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.
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
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
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.
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.
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.
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.
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.
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,"
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.
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
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.
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.
@@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.
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!
Saying this as a fan of the channel. I fully understand making videos to promote watches on the watch shop. And I understand when you express dislike for a manufacturer's marketing strategy and offering alternatives. Self-promotion is normal. But this felt like you guys are leveraging our time to land a Breitling gig. Makes the viewer feel like a product. Hope you do better in the next one
Hey man! Definitely not the intention to make you the product - our service, the way in which we deliver information to you (the watch community, is the product. You’re the inevitable judge, you all hold an incredible position of power and it’s my job to help brands that deserve your respect earn it. Thank you for watching!!!
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.
100% agree with your analysis. I would add that the brand has lost its appeal to old time collectors such as myself. In fact the image of the brand has been cheapened. It is now the Toyota of the industry.
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.
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.
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.
Wonder what the view is now with the Datora salmon/copper 42mm and Pistachio Heritage Chrono 40mm... very vintage, dress watch chronographs with really nice movements, very interesting dials. Tudor on the other hand - when we discuss reissues; they're releasing almost exclusively pieces based on old designs AND then reissuing them every year in a different colour... and there's no 'story', even when they tried with the P01 it was nonsense. The most unimaginative brand marketing? Yet tearing up the sub-£5k market...
They need to limit production. No one wants to spend $15,000 on a watch you can buy off the shelf. When you’re spending that sort of money on a watch, you need that feeling of exclusivity.
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.
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.
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.
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 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 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!
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
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.
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.
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.
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.
Ineffective Breitling marketing still happening in 2022, the new Navitimers released in March has almost zero coverage by the journalists, and I only learnt about it because here in May there is a limited edition release of the Cosmonaute which then brings me to the new releases two months ago, a shame really because they're fine watches with subtle but not insubstantial improvements over the previous generation
See eye to eye with you mate. I am marketing guy. There is a lot to be done here. This is by far my favorite luxury watch brand so know them inside out. Still moving away from inmaculate executions such as transatlantic or charging in excess of 3K for unseen releases is a no no.
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.
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!
A wristwatch is a piece of Jewelry that makes a statement and for many people is a status symbol and something to flaunt. It’s function of telling time and a few other functions could be achieved by a watch costing 60 bucks. So it is mostly an ego trip, which is OK. What has always amazed me is how many timepieces costing astronomical sums are really so ugly as to almost defy description.
Fighterjet? Are we still talking about watches here? You seem to be getting carried away.. Let me reset for a min.. You seem to be talking about their marketing... Dont think it is necessary... It is what it is... Its a prestige brand. They just need to put it on the hands of some prestige people - that is all. But also ensure that it is prestige forever.
I had to return an endurance pro yesterday, the second hand was loose and kept sitting to the right after arm movement. I've read online and spoken with other who've had the same problem! QC must be terrible I'm afraid. A shame because I've enjoyed wearing my aerospace and wanted this as a more day to day watch. Never again Breitling!
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.
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.
A bigger problem for Breitling is the cost of owning one. I can no longer justify the servicing costs of my Navitimer. a stainless steel bracelet 'unrepairable' after 20 years, [£1,200 replacement]. £600 service. I'm wearing a Casio until I get a new battery for my Jeep watch and the Mont Brilliant will go in a drawer.
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.
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.
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.
As a breitling owner, I like being part of a watch brand that doesn’t cater to a larger audience. People who know about breitling and it’s history don’t need flashy marketing ads to buy the watch. Rolex and AP if you look at, is getting over valued and hype because of hip hop community in the past 10yrs.
I actually disagree that they can't rely on their rear shoes. When you look at a brand new super ocean, it looks so different from an old I'm an old super ocean that it really feels like a new watch new watch in the same family. I, respectfully, disagree that Breitling is really even doing a lot of reissues.... I feel like they are doing something totally new in the watch world. They are releasing NEW watches under recognizable names from their past. That new superocean isn't a refresh. It's a whole new watch. They could have easily named it the "Super Diver" or something. But, they are taking some real chances and I love it
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.
Chronomat B01 42 one of the best looking chronos on the market right now. Display case back. 70 hours PR. 200m water resistance. Heft. Presence. That bracelet. Just a looker. Trust me anyone into watches will take a second look and those not into watches will appreciate the quality. Only downside is that it’s a wrist cannon so not for the slimmer wristed guys. But boom! They really upped their game. Gimme that black eyed blue sunray model man. You want to feel the quality on your wrist and where your money went, this model is up there. If you’re worried about value retention wait to jump on a slightly used bargain.
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.
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.
They need to stop paying every high end celebrity to promote their watches cuz people are going to get what they want regardless. And get John Travolta the frig out of there
Correct me if im wrong, but the antimagnetic properties are poor, longines, Oris have far better AM properties and are cheaper, so Breitling needs to up their game.
Instead of a plastic bag take kitchen paper and soak it well and water then a wrap it around the dumplings and put it in the microwave for the same amount of time
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.
I have a beautiful blue Breitling Colt ChronoOcean on a bracelet, a white Antares and the early Gen II Aerospace. Bought them all years ago, like them all built well and look good. Newer Breitling's don't do much for me too big, too gawdy and brash. The latest example's/re-issues look much better but I would not sink £000's into a new or a later pre-owned purchase yet. I don't buy the hate on youtube for the brand and I think it will rise again to premier status in the watch world.
As a Breitling owner, they are now over priced. I only purchased new pieces and have stop because I do not feel connected to the brand. They need to reconnect with the customer and lower the prices.
Breitling did great with the superocean heritage II ab2010161c1a1 and colt A17388101C1A1 and new chronomat. new reissued superocean heritage 57 is a step back
I don’t get it. Where are the Breitling watches? Critiquing product you have never seen? Or worn? Even if its positive feedback, it’s not an accurate depiction of a product of you have not seen it before. Other than your 15 year old Breitling colt quartz? LOL come on bro. No one watching you for your input into brands marketing platforms or use of re-editions to grow the company’s market share in the industry. I guess when your company was founded in 1884 you may have a few more re-editions than other brands when getting back to your roots. Waste of 12.5 minutes.
The problem is obvious, even if you were the CEO of breitling, you would rather be wearing a Rolex. You don’t because you work for the competition, but after you leave the gig, you are back wearing Rolex.
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.
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.
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
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.
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.
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,"
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.
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.
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
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 !
It's like I'm in my marketing class during MBA all over again.
The strap on Breitling Colt is Marine Nationale Strap Orange. Took a couple hours to find the same one
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.
Probably me, but lordy that background music is annoying, are we in a piano bar?
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.
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!
does anyone know the brand of orange strap on Christian's wrist? any suggestions how to google it?
How do I register for the Rolex ?
Saying this as a fan of the channel. I fully understand making videos to promote watches on the watch shop. And I understand when you express dislike for a manufacturer's marketing strategy and offering alternatives. Self-promotion is normal.
But this felt like you guys are leveraging our time to land a Breitling gig. Makes the viewer feel like a product. Hope you do better in the next one
Hey man! Definitely not the intention to make you the product - our service, the way in which we deliver information to you (the watch community, is the product. You’re the inevitable judge, you all hold an incredible position of power and it’s my job to help brands that deserve your respect earn it. Thank you for watching!!!
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.
100% agree with your analysis. I would add that the brand has lost its appeal to old time collectors such as myself. In fact the image of the brand has been cheapened. It is now the Toyota of the industry.
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.
What is the brand of the orange strap on the Colt?
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 did you get that orange strap for the breiting colt?
Can anyone tell me where he got that strap from??? Looking for this exact setup.
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
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.
I subscribed , where is the sign form ?! can’t find it ..
Wonder what the view is now with the Datora salmon/copper 42mm and Pistachio Heritage Chrono 40mm... very vintage, dress watch chronographs with really nice movements, very interesting dials.
Tudor on the other hand - when we discuss reissues; they're releasing almost exclusively pieces based on old designs AND then reissuing them every year in a different colour... and there's no 'story', even when they tried with the P01 it was nonsense. The most unimaginative brand marketing? Yet tearing up the sub-£5k market...
I remember in the 1990s Breitling was very prominent probably only a bit behind Omega in fame.
The strap looks nice, what is it?
What and where is this strap from??
They need to limit production. No one wants to spend $15,000 on a watch you can buy off the shelf. When you’re spending that sort of money on a watch, you need that feeling of exclusivity.
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.
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.
Just bought my 1st Breitling! SuperOcean 44mm blue! They are Pioneers! Love the history behind them!
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.
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.
Subscribe part was easy but how to sign up?
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 !!
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.
totally agree, the Breitling customer service is stellar.
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!
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
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.
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 see them definitely moving in the right direction for sure.
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!
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.
Nice content! What are your glasses btw ?
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.
Hi can you twll me what watch strap the orange one is, love it
Ineffective Breitling marketing still happening in 2022, the new Navitimers released in March has almost zero coverage by the journalists, and I only learnt about it because here in May there is a limited edition release of the Cosmonaute which then brings me to the new releases two months ago, a shame really because they're fine watches with subtle but not insubstantial improvements over the previous generation
See eye to eye with you mate. I am marketing guy. There is a lot to be done here. This is by far my favorite luxury watch brand so know them inside out. Still moving away from inmaculate executions such as transatlantic or charging in excess of 3K for unseen releases is a no no.
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.
So sad to see Breitling being reduced to their current state. Nothing in their current lineup emotes the same emotion as my 40mm Navitimer.
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!
A wristwatch is a piece of Jewelry that makes a statement and for many people is a status symbol and something to flaunt. It’s function of telling time and a few other functions could be achieved by a watch costing 60 bucks. So it is mostly an ego trip, which is OK. What has always amazed me is how many timepieces costing astronomical sums are really so ugly as to almost defy description.
Fighterjet? Are we still talking about watches here? You seem to be getting carried away..
Let me reset for a min.. You seem to be talking about their marketing... Dont think it is necessary... It is what it is... Its a prestige brand. They just need to put it on the hands of some prestige people - that is all. But also ensure that it is prestige forever.
Love the orange strap on the Colt so simple and effective
I had to return an endurance pro yesterday, the second hand was loose and kept sitting to the right after arm movement. I've read online and spoken with other who've had the same problem! QC must be terrible I'm afraid.
A shame because I've enjoyed wearing my aerospace and wanted this as a more day to day watch.
Never again Breitling!
this future partnership will crush everyone else! this really hyped me up! good job, great video.
Cool orange watch strap, where is it from?
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.
I think that the new Breitling watches look a lot cleaner and more focused than the overly complicated ones a few years ago.
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.”
If good "marketing" means you walk into a boutique and it's shelves are empty, then I'd prefer if Breitling didn't do it
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.
A bigger problem for Breitling is the cost of owning one. I can no longer justify the servicing costs of my Navitimer. a stainless steel bracelet 'unrepairable' after 20 years, [£1,200 replacement]. £600 service. I'm wearing a Casio until I get a new battery for my Jeep watch and the Mont Brilliant will go in a drawer.
where did you get that orange watch band?
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.
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.
That's a quartz brietling. It's a shame.
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!!!
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.
As a breitling owner, I like being part of a watch brand that doesn’t cater to a larger audience. People who know about breitling and it’s history don’t need flashy marketing ads to buy the watch. Rolex and AP if you look at, is getting over valued and hype because of hip hop community in the past 10yrs.
I actually disagree that they can't rely on their rear shoes. When you look at a brand new super ocean, it looks so different from an old I'm an old super ocean that it really feels like a new watch new watch in the same family.
I, respectfully, disagree that Breitling is really even doing a lot of reissues.... I feel like they are doing something totally new in the watch world. They are releasing NEW watches under recognizable names from their past. That new superocean isn't a refresh. It's a whole new watch. They could have easily named it the "Super Diver" or something. But, they are taking some real chances and I love it
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.
Breitling was always my favorite brand and first luxury watch. The only problem is to keep the value.
Chronomat B01 42 one of the best looking chronos on the market right now. Display case back. 70 hours PR. 200m water resistance. Heft. Presence. That bracelet. Just a looker. Trust me anyone into watches will take a second look and those not into watches will appreciate the quality. Only downside is that it’s a wrist cannon so not for the slimmer wristed guys. But boom! They really upped their game. Gimme that black eyed blue sunray model man. You want to feel the quality on your wrist and where your money went, this model is up there. If you’re worried about value retention wait to jump on a slightly used bargain.
Is the give-away world wide or for US residents only?
Yes, a VERY GRAVE AND DIRE problem. That can only be solved by hiring you 🤣🤣🤣
I laughed very hard
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.
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.
They need to stop paying every high end celebrity to promote their watches cuz people are going to get what they want regardless. And get John Travolta the frig out of there
Correct me if im wrong, but the antimagnetic properties are poor, longines, Oris have far better AM properties and are cheaper, so Breitling needs to up their game.
Instead of a plastic bag take kitchen paper and soak it well and water then a wrap it around the dumplings and put it in the microwave for the same amount of time
Did breitling ever contact you ?
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.
I have a beautiful blue Breitling Colt ChronoOcean on a bracelet, a white Antares and the early Gen II Aerospace. Bought them all years ago, like them all built well and look good. Newer Breitling's don't do much for me too big, too gawdy and brash. The latest example's/re-issues look much better but I would not sink £000's into a new or a later pre-owned purchase yet. I don't buy the hate on youtube for the brand and I think it will rise again to premier status in the watch world.
Even though it is 100% not my style, I keep eyeing that new chronomat. Maybe.....
As a Breitling owner, they are now over priced. I only purchased new pieces and have stop because I do not feel connected to the brand. They need to reconnect with the customer and lower the prices.
One great branding firm gets it right: "Good work makes you think. Great work makes you feel."
Breitling did great with the superocean heritage II ab2010161c1a1 and colt A17388101C1A1 and new chronomat. new reissued superocean heritage 57 is a step back
I don’t get it. Where are the Breitling watches? Critiquing product you have never seen? Or worn? Even if its positive feedback, it’s not an accurate depiction of a product of you have not seen it before. Other than your 15 year old Breitling colt quartz? LOL come on bro. No one watching you for your input into brands marketing platforms or use of re-editions to grow the company’s market share in the industry. I guess when your company was founded in 1884 you may have a few more re-editions than other brands when getting back to your roots. Waste of 12.5 minutes.
The problem is obvious, even if you were the CEO of breitling, you would rather be wearing a Rolex.
You don’t because you work for the competition, but after you leave the gig, you are back wearing Rolex.
Can't help but feel that Breitling undersells itself with cheap gimmicks. It needs more respect for itself and let the watches do the talking.