Completing 140 years is a huge achievement for the Breitling brand. Where do you see the brand a century from now, and do you consider the digital watch revolution a threat?
Well, a century is quite a long time! I think that Breitling would become one of the top five watch brands in the world, or even better, much sooner than that. I’ve never managed a brand with such strong intrinsic assets as Breitling in terms of history, back catalogue, products, and wide appeal. We are at the beginning of our development stage, and we are aiming to maximise Breitling’s enormous potential. So, as we celebrate this incredible milestone, we know that there’s still much work to be done.
Coming to the second part of your question, I don’t consider digital watches a threat. I think both digital and analogue mechanical watches are complementary. In fact, there is no competition between them; people buy both. The main difference between the two is that the smartwatch is simply a commodity with a limited lifespan, while the mechanical watch is built to last for generations.
The Top Time collection in your line-up has produced some fantastic automotive-themed watches. What was the creative process behind associating with some of the most iconic car brands in the world?
From the beginning, the Top Time collection was all about action, and it quickly became a favourite among motor enthusiasts and the fashion set. It was one of the first chronographs that was equally sought after by both men and women. Its bold graphic designs appeared in magazines and on the silver screen – James Bond even wore an iteration in the 1965 movie Thunderball. That spirited tradition continues today with Breitling partnering with some of the coolest names in the automotive industry to create its Top Time designs, like Deus Ex Machina and Triumph Motorcycles for bikes, and Ford Thunderbird and Mustang, Chevrolet Corvette, and Shelby Cobra for cars.
The Top Time Classic Cars collection, which was launched in 2021, was so successful that we had no choice but to bring it back in 2023. The updated collection includes the Top Time Ford Thunderbird, Ford Mustang, Chevrolet Corvette, and Shelby Cobra. All four watches feature the colours and emblems of their 1950s and 1960s sports car counterparts.
Can you tell us more about Breitling’s collaboration with Deus and Triumph, and how Breitling fits into these bikers’ communities?
Since 2021, Breitling and Deus Ex Machina – the renowned Australian motorcycle and surf outfitter – have collaborated to merge our passions for freedom and exploration. Together, we’ve crafted a range of Top Time watches and lifestyle accessories for modern adventurers.
Our collaboration with Triumph began in 2022 with the release of the Breitling Speed Twin Limited Edition bike and a duo of Top Time Triumph watches. In 2023, we launched another Top Time Triumph model equipped with our Breitling Manufacture Calibre 01 as part of our core collection. This year, we launched the Chronomat B01 42 Triumph watch, crafted from titanium and 18k red gold, with an anthracite dial. Both brands share a bold and original design philosophy and a commitment to precision craftsmanship.
What are some growing consumer trends or designs that we can expect to see in the watch industry?
The watch industry doesn’t shift as quickly as, say, the fashion industry. That said, we are currently witnessing a trend for the iconisation of products in the watch and luxury industries in general, which plays into the hands of a brand like Breitling, with its rich 140 years of history and an incredible back catalogue. Building iconic designs takes time, most have a heritage of 50 – 60 years or more, which underscores the importance of timeless designs and craftsmanship. It’s no surprise that classic designs with modern refinements continue to thrive and appeal to people. Additionally, there is a shift in aesthetic preferences – the line between men’s and women’s watches is getting increasingly blurred, reflecting a broader societal trend towards individual expression.
The influence of the vintage trend and dress watch style is driving a preference for smaller watches, particularly among men. It’s a fascinating evolution in the world of watches, and we’re excited to see where it leads. Our modern-retro design style perfectly aligns with the aforementioned trends and shifts, appealing to a wider audience looking for versatile timepieces that seamlessly fit into everyday life.
Write your Comment