Georges Kern, Breitling’s CEO, held a marathon of video-conference round tables to present his new 2020 products to select journalists from different markets around the world. In the absence of a watchmaking exhibition or a travelling Breitling Summit, the active boss continues to give his all to the media, and no doubt his retailers around the world, which, according to Kern, are increasingly turning to e-commerce in order to maintain a minimum level of activity. Even before the health crisis, he noted a lower traffic in shops but a much higher level of engagement. Interest begins online but the sale is ultimately concluded in a boutique—the principle of “phy-gital”. As far as Breitling is concerned, sales on their own website only make up a few percent of total sales today, but should triple by the end of the year in view of the situation.
In any case, to sell watches today, “you have to remain modern with a product that is 200 years old”, sums up Georges Kern. The announcement was rather convincing with a dozen new models (and double the number of references) spread over the three collections that have been seriously revisited this year. Most notably the Breitling Chronomat, on which the brand brought a fresh take that is both joyous and sporty.
The faultless Chronomat
Very masculine and available in several dial colours and types of gold and steel for the 42mm case, the six Chronomat models are bound to seduce, as there is something for every taste, as long as you like sporty watches that remain elegant, of course. The Chronomat has become more versatile, continuing its evolution since the 1980s. The watch of choice for aviators since it was introduced, the Chronomat has also continued to grow with those whose adventures took place not only in the air, but also on land and at sea, both on and underwater.
Cherished by Georges Kern, the retro-modern style of the new Breitling era features the signature “Rouleaux” bracelet with a folding clasp. The whole perfectly reflects Breitling’s commitment to creating authentic luxury watches for daily wear for men and women of ambition, action and style. This is a far cry from the origins of the name Chronomat in the 1940s, a contraction of “chronograph for mathematics”. But instead closer to that of 1984, merging “chronograph” and “automatic”. Moreover, when Breitling launched its own Manufacture Calibre Breitling 01 over ten years ago, it was integrated into the Chronomat 01. The entrepreneurial CEO concludes: “The Chronomat collection is a well-deserved tribute to a sensational watch that, more than any other, has reconnected us to our heritage”. The entire collection is COSC-certified and can be found on WorldTempus.
A rainbow for the Superocean collection
Also in a 42mm diameter and equipped with the COSC-certified Breitling Calibre 10, the three new limited edition Superocean Heritage 57 models, standing out for their curved design and large rotating bezel, despite their dark colours that seem to come from the depths of the ocean. Why this approach? “The limited editions allow us to tell some of the most inspiring stories of the maison while producing some very exceptional watches for a limited period of time”, explains Georges Kern. “With the Superocean Heritage 57 limited editions, we emphasised the casual style reminiscent of Southern California summer fun that has marked an entire generation. Surfing in the 1950’s and 1960’s is precisely what our story is all about, but that era offered so much more: great music, incredible cars, and there was an almost spiritual connection to freedom on endless sandy beaches and the search for the perfect wave.”
Our favourite has to be the bold, rainbow-style Heritage Superocean 57 Limited Edition, whose colours make the dial pop. The inscription “ONE OF 250” is engraved on the caseback. To awaken the hippie in each of us, you have to go to a Breitling boutique where they are exclusively sold or on their website. Peace and Love.
A winning foursome for the Navitimer Automatic 35
Women too are entitled to their COSC-certified Breitling chronometer with the new Navitimer Automatique 35, coming in four different models and totalling six references in steel and gold. Piloting the brand since 2017, Georges Kern says he is enamoured by these watches: “The Navitimer Automatic 35 is a watch that reflects the wishes that women have confided to us, namely the desire to wear a smaller Navitimer, bursting with elegance, but without the slightest compromise in terms of tradition and functionality. It had to be recreated solely for women, who wanted to be able to wear it on any occasion. By offering it with different cases and bracelets, we launched exactly the watch that modern women were looking for, including those who had never before thought of wearing a Breitling.”
