Recently at Baselworld 2019, we had the chance to conduct a one-on-one interview with Georges Kern, CEO of Breitling. Since taking over the reins, Kern has spearheaded a significant transformation of the venerable watchmaker, shifting its focus and reimagining its brand identity. This revitalization isn't just about new models and marketing campaigns; it's a fundamental re-evaluation of Breitling's place in the world of luxury watches and its connection to its core values. This article delves into Breitling's ambitious new direction, exploring the "squad" mentality, the evolution of the brand, and the enduring legacy of the Breitling name.
The Breitling Company: A Legacy Reforged
Breitling, founded in 1884 by Léon Breitling, boasts a rich history deeply intertwined with aviation. From its early days crafting precision chronographs for pilots, the company solidified its reputation for creating robust, reliable, and highly accurate timepieces. The brand's association with aviation remains integral to its identity, but Kern's leadership has broadened the scope, acknowledging the evolving tastes of a modern clientele while preserving the brand's heritage. The company's transformation is not merely cosmetic; it's a strategic repositioning that involves everything from product design and marketing to the overall brand narrative.
Kern's vision emphasizes community and inclusivity, symbolized by the concept of the "squad." This departure from the traditional solitary image of the luxury watch wearer reflects a shift towards a more collaborative and accessible brand image. It's a move that acknowledges the social nature of many Breitling's target demographics – individuals who value shared experiences and camaraderie. This approach is evident in Breitling's marketing campaigns, which showcase diverse groups of individuals united by their shared passion for adventure and precision.
The company's renewed emphasis on storytelling is also crucial to its revitalization. Breitling isn't just selling watches; it's selling experiences, narratives of daring feats and shared accomplishments. This resonates with a generation that values authenticity and genuine connection, moving beyond the superficial allure of luxury to embrace brands that align with their values and aspirations. The Breitling brand is now positioned as a partner in adventure, a companion on life's extraordinary journeys.
Breitling Brands: Diversification and Specialization
While Breitling's legacy is undeniably linked to aviation, the brand has strategically diversified its product lines to cater to a wider range of interests and preferences. This doesn't mean abandoning its core competency; rather, it involves intelligently expanding into related fields while maintaining the brand's commitment to quality and precision. The result is a collection of watches that caters to different tastes and lifestyles, all while maintaining a consistent brand identity.
The Navitimer remains a cornerstone of the Breitling collection, a timeless classic that continues to capture the imagination of watch enthusiasts. However, Breitling has also introduced new lines that explore other facets of its heritage and appeal to different segments of the market. The Superocean, for example, embodies the brand's connection to the sea, offering robust and reliable dive watches for those who appreciate underwater exploration. The Avenger collection showcases the brand's rugged durability, appealing to those with a penchant for adventure and outdoor pursuits.
current url：https://lsokyr.d767y.com/global/breitling-1884-squad-on-a-mission-28222