Maintaining a Legacy
Breitling stays true to its commitment to making great timepieces for use in the air, on the ground, and at sea, both above and below the surface. Dewi Irma writes
This year is a big one for Breitling, especially under the new direction of recently appointed CEO Georges Kern. The watch industry has been waiting for the new releases from Breitling, so surely Breitling wouldn’t let an occasion like Baselworld pass by without making some noise.
At Baselworld 2018, Breitling officially launched its newest collection, the Navitimer Super 8, which marked and further solidified its brand identity in pilot watches. As a tribute to, and also inspired by, the Reference 637 (a stopwatch that pilots in the 1930s and 1940s wore strapped to their thighs during WWII), the Super 8 comes with the distinctive and practical design elements of the Reference 637 in a big, bold, wristwatch. Applying the movement of Breitling’s B20 (calibre MT5612) and available in stainless steel with a black dial or titanium with a green dial, it’s one of the stars of this year’s collection.
Talking about the Navitimer, we have known that for more than 65 years that the Breitling Navitimer has been one of the world’s most highly regarded pilot watches. And this year, Breitling has once again launched a new product in the Navitimer collection, with the Navitimer 1 Automatic 38. This watch is not a chronograph, a complication long associated with the Navitimer, although it does retain the familiar slide-rule bezel.
It comes more compact and actually a new size under Breitling’s new management. With its stylish looks and refreshingly toneddown dimensions, we could see it would be appealing for both women and men who like smaller-sized sports watches, or a new set of enthusiasts to this horological icon.
Breitling has also released the new Exospace B55 Yachting watch, an extraordinary timepiece specifically designed for yachting enthusiasts and other forwardthinking seafaring explorers. Complete with its strong, lightweight titanium case presented on a sturdy, sporty rubber strap, one of the best features of the Exospace B55 Yachting is a well-connected chronograph, which can
be paired with a smartphone using Bluetooth Low Energy technology.
The Chronomat B01 Chronograph 44 watch in Breitling’s newest collection also brought the heat with its stunning interpretation of the Chronomat, featuring a satin-brushed case presented on a stainlesssteel pilot bracelet and equipped with the extraordinary Breitling’s Calibre 01. Another highlight from Breitling was the Superocean Heritage II, which is a celebration to the brand’s legendary diver watch, which comes in some remarkable models in a new 44mm case, as well as a 42mm version in gold and stainless steel this year.
Breitling is also embracing digital opportunities, in which it has been active on its digital platforms and it has run an e-commerce platform in the US since a few years. It also routinely created and launched new squads: groups whose members are all recognised masters in their respective professions, ranging from a movie squad (now consisting of a number of actors such as Brad Pitt, Charlize Theron, Adam Driver, and Daniel Wu), to a surfer squad and an explorer squad.
“We’re going to expand globally—to rejuvenate the brand that will be the top choice for generational ages of 20s or early 30s,” said Tim Sayler, Chief Marketing Officer of Breitling. Perhaps this is one of the ways in which Breitling continues to maintain its legacy in addition to innovating with timepiece products covering different areas of activity linked to thematic worlds—air, sea, and land—and also by always adapting to the changing era.