New Horizons
With a change in head honcho, Breitling penned onto its flight card a revamped brand direction together with a new watch collection. Terence Lim joined in the festivities at its #Legendaryfuture event in Shanghai
he air quality in shanghai during the january winter was terrible with the PM2.5 index constantly in the hazardous range. The air reeked of burnt coal and the silhouette of the iconic Oriental Pearl Tower could hardly be seen even from a short distance away. But no bad weather condition could stop the new Breitling jet piloted by CEO Georges Kern from taking off. Over a gala dinner held at the Shanghai New International Expo Centre, some 300 guests from the world over were invited to learn about Kern’s new plans. Joining the celebration were Singaporean celebrity and Generation T lister Nathan Hartono, along with other regional stars. Kern explained that Breitling would transform as a brand and not just focus on aviation. Instead, it would become an “urban, casual and global brand” popular with people young and old, horophile or otherwise. For a start, he highlighted Breitling’s pioneering spirit and rich heritage. For instance, did you know that jazz musician Miles Davis and actress Raquel Welch wore Breitling watches in the past? And that the brand even holds the honour of being the first wristwatch in space? American astronaut Scott Carpenter orbited the Earth thrice with the Breitling Cosmonaute Ref 809 watch strapped on his wrist. As part of the brand revamp, Kern and his team developed the Breitling Navitimer 8, which he says is “a salute to the brand’s innovations and accomplishments in the pioneering days of aviation”. At the top of the line is a tri-compax chronograph powered by Breitling’s in-house B01 movement; then there is a chronograph equipped with a Valjoux movement; while several automatic variants round off the collection. Along with the new collection, the event also featured a rare showcase of some 60 vintage timepieces from the personal collection of Austrian watch collector and vintage Breitling expert Fred Mandelbaum. The initial transformation under Kern’s leadership looks promising. A key product with a universal appeal and an all-encompassing brand identity form the foundation to a bright future. Whether it becomes legendary—as its hashtag proclaims—will depend on the brand’s dexterity in navigation and overcoming turbulence in the future.
BREITLING #LEGENDARY FUTURE ROADSHOW
WHEN
January 28, 2018
WHERE
Shanghai New International Expo Centre
HIGHLIGHT
The display of 60 vintage Breitling watches from collector Fred Mandelbaum’s private collection at the post-gala exhibition