to an after-work apéro.
The museum has also hosted a series of Heritage Talks, a deep dive into a defining moment in Breitling’s history.
Last October, Kris Stoever, daughter of Mercury 7 astronaut Scott Carpenter, shared personal stories of her father’s mission and the Breitling Cosmonaute, the first Swiss wristwatch worn in space. Last December, a special panel discussion highlighted the contributions of women in watchmaking, featuring industry leaders. Last February, collector Fred Mandelbaum explored the origins of the legendary Navitimer, from its creation for the Aircraft Owners and Pilots Association. Also last February, explorer Bertrand Piccard and journalist Gerald Tubb examined the life-saving legacy of the Breitling Emergency, the world’s first watch with an international distress beacon.
On March 25, 2025, there’s the talk with a panel of surfers on Breitling’s ties to the sea, and in April, on its longstanding connection to cycling.
Breitling’s Then & Now museum features the brand’s most important breakthroughs in watchmaking. Visitors can see timepieces that redefined their era:
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The first timekeeper used by Swiss police to catch speeding drivers
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The world’s first modern chronograph, the 1934 dual pusher
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The first Swiss wristwatch in space, worn by Scott Carpenter in 1962
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The first dive chronograph, the SuperOcean Ref. 807
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The first automatic chronograph, the Chrono-matic, launched in 1969
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Watches known for their celebrity wearers, including Miles Davis, Raquel Welch, Serge Gainsbourg, and Mick Jagger
Every exhibit tells a story—of technical breakthroughs, fearless explorers, and cultural legends who made Breitling their timepiece of choice.
Admission is free. Visitors can pre-book a time slot at museum@breitling.com or walk in during opening hours: Tuesday–Friday from 10 a.m. to 7 p.m., and Saturday–Sunday from 10 a.m. to 6 p.m. For more details, please visit the museum website
