Tue Jun 27, 2023 5:44 am
Breitling high quality cheap watches: Revival and the George Cohen Effect
Breitling needs no introduction. By hearing the name, I'm sure you can already picture their watches, that's how strong their reputation and design personality is. They are one of those brands with an extremely loyal following and have produced some of the most famous watches such as the Navitimer and Emergency. Still, they are arguably one of the most recognizable watch brands out there, given their unique design language and pricing, as they cater to a wider range of needs. Now, that doesn't mean Breitling hasn't faced challenges, most recently before 2017. The brand is battling internal and external headwinds. Internally, it lacks direction, while externally it faces more intense competition, market trends and consumer demands. Thankfully, under the leadership of Georges Kern, and a capital injection from CVC Capital in 2017, the situation has reversed. According to Morgan Stanley statistics, in 2022, Breitling has entered the top ten Swiss watch brands in terms of sales revenue. We'll see how this is done. Glad to know I'm not the only one drawn to their latest release!
history
Before we consider Breitling today, we need to take a look back at its past and understand how rich its history is. That's always useful to set the context, because watches are emotional products and a lot of what drives people's desire for a watch or brand comes from what they stand for. Breitling was founded in 1884 when Leon Breitling opened his first atelier in Switzerland. His and the brand's focus has been on chronographs, and that's where they've found success. They were widely used and succeeded in creating innovations that are still relevant today. It is worth mentioning that in 1893 the brand produced a movement with an 8-day power reserve and a pulsometer used by doctors to read heart rate. Thereafter, in 1915, in 1934, Breitling moved the timing start/stop button from the crown to the 2 o'clock position and the reset function to the 4 o'clock position. This helps prevent any unintentional pushing, increasing accuracy and ease of use. Breitling laid out the blueprint for the future of chronographs, and apparently, this is how most modern chronographs work.
From then on, the 1930s and 1940s were periods of building the brand identity we know today. Willy Breitling luxury cheap Watches, who took office in 1932, realized the importance of the aviation industry and focused on the production of cockpit instruments. Beyond that, innovations continued, and in 1940 they developed the logarithmic side rule, which allowed calculation of mathematical operations. It was during this period that we began to see some of the series we are familiar with, some of which are still in collections today, such as the 1943 Premier.
With its brand identity established, the brand began expanding beyond the military in the 1950s. Most notably, 1952 introduced the Navitimer (combined navigation and chronograph), a tool sold to civilian pilots that allowed them to perform all necessary calculations. Initially, it was only sold to members of the Aircraft Owners and Pilots Association (AOPA), but it was so successful that it was introduced to the public. Breitling also introduced other products, such as the Co-Pilot chronograph, but the next big move was the SuperOcean in 1957. The development, competition and demand of other dive watches at the time may have contributed to the brand's decision to shift its focus to the ocean.
Lest we get too deep into it, Breitling, like most other brands, is struggling through a quartz crisis. Ownership changed, and under Ernest Schneider, Breitling embraced quartz because it provided pilots with the necessary precision. This gave rise to the slogan "The Professional's Instrument". Meanwhile, Breitling continued to produce mechanical watches and, to celebrate its 100th anniversary, introduced the Chronomat. A large mechanical watch that went against the tide of the market, yet succeeded. Despite Breitling's success in new territories, there is no doubt that their recognition comes from aviation-focused chronographs.
challenge
Breitling has a long history in the watch world with some great achievements. Under the new leadership of Ernest Schneider, a Swiss soldier and former head of Sicira (a small watch company), it overcame the quartz crisis and played a key role in the renaissance of mechanical timepieces. Still, it faces some difficulties, but it's not one specific challenge, but a combination of several. I'm talking about the period before 2017 (if I had to pick a start date, it would be the mid-2000s). Multiple factors, both internal and external, went hand in hand to negatively impact Breitling. This has led to a steady decline in interest and sales. We'll break it down to fully understand how it got here.replica Breitling Avenger Watches
Start with internal factors. Now, for anyone who has ever browsed the Breitling website or followed the brand closely, it can be easier to imagine that they have a very complicated collection. No, it's not complicated from an action point of view, but from a consumer point of view. There are so many watches to choose from. To try and prove this, we looked at all watches sold on Chrono24 from 2007 to 2016 and found 604 unique references. They exist in over 11 different ranges. Admittedly, having choice is often a positive, but that goes beyond the many different watch face options (colors and configurations), complications, and sizes. Trying to preserve the story and emotion behind a watch can be difficult even in the best of circumstances, especially with lesser-known models.
Therein lies some other issue, namely brand direction. On the one hand you have the main products of the range such as Navitimer, SuperOcean and Emergency, but on the other hand you also have the For Bentley and Transocean models. Then within these series, the designs vary. This isn't a knock against any model, more of an emphasis on design consistency and the language is messy, and the focus feels inconsistent (I don't know what's going on internally, but that's my impression from the outside). Let's take the Transocean series as an example. Under this designation from 2007 to 2016, you can find vintage style chronographs, world time chronographs, pure date chronographs and moon phase chronographs. It may not sound like much, but it boils down to inconsistencies in design.
Outside of Breitling, broader watch trends are changing. The most important thing is size. As we discuss in our replica mens watches Trends article (available here), demand is slowly shifting from larger watches to more wearable watches. Given Breitling's main focus on pilot watches, the average size of the watches they offer tends to be slightly larger. Panerai faces a similar dilemma, although they specialize in large dive watches. Looking at the trends, the most produced watch sizes seem to be between 41-43mm. If we compare this with Breitling, we can see that between 2007 and 2016, the proportion of 44 mm was the highest among watches sold. Beyond that, the next highest categories are 43mm and 46mm. Interestingly, 9% of all watches currently have a diameter of 48mm, almost double the proportion we see at an industry level with diameters greater than 47mm. Breitling is clearly catering to an audience that likes these big timepieces.
It's not just size preferences that have changed, but aesthetics as well. Looking at most Breitling watches before 2017, they are very busy. Many watches may simply be chronographs with three sub-dials, but the look is complicated by the size of the sub-dials, the size of the hour markers, and the use of minute markers and Arabic numerals. Beyond that, Breitling watches were (to some extent still are) extremely polished and thus could be considered more ostentatious - think its For Bentley collection. There will always be a demand for watches in this style, some that fit their "professional instrumentation" slogan and aviation themes, however, tastes are changing. You see a shift in fashion to vintage watches. Interest in vintage watches themselves has risen, but so has demand for new vintage-inspired watches. The best example of this is the launch and subsequent success of the Tudor Black Bay. Also, the use of fauxtina on watches became more common, with the word first being mentioned around 2012. These watches bring a new wave of simplicity. Inspired by the past, when the watch is really used as a tool, a lot of excessive styling has been eliminated. Before you say it, I get it, the Navitimer always seemed complicated, but it influenced the rest of the line. These watches bring a new wave of simplicity. Inspired by the past, when the watch is really used as a tool, a lot of excessive styling has been eliminated. Before you say it, I get it, the Navitimer always seemed complicated, but it influenced the rest of the line. These watches bring a new wave of simplicity. Inspired by the past, when the watch is really used as a tool, a lot of excessive styling has been eliminated. Before you say it, I get it, the Navitimer always seemed complicated, but it influenced the rest of the line.
It's easy to see why Breitling replica watches swiss is facing headwinds now. The brand has a long history and influence, so it needed a turnaround, and thankfully, that's what happened in 2017.
The shift began in 2017 when private equity firm CVC Capital bought an 80 percent stake in Breitling for 840 million euros. Following the news, Georges Kern will join the new management team, interestingly, Kern owns 5% of the shares. He was CEO of IWC, member of the board of directors of Richemont and head of professional watchmaking. As the brand changes began, we can now look back on the past six years and fully appreciate the impact they had. Strategic shifts are driven by four main categories: simplification, scale, image and marketing.
As mentioned in the previous section, Breitling faces the big problem of overcomplicating collections and aesthetics. Focusing on collections, there are 604 unique models for sale on Chrono24 between 2007 and 2016. Obviously, this number may vary slightly depending on what's listed when you look at it, but it's a number that can be verified by Forbes, which mentions that Breitling had "more than 600 lines" by 2017. The simplification process isn't just about cutting references, it's about refining the pillars of the collection and the references within it. Previously, Breitling focused on the aviation field, but launched SuperOcean, Chronomat, Transocean, For Bentley and other watches, but you don't know their positioning in the brand. This problem was solved and streamlined into three core series: air, land and sea. Air continues to represent Navitimer and Professional, land represents Chronomat, and sea represents SuperOcean. Other series, such as the SuperOcean Heritage, have been grouped into these three groups, and their range has continued to expand over time and as new models are released. This change allows Breitling to have a clearer narrative about each group and what the watch stands for – something we'll discuss in more detail below. This gave consumers a better understanding of the entire collection, and Breitling also had the opportunity to shift some of its attention away from aviation and into other areas. They have expanded. This change allows Breitling to have a clearer narrative about each group and what the watch stands for – something we'll discuss in more detail below. This gave consumers a better understanding of the entire collection, and Breitling also had the opportunity to shift some of its attention away from aviation and into other areas. They have expanded. This change allows Breitling to have a clearer narrative about each group and what the watch stands for – something we'll discuss in more detail below. This gave consumers a better understanding of the entire collection, and Breitling also had the opportunity to shift some of its attention away from aviation and into other areas.RICHARD MILLE RM 72-01 LE MANS CLASSIC
From here on, simplifications lead to a reduction in the number of references provided. The aforementioned Forbes article noted that the number dropped from 600 to 150. Looking at the Breitling website for April 2023, the total number of watches available is 289. That's a big drop that ultimately improves product offerings. Then in the product line, the overall aesthetic of the watch has also been simplified. This led to the new watches being called "modern retro". Let's consider some major examples. First up is the Chronomat. For 2020, Breitling has updated the Chronomat collection, bringing back the famous "rouuleaux" bracelet, a beautiful and unique bracelet that embodies the essence of Breitling. The dials of the chronographs have been cleaner, and a time-only variant has been added. The dial acquires a sense of space and cleanliness. The watch is suddenly more versatile, open to new customers, and fits perfectly into the "Land" category. This is not the only example, Breitling even launched its most famous model - the aviation chronograph. Introduced in 2022, the product has been updated with movement, size and color options (more on that later). On the dial, though, we aimed to keep the feel of the watch as close to the original as possible, so Breitling kept the defining slide rule but decided to do away with the tachymeter. It's a bold move, but it works and makes the Navitimer more broadly appealing. Size and color options (more on that later). On the dial, though, we aimed to keep the feel of the watch as close to the original as possible, so Breitling kept the defining slide rule but decided to do away with the tachymeter. It's a bold move, but it works and makes the Navitimer more broadly appealing. Size and color options (more on that later). On the dial, though, we aimed to keep the feel of the watch as close to the original as possible, so Breitling kept the defining slide rule but decided to do away with the tachymeter. It's a bold move, but it works and makes the Navitimer more broadly appealing.
The topic of sizing is somewhat closely related to the idea of simplification. As Breitling tidies up the entire collection and reduces references, the focus is on offering fewer designs but more sizing options. As we covered in the previous section, Breitling recognized the trend in consumer demand for smaller timepieces and started to make a change. The new Navitimer for 2022 is available in three different sizes: 41mm, 43mm and 46mm. However, if we look at the number of references offered for each model, there are 16 variants for the 41mm, 7 variants for the 43mm and 4 variants for the 46mm. That's a noticeable downsizing even for the most iconic model that has historically been at the top of that size range. This is also reflected in the 36mm, 40mm and 42mm Chronomat watches. Again, the same thing happened with the SuperOcean, with most references to the smallest 42mm size (rather than the 44mm or 46mm that are also offered). You can clearly see this trend, especially with these fully updated models. The final point to point out here is that a big part of their strategy is recognizing that women are a big consumer of luxury watches, an area they haven't been focusing on before. There's a reason the 36mm Chronomat comes in light dial and diamond options. The final point to point out here is that a big part of their strategy is recognizing that women are a big consumer of luxury watches, an area they haven't been focusing on before. There's a reason the 36mm Chronomat comes in light dial and diamond options. The final point to point out here is that a big part of their strategy is recognizing that women are a big consumer of luxury watches, an area they haven't been focusing on before. There's a reason the 36mm Chronomat comes in light dial and diamond options.
Air, land and sea concepts are also integrated into its marketing, with Breitling creating “squads” for each concept. These teams are composed of celebrities and professionals from different fields, usually the best in their field. Those names include Giannis Antetokounmpo and Charlize Theron, as well as people like Scott Kelly who spent a year on the International Space Station. This allows Breitling to explore different angles when using these endorsements. In addition, they are exploring a different marketing channel, namely a webcast called "Breitling Summit". The content delves into the models, discusses their histories and stories, and features George Cohen himself. I suggest you check it out if you haven't already.
Breitling is one of the biggest names in the watch world. Despite its storied history and iconic car, it faced resistance both inside and out. The brand was too complex in terms of aesthetics, messaging, and changing consumer trends. Things turned around in 2017 with a capital injection from CVC Capital and a new management led by Georges Kern. The brand has since undergone a revamp. The collection has been simplified and scaled down with a focus on brand identity and marketing. Kern understands the importance of emotion when buying a luxury watch and does an excellent job of conveying it. As a result, Breitling ranks 9th in Morgan Stanley's ranking of the top Swiss watch brands by revenue and sales, which means Breitling has improved by 10 places in 5 years.https://www.moon-watch.co
Breitling needs no introduction. By hearing the name, I'm sure you can already picture their watches, that's how strong their reputation and design personality is. They are one of those brands with an extremely loyal following and have produced some of the most famous watches such as the Navitimer and Emergency. Still, they are arguably one of the most recognizable watch brands out there, given their unique design language and pricing, as they cater to a wider range of needs. Now, that doesn't mean Breitling hasn't faced challenges, most recently before 2017. The brand is battling internal and external headwinds. Internally, it lacks direction, while externally it faces more intense competition, market trends and consumer demands. Thankfully, under the leadership of Georges Kern, and a capital injection from CVC Capital in 2017, the situation has reversed. According to Morgan Stanley statistics, in 2022, Breitling has entered the top ten Swiss watch brands in terms of sales revenue. We'll see how this is done. Glad to know I'm not the only one drawn to their latest release!
history
Before we consider Breitling today, we need to take a look back at its past and understand how rich its history is. That's always useful to set the context, because watches are emotional products and a lot of what drives people's desire for a watch or brand comes from what they stand for. Breitling was founded in 1884 when Leon Breitling opened his first atelier in Switzerland. His and the brand's focus has been on chronographs, and that's where they've found success. They were widely used and succeeded in creating innovations that are still relevant today. It is worth mentioning that in 1893 the brand produced a movement with an 8-day power reserve and a pulsometer used by doctors to read heart rate. Thereafter, in 1915, in 1934, Breitling moved the timing start/stop button from the crown to the 2 o'clock position and the reset function to the 4 o'clock position. This helps prevent any unintentional pushing, increasing accuracy and ease of use. Breitling laid out the blueprint for the future of chronographs, and apparently, this is how most modern chronographs work.
From then on, the 1930s and 1940s were periods of building the brand identity we know today. Willy Breitling luxury cheap Watches, who took office in 1932, realized the importance of the aviation industry and focused on the production of cockpit instruments. Beyond that, innovations continued, and in 1940 they developed the logarithmic side rule, which allowed calculation of mathematical operations. It was during this period that we began to see some of the series we are familiar with, some of which are still in collections today, such as the 1943 Premier.
With its brand identity established, the brand began expanding beyond the military in the 1950s. Most notably, 1952 introduced the Navitimer (combined navigation and chronograph), a tool sold to civilian pilots that allowed them to perform all necessary calculations. Initially, it was only sold to members of the Aircraft Owners and Pilots Association (AOPA), but it was so successful that it was introduced to the public. Breitling also introduced other products, such as the Co-Pilot chronograph, but the next big move was the SuperOcean in 1957. The development, competition and demand of other dive watches at the time may have contributed to the brand's decision to shift its focus to the ocean.
Lest we get too deep into it, Breitling, like most other brands, is struggling through a quartz crisis. Ownership changed, and under Ernest Schneider, Breitling embraced quartz because it provided pilots with the necessary precision. This gave rise to the slogan "The Professional's Instrument". Meanwhile, Breitling continued to produce mechanical watches and, to celebrate its 100th anniversary, introduced the Chronomat. A large mechanical watch that went against the tide of the market, yet succeeded. Despite Breitling's success in new territories, there is no doubt that their recognition comes from aviation-focused chronographs.
challenge
Breitling has a long history in the watch world with some great achievements. Under the new leadership of Ernest Schneider, a Swiss soldier and former head of Sicira (a small watch company), it overcame the quartz crisis and played a key role in the renaissance of mechanical timepieces. Still, it faces some difficulties, but it's not one specific challenge, but a combination of several. I'm talking about the period before 2017 (if I had to pick a start date, it would be the mid-2000s). Multiple factors, both internal and external, went hand in hand to negatively impact Breitling. This has led to a steady decline in interest and sales. We'll break it down to fully understand how it got here.replica Breitling Avenger Watches
Start with internal factors. Now, for anyone who has ever browsed the Breitling website or followed the brand closely, it can be easier to imagine that they have a very complicated collection. No, it's not complicated from an action point of view, but from a consumer point of view. There are so many watches to choose from. To try and prove this, we looked at all watches sold on Chrono24 from 2007 to 2016 and found 604 unique references. They exist in over 11 different ranges. Admittedly, having choice is often a positive, but that goes beyond the many different watch face options (colors and configurations), complications, and sizes. Trying to preserve the story and emotion behind a watch can be difficult even in the best of circumstances, especially with lesser-known models.
Therein lies some other issue, namely brand direction. On the one hand you have the main products of the range such as Navitimer, SuperOcean and Emergency, but on the other hand you also have the For Bentley and Transocean models. Then within these series, the designs vary. This isn't a knock against any model, more of an emphasis on design consistency and the language is messy, and the focus feels inconsistent (I don't know what's going on internally, but that's my impression from the outside). Let's take the Transocean series as an example. Under this designation from 2007 to 2016, you can find vintage style chronographs, world time chronographs, pure date chronographs and moon phase chronographs. It may not sound like much, but it boils down to inconsistencies in design.
Outside of Breitling, broader watch trends are changing. The most important thing is size. As we discuss in our replica mens watches Trends article (available here), demand is slowly shifting from larger watches to more wearable watches. Given Breitling's main focus on pilot watches, the average size of the watches they offer tends to be slightly larger. Panerai faces a similar dilemma, although they specialize in large dive watches. Looking at the trends, the most produced watch sizes seem to be between 41-43mm. If we compare this with Breitling, we can see that between 2007 and 2016, the proportion of 44 mm was the highest among watches sold. Beyond that, the next highest categories are 43mm and 46mm. Interestingly, 9% of all watches currently have a diameter of 48mm, almost double the proportion we see at an industry level with diameters greater than 47mm. Breitling is clearly catering to an audience that likes these big timepieces.
It's not just size preferences that have changed, but aesthetics as well. Looking at most Breitling watches before 2017, they are very busy. Many watches may simply be chronographs with three sub-dials, but the look is complicated by the size of the sub-dials, the size of the hour markers, and the use of minute markers and Arabic numerals. Beyond that, Breitling watches were (to some extent still are) extremely polished and thus could be considered more ostentatious - think its For Bentley collection. There will always be a demand for watches in this style, some that fit their "professional instrumentation" slogan and aviation themes, however, tastes are changing. You see a shift in fashion to vintage watches. Interest in vintage watches themselves has risen, but so has demand for new vintage-inspired watches. The best example of this is the launch and subsequent success of the Tudor Black Bay. Also, the use of fauxtina on watches became more common, with the word first being mentioned around 2012. These watches bring a new wave of simplicity. Inspired by the past, when the watch is really used as a tool, a lot of excessive styling has been eliminated. Before you say it, I get it, the Navitimer always seemed complicated, but it influenced the rest of the line. These watches bring a new wave of simplicity. Inspired by the past, when the watch is really used as a tool, a lot of excessive styling has been eliminated. Before you say it, I get it, the Navitimer always seemed complicated, but it influenced the rest of the line. These watches bring a new wave of simplicity. Inspired by the past, when the watch is really used as a tool, a lot of excessive styling has been eliminated. Before you say it, I get it, the Navitimer always seemed complicated, but it influenced the rest of the line.
It's easy to see why Breitling replica watches swiss is facing headwinds now. The brand has a long history and influence, so it needed a turnaround, and thankfully, that's what happened in 2017.
The shift began in 2017 when private equity firm CVC Capital bought an 80 percent stake in Breitling for 840 million euros. Following the news, Georges Kern will join the new management team, interestingly, Kern owns 5% of the shares. He was CEO of IWC, member of the board of directors of Richemont and head of professional watchmaking. As the brand changes began, we can now look back on the past six years and fully appreciate the impact they had. Strategic shifts are driven by four main categories: simplification, scale, image and marketing.
As mentioned in the previous section, Breitling faces the big problem of overcomplicating collections and aesthetics. Focusing on collections, there are 604 unique models for sale on Chrono24 between 2007 and 2016. Obviously, this number may vary slightly depending on what's listed when you look at it, but it's a number that can be verified by Forbes, which mentions that Breitling had "more than 600 lines" by 2017. The simplification process isn't just about cutting references, it's about refining the pillars of the collection and the references within it. Previously, Breitling focused on the aviation field, but launched SuperOcean, Chronomat, Transocean, For Bentley and other watches, but you don't know their positioning in the brand. This problem was solved and streamlined into three core series: air, land and sea. Air continues to represent Navitimer and Professional, land represents Chronomat, and sea represents SuperOcean. Other series, such as the SuperOcean Heritage, have been grouped into these three groups, and their range has continued to expand over time and as new models are released. This change allows Breitling to have a clearer narrative about each group and what the watch stands for – something we'll discuss in more detail below. This gave consumers a better understanding of the entire collection, and Breitling also had the opportunity to shift some of its attention away from aviation and into other areas. They have expanded. This change allows Breitling to have a clearer narrative about each group and what the watch stands for – something we'll discuss in more detail below. This gave consumers a better understanding of the entire collection, and Breitling also had the opportunity to shift some of its attention away from aviation and into other areas. They have expanded. This change allows Breitling to have a clearer narrative about each group and what the watch stands for – something we'll discuss in more detail below. This gave consumers a better understanding of the entire collection, and Breitling also had the opportunity to shift some of its attention away from aviation and into other areas.RICHARD MILLE RM 72-01 LE MANS CLASSIC
From here on, simplifications lead to a reduction in the number of references provided. The aforementioned Forbes article noted that the number dropped from 600 to 150. Looking at the Breitling website for April 2023, the total number of watches available is 289. That's a big drop that ultimately improves product offerings. Then in the product line, the overall aesthetic of the watch has also been simplified. This led to the new watches being called "modern retro". Let's consider some major examples. First up is the Chronomat. For 2020, Breitling has updated the Chronomat collection, bringing back the famous "rouuleaux" bracelet, a beautiful and unique bracelet that embodies the essence of Breitling. The dials of the chronographs have been cleaner, and a time-only variant has been added. The dial acquires a sense of space and cleanliness. The watch is suddenly more versatile, open to new customers, and fits perfectly into the "Land" category. This is not the only example, Breitling even launched its most famous model - the aviation chronograph. Introduced in 2022, the product has been updated with movement, size and color options (more on that later). On the dial, though, we aimed to keep the feel of the watch as close to the original as possible, so Breitling kept the defining slide rule but decided to do away with the tachymeter. It's a bold move, but it works and makes the Navitimer more broadly appealing. Size and color options (more on that later). On the dial, though, we aimed to keep the feel of the watch as close to the original as possible, so Breitling kept the defining slide rule but decided to do away with the tachymeter. It's a bold move, but it works and makes the Navitimer more broadly appealing. Size and color options (more on that later). On the dial, though, we aimed to keep the feel of the watch as close to the original as possible, so Breitling kept the defining slide rule but decided to do away with the tachymeter. It's a bold move, but it works and makes the Navitimer more broadly appealing.
The topic of sizing is somewhat closely related to the idea of simplification. As Breitling tidies up the entire collection and reduces references, the focus is on offering fewer designs but more sizing options. As we covered in the previous section, Breitling recognized the trend in consumer demand for smaller timepieces and started to make a change. The new Navitimer for 2022 is available in three different sizes: 41mm, 43mm and 46mm. However, if we look at the number of references offered for each model, there are 16 variants for the 41mm, 7 variants for the 43mm and 4 variants for the 46mm. That's a noticeable downsizing even for the most iconic model that has historically been at the top of that size range. This is also reflected in the 36mm, 40mm and 42mm Chronomat watches. Again, the same thing happened with the SuperOcean, with most references to the smallest 42mm size (rather than the 44mm or 46mm that are also offered). You can clearly see this trend, especially with these fully updated models. The final point to point out here is that a big part of their strategy is recognizing that women are a big consumer of luxury watches, an area they haven't been focusing on before. There's a reason the 36mm Chronomat comes in light dial and diamond options. The final point to point out here is that a big part of their strategy is recognizing that women are a big consumer of luxury watches, an area they haven't been focusing on before. There's a reason the 36mm Chronomat comes in light dial and diamond options. The final point to point out here is that a big part of their strategy is recognizing that women are a big consumer of luxury watches, an area they haven't been focusing on before. There's a reason the 36mm Chronomat comes in light dial and diamond options.
Air, land and sea concepts are also integrated into its marketing, with Breitling creating “squads” for each concept. These teams are composed of celebrities and professionals from different fields, usually the best in their field. Those names include Giannis Antetokounmpo and Charlize Theron, as well as people like Scott Kelly who spent a year on the International Space Station. This allows Breitling to explore different angles when using these endorsements. In addition, they are exploring a different marketing channel, namely a webcast called "Breitling Summit". The content delves into the models, discusses their histories and stories, and features George Cohen himself. I suggest you check it out if you haven't already.
Breitling is one of the biggest names in the watch world. Despite its storied history and iconic car, it faced resistance both inside and out. The brand was too complex in terms of aesthetics, messaging, and changing consumer trends. Things turned around in 2017 with a capital injection from CVC Capital and a new management led by Georges Kern. The brand has since undergone a revamp. The collection has been simplified and scaled down with a focus on brand identity and marketing. Kern understands the importance of emotion when buying a luxury watch and does an excellent job of conveying it. As a result, Breitling ranks 9th in Morgan Stanley's ranking of the top Swiss watch brands by revenue and sales, which means Breitling has improved by 10 places in 5 years.https://www.moon-watch.co