Breitling and Partners Group Are Entering the Luxury Real Estate Market in Miami

More than 300 apartments will be offered for sale, along with several penthouses featuring private pools. The 4,000-square-meter site is located in a neighborhood home to international companies, five-star hotels, and high-end residential complexes.

The development will be entrusted to Empira Group, a real estate platform acquired by Partners Group in 2025, whose Miami team will oversee the project from design through completion. It will collaborate with Breitling, the architectural firm Arquitectonica, and interior design specialists.

For Partners Group, the project brings together two businesses within its portfolio and aims to highlight the appeal of a watch brand through a real estate asset. This strategy, already proven in the luxury industry with brands such as Fendi, Armani, Versace, and Missoni, is still rare in the watchmaking sector. Only Jacob & Co., in collaboration with Binghatti, is currently planning the construction of a residential tower in Dubai’s Business Bay district. Partners Group’s strategy will be open to U.S. and international investors; certain real estate assets within the group may participate in the project.

The commercial appeal lies in particular in the price premium that a branded residence can command. Lahcen Knapp, founder and chairman of the board of directors at Empira, highlighted this potential in a press release, linking the appeal of Miami and the coveted location of the Brickell neighborhood to the image of a watch brand like Breitling, which enjoys a booming U.S. market. However, the press release does not specify either the sale prices of the apartments or the marketing timeline.

The other major new initiative that the Breitling brand is preparing to launch—and which will be prominently featured at the heart of the B Residences in Miami—is the Breitling Social Club. This private club project, rooted in the brand’s universe, is a brand-new concept designed to extend the brand experience into very large spaces. The first of these Breitling Social Clubs is under construction in New York, in the Williamsburg neighborhood of Brooklyn. Located on the site of the former Urban Outfitters building and developed in partnership with VCR Group, it will span several floors and feature a high-end restaurant, coworking spaces, entertainment lounges, aviation- and music-themed bars, and a rooftop with views of Manhattan. The B Residences tower in Miami will also feature a rooftop spanning nearly 4,200 square meters, spread across two levels. In addition, the tower will offer all residents a concierge service, rooftop pools, and a private gym.

Georges Kern, CEO of House of Brands, states: “B Residences aims to strengthen brand equity and create much more than just a place to live—it’s about creating a lifestyle and a true sense of community. Every space, every design detail, and every experience within B Residences will be intrinsically Breitling: refined, relaxed, and carefully thought out to bring people together. Just as in our boutiques, we want residents to immediately feel connected to our brand’s world and our global community. We look forward to bringing this vision to life together and integrating Breitling’s values and style into life within a luxury residence.”

In Miami, as in New York, the brand is focusing on living spaces to deepen its relationship with its clientele.