Breitling Assumes younger look

Venerable Swiss watch brand assumes younger look


MOVE IS IN KEEPING WITH ITS GLOBAL THRUST OF APPEALING TO A YOUNGER MARKET WITHOUT ABANDONING ITS TIES TO AVIATION

By: Alex Y. Vergara

Philippine Daily Inquirer

06:00 AM October 9th, 2015

From dark, more formal interiors, Breitling’s new store at Greenbelt 5 is brighter, more inviting and retains those trademark splashes of yellow. It also features a reproduction of a pop art painting of American artist Kevin T. Kelly. 

From dark, more formal interiors, Breitling’s new store at Greenbelt 5 is brighter, more inviting and retains those trademark splashes of yellow. It also features a reproduction of a pop art painting of American artist Kevin T. Kelly

The Lucerne group, exclusive distributor of Breitling watches in the Philippines, recently unveiled the new look of the Swiss brand’s store at Greenbelt 5 in Makati.

The move is in keeping with Breitling’s global thrust of appealing to a younger market without abandoning its heritage, which is strongly tied to aviation.

Alexander Melchers, GM of Singapore-based Melchers, Breitling’s exclusive distributor in Southeast Asia, graced the Manila launch.

 

As the maker of the world’s first clock for airplanes, Breitling’s history has always been tied to aviation.

As the maker of the world’s first clock for airplanes, Breitling’s history has always been tied to aviation.

“Breitling has always incorporated the color yellow in its interiors. What’s new is the use of beautiful, light-colored wood, which brightens up everything,” said Melchers of Breitling’s new store look.

While the look of its old stores wasn’t bad, it was darker and more conservative. Apart from having brighter interiors, Breitling’s newly renovated Greenbelt 5 store has attractive splashes of color, thanks to huge pop art paintings by American artist Kevin T. Kelly.

Breitling, which has remained a family-owned company since its inception in 1892, tapped the services of Kelly not only to brighten each store and give it a more youthful vibe, but also to pay homage to its aeronautical heritage and “tradition of perfection.”

“Breitling first became famous for making clocks for airplanes,” said Melchers. “Ever since, there has been an exacting demand on production to make each hand-crafted timepiece perfect. Even after the company slowly moved into handheld devices and later on wristwatches, this tradition of perfection remains.”

Bright, young and colorful interiors to appeal to a young but affluent market

Bright, young and colorful interiors to appeal to a young but affluent market

reitling, Melchers added, is also in the same league as Rolex, IWC, Panerai and Tudor. While Rolex is still on top and Tudor is at the bottom of this “peer group,” Breitling is safely positioned in the middle.

“It’s not necessarily the first luxury watch you buy,” he said. “But it’s a watch every collector wants and needs to have.”

Technology-wise, every single watch Breitling produces and sells the world over is reportedly certified by the Geneva Chronometry board. As far as Melchers is concerned, it’s the only watch brand which could make such a claim.

“From a production and quality-control point of view, that requires huge effort and no room for mistakes,” he said. “While others could claim that their watches are also certified, they take the ones that didn’t get certification, refinish them and sell them somewhere else as uncertified watches. We don’t do that at Breitling because we don’t stop until we get it right.”

Breitling isn’t necessarily the first luxury watch you buy, but it’s a watch that every serious collector needs and wants to have.

Breitling isn’t necessarily the first luxury watch you buy, but it’s a watch that every serious collector needs and wants to have.

Follow the author on Twitter and Instagram @alex_y_vergara

 

Philippine Daily Inquirer
October 9th, 2015