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Georges Kern's expectations for Breitling in the years to come


 Breitling replica swiss watches looks like a relatively simple brand, it is dedicated to the very niche market of large pilot watches, and we, who like it, do so for a surprising variety of reasons. In 2017, Breitling made some breakthrough changes, and we reported in time: the company was sold to CVC Capital Partners in April 2018 for about 840 million euros, and former IWC CEO Georges Cohen (Kern) announced joining Breitling in July 2017 ... along with these changes and the surprising new Navitimer 8 series (click here for news coverage)) raises many questions in the attention of our Breitling car fans. I flew to New York to hear Georges Kern's thoughts on his priorities and short-term plans, chat with creative director Guy Bove, and interview Tim Sayler, the brand's new chief marketing officer, to better understand The direction of things.

A good hint of the details and depth of the Breitling revolution is my 1,321-word, unedited Gmail draft, full of notes I recorded during these conversations: Obviously, with most Swiss luxury today There are a lot of new things to tell us about different brands, and through us, read it to everyone. No more hassles ...

Pay more attention to the long history of Breitling
This is not surprising from any other brand-almost all large brands are doing (or overdoing it). A better indicator of Breitling's renewed focus on the past is that they have been the best-selling models of the past 12 to 15 months, and I have heard about them at events and from retailers. SUPEROCEAN Heritage II (details are here with its Tudor movement). This is a model that is the exact opposite of the brand's most famous model, the restricted vintage retro three-hand dive watch, without the winged B logo of Breitling, a contemporary pilot chronograph maker.www.chrono36.com

At present, we can do nothing about it: the trend has changed, and most watch buyers (that is, the people who actually buy watches) have turned to the old-fashioned, simpler and more familiar products of the big brands. In Kern's words: "People have come back to their roots and want simpler, lower gloss, more assured products. I have to respond to customer needs and market reality." For those who are for their own entertainment purposes and not This is a sad reality for anyone buying a watch for guarantee. Personally, I agree with Kern's assessment and just want to add that I did see it from the single big watch brand that is most likely to be assured today.

I ’m not going to have a broader discussion about the fashion trends of wine-I have been brewing a feature article but it hasn't been finalized-but I will add that people may withdraw wine, not just for the reasons he mentioned But since most modern products are either boring (when they are the same as watches 10, 15 or 20 years ago, but with different colors, they are no longer modern!), Or if they are indeed new, then They are bad designs. I don't agree with everyone's idea of ​​buying a vintage replica because they are assured. They buy it because it is actually new to them. If a large brand commits the culprit of putting their attention in their archives and giving up all the talents they have today, and actually launching smart design, appropriately modern products today, then I believe they will do Very well.Urwerk UR-103T Red Gold


Many people buy antiques not because they are too old, but because they are tired of the quasi-modern goods that they have seen in the watch store windows of the past 15 years and want something new-a refreshing new thing for many It's antiques, something they don't have yet, because when they have some novelty, they are busy buying contemporary things. I understand that things are not so simple, but I firmly believe that the gap in a beautifully crafted, truly brand new watch has pushed many people into cherry-picked antiques because the cherry-picked antiques reissue is a better opportunity is possible It matches, is worn daily, and is different from the products you've seen in every other watch store window over the past 20 years. Anyway, let's get back on track.

"Three reasons people buy watches today ..."
At some point during the press conference for Navitimer 8 in New York, Breitling hired a highly dedicated antique Breitling collector on the stage. When asked why he collects antique Breitling, the first thing he said was that he really liked these watches because Breitling was far ahead in other respects. You see, he didn't say design, he didn't say this or that logo, and he certainly didn't say brand or communication. He says he owns hundreds of awesome old-fashioned Breitlings, and he loves the brand, "because the product is way ahead of the game." By contrast, Georges Kern said, "Nothing was invented, Everything is there. (...) I open a drawer and I can do 30 launches and there are a lot of great things out there. "Now," Nothing will be invented "is obviously a chain of things, so let's not get stuck.

But when I had the opportunity, I talked to Mr. Cohen and pointed out what the collector said at the event the night before, and I asked him when and how he expected Breitling to take the lead in high-tech areas thing. To that end, he responded, "The first reason most people buy a watch today is the brand. The second reason is the brand, and the third reason is the brand. No one cares about the new fiction movement. They want to be reliable at high prices. Movement and has a strong brand. "
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Again, although this is painful for me, I must agree with this assessment, even if it provides a dangerously large space for interpretation. If you can, I suggest that you do n’t see this as the end of the world, because, obviously, Kern has a deeper understanding of how watch brands work and do not work than brands, but it does. Expanding the stubborn watch fans, we have found a market of 25 million Swiss watches every year. I can assure you that the existence of this market is not maintained by us (hardcore watch fans), but by the watch purchasers. Moreover, the watch-buying community has not dismissed the insignificant technological advances between internal movements of different generations-even then, the brand, marketing, pricing, and brand-related image are quite different, in their priority list It is much earlier than the difference between the vertical clutch and the horizontal clutch. All of these factors are produced in almost the same way, before they let the flying squirrels hit the flying squirrels for the difference between the next BMW single-scroll or twin-scroll turbocharger.

"We need to make smaller, more traditional products"
Breitling is largely unaffected by the collapse of the Chinese luxury watch market a few years ago ... mainly because Breitling has not traditionally become popular locally first (instead, they are the fourth largest brand in the United States). There are two main reasons for the lack of resonance with the world's largest luxury watch market: first, Breitling watches are too large for this market; second, in Cohen's words, "Aviation has no value in China, no dreams" are added to it. In the aviation industry, you will lose your luggage by flying. China has a population of 1.6 billion and 300 million belongs to our price segment. So why ignore half of the market? "

Fortunately for Kern, Breitling's history of making cool watches has surpassed modern Breitling's self-imposed restrictions on large, modern pilot watches. Superocean in the 1950s was advertised as a full-featured diving watch at the time. Transocean was an exquisite casual three-hand watch, Chronomat was a simple daily chronograph, and Unitime was just the time to meet your needs. Jets. They are wearable, stylish and powerful timepieces, ready to welcome a brave new world-none of the five series mentioned above has been pushed into a niche market that wants to become a pilot, or what you have.Harry Winston replica watches