* Chronomat which was introduced in 1984 has played a significant role in Breitling’s history.
* During the pandemic it was decided to proceed with the launch of our novelties via our first-ever Summit Webcast, which was streamed globally.
* We are very much in touch with the world of Breitling vintage. We work very closely with our vintage Collectors.
* Breitling’s watches for women will be more prominent than ever before.
* Fred Mandelbaum has an encyclopaedic knowledge of the chronograph and the history of Breitling.
* Breitling will remain a relevant, authentic brand that resonates with individuals of action and purpose.
* The changes made at Breitling were not led by commissioning vast data studies, we did it intuitively.
1. Breitling has a long history and heritage. How important was this rich history of the brand in introducing new classic collection?
When I came to Breitling, I had a solid knowledge of the brand but I had no idea how many incredible watches and collections it had produced over the years. It took a while to learn about Breitling’s vast history and the important contributions it has made to watchmaking. When we’re thinking about new products, our own back catalogues are a great place to start.
Given the significant role that the Chronomat has played in Breitling’s history, we were excited about relaunching a new Chronomat collection to celebrate this iconic watch, introduced in 1984. The Chronomat marked a bold commitment to mechanical watches in an era that thin quartz watches were all the rage. I should point out that long before we launched the new Chronomat, we knew that we wanted to create a Chronomat for women. Women have been an increasingly important part of our clientele and by dedicating a Chronomat collection especially to them, we were underscoring the fact that going forward, Breitling’s watches for women will be more prominent than ever before.
2. Two years ago you launched the Breitling’s travel exhibition around the world. How successful was your travel show in communicating on the brand’s heritage and DNA? Will you repeat this show again once the Covid 19 is under control and people can travel freely?
The summit format worked brilliantly in communicating our key messages and in introducing our new products and we will continue with our summit format once the Covid 19 situation is under control and people can travel freely. During the pandemic we decided to proceed with the launch of our novelties via our first-ever Summit Webcast, which was streamed globally. It was essential for us in order to stay in contact with watch lovers and Breitling fans and to continue to share our passion for watchmaking and for the skill of amazing engineers, designers and watchmakers. We also wanted to share the Breitling lifestyle and send out some positive, uplifting news that would cheer up everyone who tuned in to the webcast.
Ultimately, people will still want the experience of touching and trying the latest products so we are looking forward to being able to interact with our customers face to face once again in the near future.
3. When you took over Breitling in 2017, your objectives were to reduce the references of Breitling collections from something like 600 references to 120 only. How did this strategy help to consolidate the brand performance?
Too much choice is no choice. Previously we had too many references, now we have more lines, eight in total, but less references. People need diversity and style but they do not need a certain style in 26 variations.
This strategy is similar to that of the fashion industry, we have our classics, such as the Navitimer which people will continue to buy and then we create additional buzz throughout the year with re-editions, limited editions and our capsule collections. These are collections limited in time but not in number, such as our Superocean Heritage ‘57.
4. The Chronomat collection has helped the rebirth of the brand in the 80’s. How important is this collection today? And how much is it considered as the cornerstone for Breitling future directions?
The design of the 1980’s Chronomat is iconic. When the industry was being hammered by the Quartz crisis, it was this mechanical watch that revived Breitling. Our newly re-designed Chronomat is paramount to Breitling’s success today, the modern-retro version of the classic model has received the best feedback I have ever seen in my 25 years in the industry. It proves that great design lasts forever. As mentioned, when we’re thinking about new products, our own back catalogues are a great place to start and get inspiration from, our recent Chronomat launch very much supports this.
5. How do evaluate the world of Breitling Vintage and do you intend to communicate with an offering for Breitling vintage collectors? Will you consider a second market e-commerce platform managed by the brand?
We are very much in touch with the world of Breitling vintage. We work very closely with our vintage collectors, mainly Breitling’s biggest collector, Fred Mandelbaum. Working with Fred we delve into Breitling’s history by examining Fred’s enormous collection and tracing the most important design codes and anchors for the brand, giving us inspiration for the upcoming years.
In addition, we currently have a vintage exhibition in our Dubai Mall Boutique, the museum showcases some of the most iconic watches in Breitling’s history and also supports storytelling for the latest launches of which they have inspired.
6. Breitling enjoyed an association with Tudor. Are you still working with this brand in sharing movements?
Yes, and the partnership with Tudor continues to work very well.
7. You have a team of renowned designers. How much of your personality is involved in the designing a new collection?
I am deeply involved in the design process of a new collection, however more importantly I have an informal sounding board made up of collectors, journalists, bloggers, retailers and good old-fashioned watch geeks. I turn to them for their valuable input on product development. Of course, our designers are also experts on all things Breitling and also have knowledge of other brands. Fred Mandelbaum has an encyclopaedic knowledge of the chronograph and the history of Breitling and he’s also a great source of inspiration.
8. What lessons did you learn from your previous experience at TAG Heuer and IWC?
A key life lesson I’ve learnt from my previous roles and in general is to always walk through life with open eyes—read, learn from other industries and see what is going on around you. The changes we made at Breitling were not led by commissioning vast data studies, we did it intuitively. We looked at the world with open eyes.
9. You always emphasized on the opportunity of being an entrepreneur. Did the CVC/Breitling investment give you this opportunity?
Yes, before joining Breitling, I had just been promoted in a big corporation, the second largest luxury group in the world, and suddenly someone was offering me the opportunity to become an entrepreneur and to be able to co-invest in a company, which was intriguing to me. Breitling has always been successful, so my challenge was to make it even more so: to develop and grow the brand and to explore new segments. I like a challenge, so it didn’t take too long for me to make the decision.
10. As an entrepreneur and not a watch creator where do you see Breitling brand in the next 5-7 years?
Breitling will continue to be one of the world’s leading luxury watch brands. Thanks to the appeal of our product offerings, our reach will be truly global and we will attract an international clientele of discerning women and men. Breitling will remain a relevant, authentic brand that resonates with individuals of action and purpose. It’s worth noting that in the years to come we will further implement our omnichannel strategy allowing our customers to buy our watches and experience the brand anywhere at any time. Our proactive commitment to corporate social responsibility, which is an important part of our brand message, will evolve and engage both our employees and our clientele.
