Breitling soars into modern world with latest collection
It’s been two years since Richemont golden boy, Georges Kern, previously head of watchmaking at Richemont, took the reins of Breitling. And he has swiftly catapulted it into the modern world with collections of approachable watches and a more trendy marketing campaign.
Proving this success is Breitling’s recent releases, ranging from eco-friendly straps, to surfer-dude watches, to watches any of us can enjoy.
Kern may have his sights set on hitting a younger, trendier, and richer clientele, but that isn’t to say he’s lost sight of Breitling’s heritage, which is of course aviation. Merging the brand’s history and its new direction is the revamped Avenger line.
Fear not, the Avenger line is not some kind of Marvel Cinematic Universe collaboration, its Breitling’s minimalist and robust selection of aviation pieces. Sitting as the little brother to the Aviator 8 and Navitimer collections, the Avenger isn’t quite as reminiscent of military aesthetic as its counterparts, instead it focuses on high legibility and fun style. Avengers are a bit shinier than the other aviation offerings, smoothing surfaces rather than knurling. They stand as the brand’s least expensive, and least polarising collection, offering a familiar aviation watch without all the crazy die-hard add-ons. It's newest editions reduce the collection down to just 14 options. There are three sizes - 43, 45 and 48mm - with GMT, chronograph and time-only options.
Going eco-friendly, which is of course trendy, is the Superocean line. Linking up with brand ambassador Kelly Slater, Breitiling unveiled a series of sustainable watch straps made from recycled fish nets. The straps hail from a brand called Outerknown, created by Slater himself, a champion surfer. Outerknown works on sustainable clothing with some 90% of the products being made from organic or recycled materials. The straps come in a cool orange, grey, blue, red or green.
The straps were launched alongside a limited edition watch, the Superocean Outerknown, which works to promote the importance of sustainability and cleaning the world’s oceans.
Avenger 8 Mosquito
For the military historians out there, Breitling unveiled the Aviator 8 Mosquito, a watch that pays tribute to the WWII plane of the same name. The de Havilland Mosquito was an ultra-light plane made out of a wood laminate, designed to be a light bomber and reconnaissance aircraft during World War II. It was one of the fastest planes in the world – it flew 20 mph faster than the famous Spitfire, which was equipped with the same engine.
Whether its invigorating an existing line, or injecting a deeper meaning into a collection, Breitling’s line up is top notch, not only selling a watch, but selling a story along with it. Kern has said in the past “We want to be more relaxed, informal, cooler, younger and fresher than the other brands out there,” ushering in a new era for Breitling. This collection certainly proves that mission.