It’s weird to hear the CEO of a luxury watchmaker talk about trying to go more casual. The image of a luxury watch often conjures scenes of formal events, tailored suits, and a certain level of unattainability. Yet, this is precisely the strategy Georges Kern, CEO of Breitling, is pursuing, and it's a formula that’s been working remarkably well for the brand. Under Kern's leadership, Breitling has undergone a significant transformation, moving away from its traditionally niche market towards a broader, more accessible audience while still maintaining its prestige. This shift involves not only design choices but also a considered approach to pricing and marketing, all contributing to a more wearable and appealing Breitling brand for the modern consumer.
Georges Kern: The Architect of Breitling's Transformation
Georges Kern's appointment as CEO of Breitling in 2017 marked a turning point for the brand. Prior to his arrival, Breitling, while respected within horological circles, struggled to connect with a younger, more diverse demographic. Kern, with his extensive experience in the luxury goods industry, particularly at IWC Schaffhausen, brought a fresh perspective and a clear vision for Breitling's future. His strategy focused on three key pillars: design diversification, strategic partnerships, and a renewed emphasis on brand storytelling.
Kern's vision wasn't simply about making Breitling watches smaller or less ostentatious. Instead, it was about making them more versatile and appropriate for a wider range of lifestyles. He recognized that the traditional perception of Breitling as a predominantly aviation-focused brand, while a strong heritage, limited its appeal. His approach involved expanding the brand's design language, introducing new collections that catered to different tastes and occasions, without sacrificing the quality and craftsmanship that Breitling is known for. This strategic move is reflected in the diversity of Breitling's current offerings, from its classic Navitimer collection to its more contemporary Superocean and Premier lines. The result is a collection that speaks to a broader audience, making Breitling watches more "wearable" in the sense that they seamlessly integrate into various aspects of daily life.
Breitling's Diversified Portfolio: Catering to a Wider Audience
The expansion of Breitling's product lines under Kern is a testament to his commitment to broader appeal. He understood that the modern consumer doesn't just want a single "occasion" watch; they want pieces that can transition effortlessly from a business meeting to a weekend adventure. This led to the development of watches that are both stylish and robust, capable of withstanding the rigors of daily wear while maintaining a sophisticated aesthetic. The Superocean Heritage collection, for example, perfectly embodies this approach, offering a blend of vintage-inspired design and modern functionality. Similarly, the Premier collection showcases Breitling's ability to craft elegant dress watches that are equally at home in a formal setting or a casual Friday.
This diversification extends beyond simply creating different styles. Breitling has also embraced a wider range of materials and technologies, further enhancing the wearability of its watches. The use of lighter materials, such as titanium, alongside traditional stainless steel, makes the watches more comfortable for everyday wear. Furthermore, the incorporation of advanced movements and features, such as chronographs and GMT functions, adds functionality without compromising on style. This approach speaks to the modern consumer's desire for both form and function, making Breitling a more versatile and appealing choice.
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