Georges Kern, the new CEO of Breitling, is an admirer of the book The Tipping Point. The key point of that book, greatly paraphrased, is that when a few key elements come together at the right time, the force created is unstoppable.
That Tipping Point may well turn out to be Mr. Kerns himself.
As the man behind the stunning success of IWC, Mr. Kerns has set a clear and definite path for Breitling, starting with the past. The hashtag #legendary future is the key. It epitomizes Breitling’s incredibly impressive history, which will be the focus of a future blog post, and also points to the vision of the future.
Everything will be rooted in the brand. “An authentic brand for men and women of style, purpose and action.”
Breitling, in the past, has been about large, heavily accented timepieces. Some might say, a bit over the top. Breitling will stay true to its heritage, and its fan base, but it will also forge a bold path ahead. The lines will be simplified. The quartz watches will disappear, and the sweet spot for most of the brand will be between the $3,000 and $8,000 sweet spot.
First up is the Navitimer 8 watches. The “8” stands for the “Huit” Aviation Department of Breitling. These watches, too, will be receiving their own post shortly. However, here is a quick glimpse:
In the meantime, a few words about the Road Show. It’s been to Singapore, Zurich and Germany, but touched down this past weekend in New York City. The main event took place in the Duggal Greenhouse in Brooklyn and featured some celebrities along with the true stars of the show, the watches.
Stay tuned for posts about vintage Breitling, a more in-depth look at the new watches, and a few surprises.
In the meantime, be sure to check out www.breitling.com