Breitling, the luxury watch brand endorsed by several personalities including Tom Cruise, Victoria Beckham and Richard Branson, is making aggressive efforts into expansion and revamping several strategies on account of the brand’s 140th anniversary.
The company is charting an ambitious growth strategy that blends its heritage with a modern approach tailored to the needs of today’s consumers. At the forefront of this transformation is CEO Georges Kern, who has spearheaded a multifaceted plan to revamp the iconic Swiss watchmaking company since taking the reins in 2017.
Kern shared insights into the new anniversary collection, major Saudi expansion plans, diversification into F&B with new cafes and restaurants, growth in the female watch segment and more.
“We have great plans next year with our new manufacturer of automatic movement, we are going to further develop our boutique network. We have over 300 boutiques and five in Saudi. We are opening another three boutiques in Saudi. We have also expanded into F&B, we have launched a café and a restaurant. It’s a natural expansion,” he said.
“There are many more opportunities for us to grow in the female segment. There will be a big female line which will come out next year. There are many things in the pipeline in terms of product, geographic development and more,” he added.
Central to Kern’s vision is a focus on emotional resonance and storytelling, as Breitling seeks to deepen its connection with both existing and prospective customers. “It’s about technology. It’s about design. It’s about personalities,” Kern said.
“And all of this gives reassurance to the consumer when he buys a watch. It’s not only a cool brand buy, but it has real substance.”
This emphasis on substance over superficiality extends to Breitling’s core values, which Kern described as “inclusive, casual, sustainable.” While sustainability may not be a primary purchase driver, he noted that consumers increasingly expect brands to be environmentally responsible, an idea Breitling is addressing through initiatives like blockchain-enabled supply chain transparency.