Breitling and Partners Group Are Entering the Luxury Real Estate Market in Miami
A residential tower bearing the watch brand’s colors, named “B Residences,” will be built in Miami. It marks a milestone in Breitling’s diversification. Partners Group plans to invest approximately $220 million in the project.
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.
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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.
In Miami, as in New York, the brand is focusing on living spaces to deepen its relationship with its clientele.
• Partners Group plans to invest approximately $220 million in B Residences in Miami.
• The Breitling Tower will have approximately 70 floors and more than 300 apartments, with completion scheduled for 2031.
• Empira, a real estate platform of Partners Group, will lead the project. The investment opportunity will be open to U.S. and international investors.
