Reinvention is a essential part of Breitling’s business strategy over the past half-decade under the helm on its charismatic CEO, Georges Kern. Whether it is reinventing an entire business plan, marketing strategy or specific collection of timepieces – the thought process and customer consideration is clear for all to see.
Having recently introduced a trio of new watches based on cult American cars from the Sixties, the Swiss watchmaker has now applied a similar principal to aviation, with the release of its new Super AVI collection.
Super AVI is a celebration of aviation history with designs inspired by its own 1953 “Co-Pilot” Ref. 765 AVI aviator’s watch and four classic planes of yesteryear.
In the 1930s, Breitling’s Huit Aviation department made its name inventing precision cockpit clocks for the emerging field of aeronautics. Two decades later, in 1953, it introduced the Ref. 765 AVI pilot’s watch. It was such a hit with actual pilots, it became known as the “Co-Pilot.”
Last year, Breitling launched the AVI Ref. 765 1953 Re-Edition, a faithful recreation that honoured that chronograph.
This year a full collection has been released with four timepieces: The Super AVI P-51 Mustang, The Super AVI Tribute to Vought F4U Corsair, The Super AVI Curtiss Warhawk and The Super AVI Mosquito.
With elements of the designs being inspired and adapted from the classic crafts, the collection aims to appeal to both aviation enthusiasts and watch collectors alike.
“Once you have the strategy and a vision, then you have to implement it,” says Kern. “And we have, thank God, one of best design studios in the industry – if not, the best.”
