Léon Breitling started his eponymous brand in 1884 and it has specialised in complicated timepieces and chronographs from the beginning, going on to pioneer the wrist-worn chronograph, which was hugely popular with pilots.
Spirit of innovation
A spate of supplying cockpit clocks to commercial aircraft led to the development of its most iconic watch, the Navitimer, a timepiece with a slide rule for accurate in-air calculations. Their timepieces are used by pilots and chair-born squadrons, as well as by divers - both professionals and those merely dabbling - and collections such as the Navitimer and
Superocean remain as popular a choice now as they were when they were first manufactured.
The brand’s collections centre on air, sea and land pursuits, reflecting its navigational history and combining classic watchmaking with contemporary modern retro design. Breitling is spearheading a movement of inclusive luxury with its relaxed, industrial loft-inspired boutiques.
Breitling has been an early adopter of sustainability protocols, both in its business and its watchmaking. It has introduced the first 100% eco-friendly, foldable, and reusable watch box. Made from upcycled plastic bottles, this new box is part of its efforts to reduce negative environmental impact and it is committed to a circular economy. Breitling is also taking steps to ensure that its timepieces also reflect its aspiration for sustainability using innovative material ECONYL that is repurposed nylon waste from the likes of fishing nets for their watch straps.
Our Partnership
2022 saw our partnership with Breitling extend into Europe, with impactful co-op marketing plans for the opening of our first European mono-brand boutique in Stockholm in June, followed by Copenhagen and a second boutique in Stockholm in October. We also opened Breitling mono-brand boutiques in key shopping centres across the UK, all supported with localised marketing activations across print and out-of-home media, PR and social media. The Breitling boutique in Battersea Power Station includes the first Breitling café in the UK.
We work closely with Breitling to maximise the impact of their key launches at a local level, including joint advertising support for both the Superocean and Chronomat Six Nations launches. Another key launch was the introduction of Lab Grown Diamonds, with Breitling’s Head of Sustainability Aurelia Figueroa joining our Calibre Podcast sharing an exclusive insight into becoming carbon neutral. We have continued to support Breitling through our UK digital marketing campaign, driving both sales and footfall to our showrooms.
In 2022, we partnered with Breitling to ensure each boutique has local and regularly planned client events in both the UK and US, which allows our colleagues to create bespoke client experiences to promote the brand.
For the first time, Las Vegas served as the host city to the Concours d'Elegance with no better venue than the Wynn Resort, Las Vegas. To capitalise on the prestigious foot traffic and clients interested in luxury automobiles, our boutique in the Wynn hotel hosted a two-day Breitling event showcasing new merchandise with the support of a watchmaker, elevated hospitality, and special gifts with purchase. The Breitling boutique event hosted 24 appointments for 50 clients and saw over 300 walk-ins throughout the weekend.
The Watches of Switzerland Group Exclusive Special Edition
2020 saw the Watches of Switzerland Group and Breitling unite for the first time to create an exclusive timepiece in the ‘Watches of Switzerland Group Exclusive Special Edition Breitling Premier B01 Chronograph 42’. It combines function with style, and is a high performing model, one that is worthy of the legacies of both companies, as well as any watch collector.
The history of the Breitling Premier dates back to the 1940s, where the timepieces were the perfect accompaniment to the remarkable changes taking place all over the world. In 2018, Breitling released new models that extended that legacy, reflecting the historic design codes and proud history while still remaining modern and stylish. This collaboration follows suit and is designed for those who live an active lifestyle with the collection specifically dedicated to Breitling’s ‘land’ environment, one of three environments including ‘sea’ and ‘air’ that are the cornerstones of Breitling’s core collections.
The Watches of Switzerland Group Exclusive Special Edition
The new 42 mm timepiece features a striking, clean silver dial with contrasting blue subdials – a 30-minute counter at 3 o’clock and a small-second subdial at 9 o’clock and date window at 6 o’clock. The dial also features a white tachymeter scale on a blue inner bezel around the dial, enhanced by a blue alligator leather strap. The timepiece is powered by the Breitling Manufacture Calibre 01, visible through the transparent case back. Developed in-house and recognised as one of the finest watch movements in the world, the self-winding COSC-certified chronograph carries an approximate power reserve of 70 hours. One final design touch comes in the form of an inscribed Watches of Switzerland Group logo on the case back.
the partnership between the watches of switzerland group and BREITLING
We are privileged to partner with Breitling on nine mono-brand boutiques in prestigious locations in the UK, Europe and the US.
