Founded by Léon Breitling, a talented watchmaker who registered the brand's patent in 1889, Breitling has a long history of successions and shifts in direction. This year marks a turning point in the Maison's marketing and positioning. Recently acquired by an investment fund led by Georges Kern—former CEO of the watch brands within the Richemont group—the company is embarking on a world tour to present the changes that will profoundly transform it.
Breitling: A Communication Strategy Centered on Land, Air, and Sea
It all starts with the logo. As surprising as it may seem, its wings have been clipped. Minimized to a simple B, this change is the starting point of the new concept. Indeed, Breitling wants to expand beyond the world of aviation. In addition to its aeronautical heritage, the brand will now focus on land and sea. This translates into diving collections, collections for modern adventurers designed to withstand extreme temperatures and altitudes, as well as collections dedicated to motor racing and cycling.
Currently, Breitling owns a fleet of supersonic aircraft, their Jet Team, a partnership with Norton—a British motorcycle manufacturer with a rich heritage—and another partnership with Ocean Conservancy, an ocean protection organization.
Deep Changes at Breitling
Until now, Breitling has generated the majority of its revenue in the United States. With China being a key market in the watchmaking industry, it is only natural that the Maison is adapting its approach toward this country. Smaller bracelets, narrower and more classic dials—the brand is focusing on a design better suited to this new clientele. Prices will remain in the same segments, but the number of references will be reduced.
The last change we were able to discover this year at the Baselworld trade show is that the vintage angle will be emphasized in the brand's communication and marketing. Vintage motorcycles, references to the early days of aviation, flooring with undeniable character—this new image fits perfectly with the Maison Breitling, whose history already spans 129 years
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