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Breitling Has A Big Problem...
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- Опубликовано: 6 авг 2024
- Breitling has incredible watches and history, but a serious marketing problem! Discussing the Navitimer, Superocean, Chronomat, Professional line, and more...
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Breitling is a brand with such an incredible lineup of watches, and yet this marketing problem is keeping them from becoming the massive brand that their total overhaul wants them to be.
When Georges Kern took over as the brand's CEO, he completely revamped the product line, kicking the blingy, Breitling for Bentley watches to the curb in exchange for their tool watch roots. However, in doing this the brand has relied a bit too heavily on reissues, going the way of Longines at a much higher price point.
Now their Chronomat and Professional lines have been revamped and updated, rather than just reissued. And it ends up being quite impressive. However, there is some serious marketing difficulty. Their Instagram, for example, is clean and well put together, but it isn't enough successfully revamp themselves because they need to be able to create a new impression in the minds of people. They also put together a successful RUclips Webcast/Summit that showcased Georges Kern in all his apparently friendly and very intelligent glory, in addition to showing off their new watches. However, it is their partners that fail them, especially when it comes to their partnerships with watch blogs, who seem to be just putting out these spec-based, Milk-Toast types of content that aren't executing in the way the brand needs.
I've said this multiples times online when discussing Breitling. Most people, and by people I mean watch enthusiasts, don't know how important Breitling has been for the watch industry. Breitling pretty much invented the modern chronograph on their own, by first moving the chronograph button from the middle of the crown to the 2 o'clock position, then separating the start/stop button from the reset button and placing it at the 4 o'clock. People don't know that Breitling Emergencies have saved a number of people throughout the years or that a Cosmonaute was the first Swiss watch in space. People don't know all of these things because Breitling apparently doesn't want them to know, since they never talk about their feats. It's an amazing brand with an extremely rich history that definitely deserves much more love than it's given these days.
So true. I boggles the mind how so a historically significant brand can be laid to waste.
Michael Riera it wast , they are doing some really great things , I’m from Chicago and the two largest ADs in the area have been selling the new catolog like hot cakes
That’s great news to hear. I’m a big fan as a Breitling owner and want the brand to succeed.
Michael Riera what do you have? I currently own a premier , 806 reissue and the new super ocean
please correct me and i do hope that i am wrong cause i am going to buy a cosmonaute next week.. buuuut: i think the Cosmonaut was the first known watch worn by an American in space..
on April 12th 1961: Yuri Gagarin’s wore a brand named: Shturmanskie
This guy: - As a luxury brand, you can’t live only on reissues
Rolex: - Hold my beer
Who needs to reinvent when you got a timeless classic like the Navitimer. God I love my watch
Rolex doesn’t do reissues.
@@tryitout-701 yes they do
And Audemars piguet
He mentions exactly this and why that is the case around 11 minutes into the video.
The person who wins that Rolex should never leave home during a storm cause the probability of getting struck by lighting are higher than winning the watch.
This video could easily be about Tag Heuer. They are blowing an opportunity to refocus on their formula one roots with the increased popularity of the sport due to Netflix's Drive to Survive.
We are buying the watches, but we also buy the story -
First watch on the moon, watch made for the Brazilian pilot, watch made for polo, watch that climbed the Averest, etc.
Breitling has a rich tradition, they should use it.
I do think they're at least heading in the right direction now. For a while, their watches became simply unwearable (at least for most people). Their current lineup is alot better than what they've been offering in teh recent past.
I’m a bigger guy so I like their bigger watches but I love that they have a lot of smaller offerings now for smaller frames people. I think it’s smart to keep both in their catalogue and keep the options open. Why not look after both crowds instead of go to one extreme over the other. There are small framed watched fans and their are The Mountain sized watch fans and both deserve to be represented.
Breitling brings so much history and value to the market , definitely on the way up
Would like to see the B20 and B01 used in all of their watches instead of ETA. I think they are eventually heading that way.
I don´t think so, they profited heavily from the large watch trend and are getting out of fashion. "De-bling-ing" them isn't a good idea either imo, as this was at least a bit of a niche for them.
It's like I'm in my marketing class during MBA all over again.
Breitling did an amazing job with their re-issues, specifically their 1959 Navitimer and their 765 AVI copilot. Pretty much identical to the original watch without the radium dial and with an in-house hand wound variant of the B01. I am really loving my Navitimer.
Hey Christian. Great vid I have just subscribed!
BTW what’s the model number of the Colt you are wearing pleaaaase? I wanna try find one !!
So on your theory, due to the lack of design progression, Breitling should be a lower cost. One word....Rolex.
but for a brand with such a high calibre as Breitling, why would Breitling care what Rolex is doing? In fact most of watch enthusiasts even new ones realize that Rolex and Breitling are two different beasts. Breitling should leverage its historical achievements and inject them into their existing models through slick and credible ads. Breitling is aviators' watches, classic watches but bold one, of course different 'classic' from Omega, etc etc. There are many stories that Breitling can bring to its forefront of marketing campaign that would definitely entrench its positioning as the brand for bold and smart and maverick type of people yet still elegant and prestigious.
Two words: Porsche 911
austin rosin desired by non watch enthusiasts.
They aren’t Rolex bro
does anyone know the brand of orange strap on Christian's wrist? any suggestions how to google it?
Breitling is already having its day again which I’m sure it will hold. Definitely a great brand with a ton of history and great looking aviation and dive pieces
Can anyone tell me where he got that strap from??? Looking for this exact setup.
I used to be a huge Breitling fanboy. Back in 2000-2010. They were tool watches. Tough, practical and reasonably affordable. Today, I can’t connect with them. Weird designs, outrageous prices and huge depreciation on the used market. Every time I see a new design I just shake my head. So many better options for me in that price point. Ironically, today I’m selling my last Breitling holdout in my collection. Breitling. The girlfriend from 20 years ago that I’ve moved on from...
Just my opinion.
Edit: the other thing that I find a turn off that many will like is their designs become so dated so fast. Constantly changing to the point where there’s no real iconic Breitling design (save the Navitimer).
Just buy preowned then and take advantage of the resale values. I did that and bought a 3 month old SO Heritage 2, completely unmarked and with 8 year warranty for $2900.
Actually....you now have me considering a brand I had ignored for years. I always found Breitlings to be too busy for my tastes and their simpler watches (what few there were) to be kind of boring. After seeing some of the pics you posted, I jumped around looking at their current offerings and I am impressed at their simpler (hours, minutes, center seconds and maybe day and date) offerings. They have some gorgeous stuff on the market right now.
Nice content! What are your glasses btw ?
I absolutely love my aerospace. It’s just a wonderful tool watch, but the majority of their current models just don’t tickle my fancy.
Same here. Most of the modern Breitlings are hideous. Except the Avenger 43 - that looks very classy.
Sometime back in 2010 or 2011 I was really considering a Breitling. Looked online all the time at them & went to a dealer a few times. I almost bit the bullet & got the Navitimer but the noise of the movement always put me off. I was always in a I love it but the movement, can't stand it type dilemma. I ended up passing on it & for a time I was regretting not buying it.
Yes, a VERY GRAVE AND DIRE problem. That can only be solved by hiring you 🤣🤣🤣
I laughed very hard
Love this video- Breitling definitely needs to be up there with Rolex and Omega in the same sentence. They make spectacular watches and don't get enough credit
I own a Rolex, Omega 1977 Speedmaster and a 1990 Chronomat. The Chronomat is now for sale. for a watch now worth Approx. $2000, they charged me $1000 for an overhaul, etc. the lume is crumbling off the hour and minute hands; however Breitling refused to replace them even though their warranty states they will replace under warranty any parts-including cosmetic parts (like hands) that will damage the watch. So, even after spending $1000 with Breitling, the powdered lume is falling into the watch through the date window and the stem hole. Their excuse was "We no longer can source these hands..." Well, with all the different friggin' designs they've made, they could surely recommend 2-3 "new design' hands to replace the disintegrating ones. nope! It's one thing to use the wrong hands on a true 'collectable' but the Chronomat with the Valjoux movement will never be collectable. I finally sourced a new set of Valjoux hands at my own expense of approx. $75 that I will install myself AND: They look better than the original hands. Breitling: you suck!
I actuality feel like they do in the silent majority of casual watch people (not the small group of watch snobs or people who know nothing about watches).
That huge group of people who like watches and know "a bit,"
The main message of the video: Mr. Kern, all your marketing communiaction suppliers suck. Just give the whole marketing budget to Theo an Harris and you''ll be fine.
I love the direction that brietling has been going and always felt baffled how little credit and recognition their watches are getting. If a brand like Rolex had a as good a chronograph movement as the B01, the recognition for the movement would skyrocket. Excellent breakdown and analysis. I would love for brietling to partner with you and bring them to new heights!
If im not mistaken, I believe the Tudor Chrono effectively has a Breitling B01 movement in it... so people at hanswildorf foundation are clearly pleased with breitling work with chrono movments.
Great video! I'm loving the piece that you're wearing! Could you tell me the reference number? I'd like to find one for myself!
I must say even though the new breitling chronomat is reaching for the past, it seems and feels so modern i feel they nailed that model! It's so well executed, you have nooooo idea!! They did something no one expected and i love it!
Hi can you twll me what watch strap the orange one is, love it
Love the breakdown. I'm not even into watches (trying to get into them with my dad) but I am in marketing and I LOVE this breakdown. Subscribed!
Where did you get that orange strap for the breiting colt?
The strap on Breitling Colt is Marine Nationale Strap Orange. Took a couple hours to find the same one
How do I register for the Rolex ?
I subscribed , where is the sign form ?! can’t find it ..
What and where is this strap from??
I like the new breitling watches that have come out, especially some of their diver's. And there is nothing wrong with an eta 2824. It's a sturdy & reliable ebauche capable of superior chronometric performance. A breitling will last a lifetime.
Enjoy your videos. Your Rolex GMT Master video got me hooked. Bought my first one back in 1989, used it at work because it let me keep local and Zulu time simultaneously.
What is the brand of the orange strap on the Colt?
I love these exploration series of yours. Don’t know what to call it but exploration seems fair for this series of videos. Also agree 100% on story telling that marketers should adopt
Great Job and agree wholeheartedly. What you may not realize is that the only person that's ultimately driving IS the CEO. I have been in charge of marketing for a number of #1 companies and someone may come up with some of the greatest multi faceted approaches with exactly as you suggest for their marketing strategy and it will be 100% the CEOs call. I live it. So, anyone that thinks that the brand person is in charge of the message is wrong. He approves or shoots down everything. Additionally, European companies are much less "open" to their CEOs being swayed by direct reports. I have worked for French, German, Spanish, Japanese, Chinese etc. and by far the biggest dictators are European CEOs. As stated, I think your totally in the money with your strategy. My first time watching and also looked at your site and fantastic!
Love the passion!
Man, I’ve seen a lot of watches on that wrist and, the vintage blue datejust excluded, that Breitling has looked the best!
I agree Brad. After handling some of my dream watches including watches upward of 50k there is just something about Breitling that always looks great and expensive from close or a far. When someone is wearing a Breitling everyone In the room knows it.
Cool orange watch strap, where is it from?
Great job guys, my favorite Breitling is the cosmonaut flyback which I purchased 1999.
Love the orange strap on the Colt so simple and effective
So the challenge Breitling is facing is that when talking about their watches in blogs, it’s very bland?
As in when someone talks about the moon watch it always mentions about Apollo 11 or Apollo 13, thus giving the reader a lasting impression. Same for AP Royal Oak and PP Nautilus (Genta) , Seamaster (Bond), Junghans(Max Bill).
So Breitling has done everything right, they just need a medium to carry forward the spark to us watch guys.
I love these videos. Keep em coming.
Great video. I dig their top time watches a ton and was surprised that I glanced and Breitlings again. Also one note is they are selling watches from their own stores as a main place to sell as opposed to how they were being sold (everywhere) before, highly diluting the brand.
Christian that was some really good insight..I am so confused what breitling to get, maybe you could help me out...😜
I find it kinda odd that watch brands market their watches for these extreme lifestyles. Deep dives, spelunking, mountain tops, and fighter jets. They've been doing this 100 years now. Or even the other extreme James Bond-esque black tie events.
Aspiration is sexy and sexy sells, sure we all know that. But there's gotta be other visual landscapes to try. Otherwise you're not fundamentally any different than the allergy category with their fields of flowers in every ad.
Subscribe part was easy but how to sign up?
I’m really impressed by your style Christian. Where did you buy that polo? Haha
I see them definitely moving in the right direction for sure.
The only problem in my view is how many times I need to reset my watch. The energy issue is a big turn off after buying.
Dude I would love to see a partnership!!!!!!! You need to review the 806 Navitimer, the reissue is on point
Just took a look at their site. Professional (Aerospace excluded) and Diving are looking like Citizen and old Tag. Was that their intent?
I agree with you on this one. Breitling does have amazing stories that they could tell. You have some good points. I see what you did there at the end. Good strategy!
When Breitling brought their 2020 releases, it was a video loaded onto their website, presented by Georges Kern. The watches have not really been featured on any major channels since then, I thought that was quite .....well...not sure what to say.
Pretty amazing that I started out feeling put off as a middle class person watching a video about watches I can only dream of but was won over by the enthusiasm and genuine interesting content
QC issues put me off them, I know any watch brand can releases a dud but my friend had a Brietling avenger2 GMT, the GMT ended up being way off the hour marker when the main hands were so he sent it back to the AD, 3 months later they returned it and within a month the GMT hand had again worked its way off kilter, then the lume pip fell out. One issue I could accept but to not rectify the issue and then see another one occur would be too much for me to turn a blind eye to.
Is the give-away world wide or for US residents only?
Well said! I love Breitling SuperOcean Heritage but some of the new stuff like Breitling Premiere, etc. is sub-par. Best of luck, with your Breitling job interview!
Hi, Treasure that watch from your father. I have a vintage Breitling Navitimer passed on to me. I first purchased the same exact Breitling Colt with blue eyes that you have. It came with a gorgeous silver triple link band. I purchased a blue leather Breitling band to swap for a more sporty look. It matches the watch color so nice. It's my sparking favorite watch. I could not do your orange watch band. LOL! I got interested in Breitling from seeing many John Travolta watch ads with airplanes in magazines. So celebrities can help market and sell product too.
I remember in the 1990s Breitling was very prominent probably only a bit behind Omega in fame.
Probably me, but lordy that background music is annoying, are we in a piano bar?
A couple of years later I will probably see videos where Christian will make the same videos he makes with Grand Seikos! I love the hustle!!!
So sad to see Breitling being reduced to their current state. Nothing in their current lineup emotes the same emotion as my 40mm Navitimer.
Best job interview ever ;)
I've often thought some of these brands need to hire Christian as a consultant. He "gets it" in a way the brands themselves don't.
I’d like to see Christian prove it tbh. He does a lot of these pitches/interviews 😂
@@JizzyNinja I'd like to see him given a chance to prove it.
To the points he was making here - look at Omega selling the shit out of 9000 different variants of Speedmaster, mainly off their constant nonstop marketing reminding us of the whole Moonwatch thing. It works - I own a First Omega in Space. Part of what he's saying is hey Breitling, look at that, you have that sort of heritage, use it like they do.
Haha 👍 yup
Your giving away a rolex? You should have gave away a breitling. You're fired.
where did you get that orange watch band?
Totally agree, buyers need an emotional connection to the brand. They need to hear compelling stories, inspiring tales they could be part of by owning a Breitling watch, a share of Breitling's rich equity. I own a Seawolf because it's a badass diver inspired by the Seawolf class hunter/killer submarine of the US Navy. I'm fascinated by subs and owning the Seawolf helps me connect with that passion. But I have to make up my own story, Breitling never told me one in the first place.
According to this article, Breitling isn't exactly hurting financially to forage for business advice.
www.thepeakmagazine.com.sg/fashion-watches/breitlings-new-ceo-steering-brand-away-hardcore-aviation/
I wouldn't worry too much for Breitling. With newer designs, targeting younger markets, and big markets like China, it sounds like they're doing pretty well under George Kern.
Love the new chronomat and the Aerospace Evo. Just wished they put a more modern display in it.
I think that the new Breitling watches look a lot cleaner and more focused than the overly complicated ones a few years ago.
The strap looks nice, what is it?
I got a breitling navitimer 80971 from my dad who got it from my gramps who got it new when it came out it has a look of a 3300 but a face of a 3100 I confused if it’s a 3300 or a 3100
I understand that Breitling does not make their own automatic movements. Is this true? If true, what companies make the movements for which watches?
who?
@@omar10213245 Thanks for catching the omission.
This was very well said I always thought that Rolex was the standard for this avenue of marketing from the sub, day date to there oyster perpetual
Haven't watched one of your videos in a while quality is much better, Good Job !
Breitling needs to read: "Start with Why" by Simon Sinek
Great book
Why?
Why should I read it?
“People don’t buy what you’re doing, they buy why your you’re doing it.”
Nice video, thank you. My biggest fear for Breitling is their entire lineup will be vintage inspired pretty pieces with a snap case back, non screw down crowns, 30 mm water resistant, non antimagnetic pretenders. PLEASE Breitling keep some models Instruments for Professionals.
Wow finally some Love for my favorite brand, I have five. Your so right in you analysis. They have such an exciting story to tell. If I could add a suggestion pair the catalog down a bit they have too much overlap. This isnt just a Breitling problem a few other brands have it too.
my thoughts too. have a galactic and superocean and love both. but they just seem to have too many models, with very minor differences.
@@sthomas2592 Picked up a Superocean in 44mm last year. Love it!
Be very careful when buying a preowned Breitling . Make sure the crown closes properly and easily with a few turns. If there is a problem then most likely the watch will need a very expensive middle case replacement as Breitling laser welds the crown tube into the case and this means that you just can’t replace the crown and tube as in most other watches. .......very expensive fix.
Where can I get my hands on that watch strap?
a lot of brands believe their own hype and fail to realise you have to fight tooth and nail to increase market share. their buyer personas should very quickly expose the types of opportunities your after.
I really think Breitling goes in the right direction. It's funny how you hear people say they don't like the "new" models, less blingy, less shiny, are often the same people who didn't like the blingy shiny part in the first place. Breitling is one of the top brands and they will stay successful in the future.
I have 2004 Breitling Chronomat Panada dial Best in my view ever Made..
Great points on all I always preferred Quality over Quantity
Let’s see what Kern Does
Alan H
The big assumption in this video is that Breitling watches aren't selling. For all we know the "work easier" approach may be working just fine. Breitling is still one of the most recognizable brands in the business. Would it be nice if Breitling embraced their history and incorporated it into their marketing approach via storytelling? As a fan of the brand I say yes, but it's hard to say it's necessary without knowing more info.
I was shopping around for a diver and had settled on either a Glashutte SeaQ Panorama or a Blancpain 50 Fathoms. I'd never been a fan of the Breitling "brand" -- which means its marketing must suck. In any event, I stumbled upon the Superocean Heritage and LOVED it. Not the horology of the other two, and not the heritage of the 50 Fathoms, but just liked the look and fit better. That I could get it for $5k less than the others was a huge, huge win.
Yes! You captured the essence, what drives watch collectors : story behind the piece!
Just entered! But is the giveaway inernational?
Those Colt chrono automatics are like anchors. The equivalent quartz versions sell quickly and for more!
Whenever I see a post from Breitling about a Navitimer, you know that person who wrote it has no idea how to operate it or what to use it for (it‘s a calculator - there are plenty of usecases). It‘s embarrassing.
Not really.
Not true
Genuinely great content, keep it up!
the fact that the chronomat 36 does not have in house movements just made me go with a replica with an eta movement, bought one for me and my girlfriend. and yes i would have bought gen if it was in house
Do people in Europe can participate to your giveaway? Hello from France btw
Even though it is 100% not my style, I keep eyeing that new chronomat. Maybe.....
It seems so ironic to me that companies with such rich histories, are using said histories for design and yet, refuse to use the same stories to market their watches. With an industry steeped in interesting and multifaceted stories, it is seemingly so easy to connect those dots. Big props to T&H for tackling these one-by-one.
You’re right the Breitling marketing is very pedestrian compared to the quality of the watches. You guys nailed it !
I adore my 48 mm Breitling Super Avenger 2 in steel with blue dial and bracelet . It’s just a hefty piece with presence . The boutique experience was fantastic, I pop in regularly and just chat with the staff , all of the models were on display - none of this Rolex bullshit attitude towards customers or sorry we’ve got none of our range on display .
I have the same but with a white face. Agree on everything you said.
Ditto. Got my SAII in 2014 in Cirrus White and love it. I have a 7.5" wrist and it is comfortable all day and night for me.
You are an extremely astute marketer my friend. Nailed the analysis. Keep up the good work!
Nice, just found your channel after purchasing a Superocean heritage II. Keep up the good work!
I love the glasses curious to what brand and model
Their big problem is astronomically high costs of simple repair, such as changing a battery. I was at a former Breitling dealer a couple weeks back and the gentlemen who sold them for 40+ years was telling me about their maintenance and repair costs. He likes the brand himself, but at this point even advises people against the brand unless they want to pay unreal sums of money for simple things...aka $400 battery replacement. I liken this much to buying an Acura vs. Honda. You are spending extra money for the name and premium gas required by having the "Acura" name.
Recently bought a Navitimer (bronze) B01 with steel bracelet and I just adore it! By far the most pretty thing I tried on. Thats my opinion and my opinion follows a great herritage! I think Breitling costumers only want top quality with classy looks... they dont care about hypes or marketing.
Great analysis of this once innovative brand. I too find the marketing questionable for a luxury brand. Kerns 2 driving brand differentiators are casual luxury and ecological sustainability . Not sure how this will appeal to a luxury watch buyer. I recently purchased a Breitling and it came in the cheapest card board box. Screamed Seiko not luxury Swiss. If Breitling wants to compete in the luxury space they need to consider the entire client experience.
Couldn’t agree more with your brother. That summit webcast was Breitling caliber. And you deserve a shot!