THE PILOT’S CHOICE
Breitling CEO Jean-Paul Girardin on self-sufficiency and aesthetics.
Is becoming self-sufficient the biggest challenge for you going forwards? The main challenge today as an independent brand is this: when you have the know-how, let it be known. We did our homework regarding the development and production of high quality products, but today if you don’t see a high-quality product it’s worth nothing. Now the real battlefield for us is the market. Distribution, marketing, that’s why we’re here. I did a lot of visits just to let our knowledge be as known as possible. That’s where we need to fight. We have to convince jewellers that it’s good for them to stock Breitling, and to push an independent brand. We have to fight against very powerful people. The world watch market is not increasing by that much and to grow you need to gain market share. We know how to make good products and we have to let it be known.