Page 19 - July 2020

BREITLING TOWNHOUSE - REGENT STREET s specialists in chronograph watches, Breitling has especially with Millennials and young customers who want
London, UK
played a key role in the technical development to immerse themselves into the brand environment and try
of this complication, which includes the and see the watch on their wrists,” says Kern.
A invention of two independent pushpieces and Innovation has been a defining part of the brand identity
by presenting the first self-winding chronograph in 1969. and DNA from the very outset and the company is proud
The Breitling story began with Léon Breitling, a skilled to have a long list of technical innovations and firsts.
watchmaker who crafted both timepieces and intelligent They will continue to add to this legacy and in fact for
measuring tools in his St. Imier workshop. His first patent the last three years they have been actively engaged in the
was granted in 1889 for a model which stood out from the development of its product portfolio.
crowd with its sleek design, uncomplicated manufacturing “We are working to ensure that people all over the
process and straightforward maintenance and the company world know and understand our watches, our heritage and
has continued to grow and evolve ever since. our values, all of which tend to transcend national borders
Today, the business operates over 100 boutiques across and cultures,” explains Kern.
a number of countries around the world and, including its In recent years the company has truly begun to embrace
retail partners, about 1,500 points of sale globally. the social media experience and they have dramatically
Georges Kern, CEO of Breitling describes the last twelve increased the reach of their e-commerce. Today they
months as a year of two distinct halves. “We set records in have a strong presence on social media channels such as
our last fiscal year, which ended on 31 March, but there has Instagram, Facebook and YouTube, while their own site has
of course been a slowdown resulting from the pandemic,” an ever-increasing number of visitors.
Kern explains. “In most of our markets, business has been Back in April, highlighting their increased role through
rebounding and we are cautiously optimistic about the future. this medium, Breitling launched its new products online
The perception of Breitling has never been better. Long before via a webcast. This reached more than two and a half
the crisis, we had started to position ourselves in a modern, million people around the world and introduced the new
contemporary way representing a casual and inclusive luxury.” Chronomat, the Navitimer 35 and the Capsule Collection
Superocean Heritage ’57.
Despite the changes that have affected the industry
An Obsession in recent months, Breitling have continued to open and communicate values with which they can identify. We listen
“It is important to stay relevant to our customers and to
refurbish retail spaces. Back in February the company
closely to Breitling aficionados and communicate with them
launched its UK Townhouse Boutique on Regent Street in
regularly,” says Kern. “Our heritage includes the strong link
London, extending its industrial loft concept across two and
to aviation and we are proud that pilots’ watch enthusiasts
a half floors in one of the world’s most celebrated shopping
With Quality districts. Meanwhile in April, they refurbished their boutique remain besides others, an important demographic for us.”
The ethos of the business is built on a strongly defined
in Frankfurt to feature its urban loft concept and this has
generated a very positive response, and they opened new
set of values that incorporate heritage, quality, performance,
style, inclusivity and responsibility.
boutiques in Amsterdam and Osaka last month.
The business has a varied selection of retail projects in the
“The challenge is always to exceed our own very high
works around the world that are due to launch in the next 12-18 expectations of ourselves. We have to continue to distinguish
months. They include boutiques, corner-stores and shop-in-shop ourselves from our competitors and communicate the things
Since 1884, Breitling has held a special position in the Swiss watch industry. Blending a stores. There is excitement to open its Beverly Hills boutique in that make Breitling a very special global brand,” concludes Kern.
the US along with new stores in Hamburg and Cologne as well as
heritage of innovation and design with inclusive luxury, Breitling has distinguished itself in some new locations in China and the Middle East. “In most of our markets, business has been
“We are continuously evaluating markets and locations.
from all other brands. RLI recently spent some time with company CEO Georges Kern As an inclusive brand, it is important for us to pursue an rebounding and we are cautiously optimistic
omni-channel approach and to be close to our customers. about the future. The perception of Breitling
and learnt more about the heritage of the brand and its position in the market today. We know that 70 per cent of the decision-making process
happens online, but the physical experience remains essential, has never been better.”

BREITLING BOUTIQUE BREITLING TOWNHOUSE - REGENT STREET BREITLING TOWNHOUSE - REGENT STREET BREITLING BOUTIQUE
Osaka, Japan London, UK London, UK Frankfurt, Germany

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