If you enjoy checking out watch exhibitions in general, you will love the Breitling Pop-Up Museum that’s happening right now in Zurich, but which has also spun off a series of capsule events all around the world. As the brand celebrates its 140^th anniversary with year-round launches and thematic activations, this experiential pop-up creates the perfect opportunity for watch enthusiasts to be fully enveloped in the world of Breitling, spanning land, sea and of course, sky.

Titled Then & Now, the Breitling Pop-Up Museum begins with a view to the brand’s origins, sharing a selection of unique and as yet untold stories. For example, it’s pretty common knowledge that the manufacture is currently based out of La Chaux-de-Fonds, but did you know that Breitling’s story actually began in 1884, a short distance away in the neighboring town of Saint-Imier? Founder Leon Breitling moved the company in 1892, seeking larger premise for the growing business.

This and other cool facts are documented among Breitling’s major milestones, all of which you will discover while walking through the Time Tunnel. Thereafter, the Breitling journey trifurcates into three distinct universes replete with timepieces as well as a host of lifestyle merchandize from collectibles to wearables and even consumables.

Delve into the brand’s many collaborations and partnerships to better understand Breitling’s take on everything from racing culture, cycling and surfing to environmental conservation, social causes and improving lives.

Next, a collection of 88 rare vintage watches that showcase Breitling’s pioneering innovation and inspired exploration over 140 years are the central focus of the pop-up museum. After all, Breitling was the first watch brand to patent a dual-pusher chronograph — that was in 1934 — thereby establishing the quintessential style of all classic chronographs today. You will naturally be able to see these early wrist-worn chronographs, along with the accompanying archival documents such as product catalogs and advertisements.

Other important watches to check out include the Navitimer Cosmonaute which was the first Swiss wristwatch in space. Worn by Mercury 7 NASA astronaut Scott Carpenter in 1962 as he orbited the Earth three times, it features the famous 24-hour dial that allowed Astronaut Carpenter to know at a glance whether it was day or night whenever he checked the time.

Then there are the watches that accompanied the first non-stop round-the-world balloon flight completed by Bertrand Piccard and Brian Jones in 1999, the first diving chronograph, Breitling’s SuperOcean Ref. 807, and the cult favorite, the Breitling Emergency, which was first in the world to feature an international distress beacon within a wristwatch.

Apart from timepieces to see, there are also lots of cool things to do at the Breitling Pop-Up Museum. Try out the flight simulator and see if you can land a plane — or perform an aerobatic maneuver without losing your sense of balance.

Next, check out the mini in-house Chronometrie as well, to explore the intricacies of Breitling’s movement manufacture. As one of the few independent companies that manufacture their own movements, and to have all their movements COSC certified, this is definitely worth exploring further. Understand the COSC certification procedure and find out exactly why it takes 10 months of production and 1,000 tests to achieve.

Finally, wind up at the Breitling Café and pick up a cocktail or two, along with some small plates to share as you revel in the fascinating stories and cool discoveries throughout the museum.

At the event’s inauguration on 28^th August, Breitling CEO Georges Kern welcomed Swiss explorer and climate advocate Bertrand Piccard and Gregory Breitling, son of Willy Breitling, the last member of the Breitling family to head the company, to share in this momentous occasion. And to pick up a memento of this visit, check out the museum gift shop stocked with Breitling merchandize as well as the brand’s special anniversary book titled Breitling: 140 years in 140 Stories.

“The pop-up museum is a glimpse behind the curtain of Breitling’s heritage-inspired collections,” says CEO Georges Kern. “Our modern-retro style would not be possible without a foundation of 140 years of pioneering firsts.”

Located on Rennweg 14-16, just down the street from the Breitling boutique on Bahnhofstrasse 70, the Breitling Pop-Up Museum is open to the public and completely free of charge, for a limited time only. Simply walk in for a ticket or register online here to secure a timeslot of your choice.