Breitling’s rebound and growth: a closer look The entire brand replica Breitling deserves more respect from watch collectors. Despite spending a few years in the wilderness, today’s Grenchen brand has an fascinating combination of competitive products and traditions that can rival any competitor. Breitling’s current and recent product catalogs should attract the attention of open-minded watch lovers who are looking for outstanding timepieces at value-driven second-hand prices.
For those who are new to the market and the Breitling brand, it is important to acknowledge the reason why this once highly regarded house often gets the “underrated” label. During a certain period in the 2000s, Breitling often regarded Rolex and Omega as one of the “big three” of the Swiss mainstream luxury watch brands. But Breitling failed to realize in the 2010s that consumer preferences had shifted away from the company’s ridiculously huge case, and the 2015-2016 decline in the watch industry dealt a heavy blow to the company. Breitling’s one-line marketing continues to hit aviation clichés, outdated portrayals of women as fetishes, and… John Travolta.
With changes in ownership, management and direction, the full brand was relaunched in 2017.
British private equity investment agency CVC Capital Partners bought out all the shares of the former Schneider family, former IWC CEO Georges Kern was placed on top, and the focus of product development shifted to less exaggerated design. Although aviation is still eye-catching, it no longer includes Breitling’s marketing thrust, but is trying to improve Breitling’s connection with land sports, water sports and antique collectors.
In addition to business, Breitling’s product range has also been improved. The slow start in February 2018-no one marveled at “Navimer 8“-started a strong launch later that year. October brought the revival of the Breitling Premier Collection; these watches strike a wise balance between retro design hints and modern features.
The SUPEROCEAN Legacy II-a refresh of the late Schneider era of Breitling’s best-selling line-with a clean design and Tudor movement comes from the impression of Rolex’s sister brand. Navitimer, the icon of Breitling brand design, has undergone subtle aesthetic improvements, including a two-tone dial, display case back and delicate lugs.
Breitling’s Farre era received little recognition in Schneider’s production and has now become a selling point for this re-established company. The reissues of antique watches including Navitimer Reference 806 1959, Top Time, AVI 765 1953 and SuperOcean Heritage 57 all show true respect for the original, pay tribute to the antique watch world, and convey to collectors that Breitling understands and respects its traditions Information. The hiring of fake men watch historian Fred Mandelbaum and antique watch journalist Louis Westphalen strengthened the credibility of this effort.
There is still work to be done, but for the first time since the Hummer was considered cool, Breitling has made serious efforts to restore its lost status. In keeping with the spirit of the new Breitling comeback, these are my favorite models of Breitling watches in the current catalog.
Super Marine Heritage Limited Edition II
This is the second series of vintage diving watches, which will be issued in limited quantities in 2020. The first part is a limited edition, using the style of Breitling’s 1957 SuperOcean reference 1004, which is the company’s first real diving watch. The initial operation also included the historic but pleasant rainbow pattern on the dial.
Breitling’s Heritage Limited Edition II replaces the blue dial and bezel with the black dial and bezel of the first edition, and has a noble purpose: to support the labor of healthcare workers fighting Covid-19 in Europe and North America.
In addition to its new blue features, Heritage LE II also includes the same ceramic plug-in unidirectional diving bezel, 100-meter water resistance, COSC Swiss Observatory certification and a 42mm stainless steel case. The correct size of the case and the thickness of less than 10 mm proves that Breitling’s current management has obtained a memorandum regarding the expansion of its previous sales of poisoned case.
Premier B01 Chronograph 42 Bentley British Racing Green
Finally, we have a Breitling Bentley watch, which will not make you blush. After its popularity reached its peak in the 2000s, the co-branded “Breitling’s Breitling” series became a bright spot in the 2010s. Too big, too shiny, too much. Premier Bentley BRG corrected these shortcomings through a reimagined co-branding, which felt reasonable.
The previous “Bentley” series is an independent model series, while the new Breitling Bentley watch is a special model in the Premier, Chronomat and similar core model series. Premier BRG only made a few changes to the core Premier B01, but these changes are sublime. A British Racing Green sunburst metal dial that brings dynamic beauty. Moreover, the bolted Bentley nameplate at the nine o’clock position of the case is turned by the engine like old-fashioned and customized Bentley modern interiors. The BRG calfskin strap and the silk-printed Bentley logo on the back cover have been customized.
In addition to Bentley, the standard Premier B01 Chrono 42 is an effective competitor to Omega/IWC. Its 42mm stainless steel case has been meticulously engraved with attention to beautiful details, while the 100-meter water resistance adds unexpected versatility to this dress-style watch. The performance of the Breitling movement B01 automatic chronograph movement is compared with that of the Rolex 4130, with a 70-hour power reserve, vertical clutch and column wheel, and COSC Swiss chronograph certification.
In terms of range and chronograph, “Aerospace Evo” is the kind of watch worn by real pilots in 2020, and all these functions are equally effective on the ground.
Equipped with perpetual calendar, chronograph, dual time zone, backlight, alarm, countdown timer, digital and analog display, thermally compensated quartz regulator and electronic minute repeater, this is an authentic flying instrument with poses on the market. It has a water resistance of 100 meters, which makes IWC’s comprehensive 60-meter “pilot watch” rating ashamed, and the unidirectional bezel makes this Breitling pilot watch a viable diver for leisure and entertainment. The 43mm titanium case is reasonable in size and easy to read, and even with the optional bracelet, the weight is very light.
Breitling’s “Professional” series watches have almost no similar products among competitors’ brands, and the multi-functional digital quartz Aerospace Evo watches are the best among them. In addition, the COSC quartz chronometer certification provides this pilot with an unmatched pedigree.