Breitling Japan: omni-channel commerce audit and localization

In a few words

Shaping a digital experience that doesn’t just sell watches but guides customers into the world of Breitling — with a particular focus on bridging the online journey to the in-store experience in Japan.

About the client

Breitling is a Swiss luxury watchmaker renowned for its precision chronographs, aviation heritage, and bold designs. With a global presence and a loyal following, the brand blends tradition with innovation, offering timepieces that carry both craftsmanship and prestige.

About the project

Following a new global e-commerce platform rollout, Breitling approached us to evaluate and refine its digital experience for the Japanese market.

Our approach

We began with a full UX audit across key user journeys, combining a heuristic evaluation with a review of analytics and market benchmarks. Our lens was always twofold: maintaining Breitling’s luxury brand expression, while removing barriers that created friction for users.

Through this process, we identified gaps in store discovery, product exploration, and cultural alignment. From there, we created a set of concrete recommendations — design adjustments, structural improvements, and content refinements — designed to strengthen the bridge between online browsing and in-store engagement.

Outcomes

Localization recommendations ensured the site not only looked global but felt local, resonating with Japanese users’ expectations and trust behaviors.

By reframing the site’s role and removing barriers in key journeys, our intervention helped Breitling strengthen its position in this market.