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Watches Breitling Unveils New Identity and Collection At Shanghai Roadshow

Breitling Unveils New Identity and Collection At Shanghai Roadshow

Breitling Unveils New Identity and Collection At Shanghai Roadshow
By Terence Lim
January 30, 2018
Under the leadership of CEO Georges Kern, Breitling introduced a new watch collection in the Navitimer 8 on January 29. Launched at a gala dinner in Shanghai as part of a global roadshow—Zurich and New York are its next stops—the watch is a marked departure from the traditional Breitling archetypes. Singapore Tatler Editor Terence Lim joins the party to find out more.
Miss Universe China Diana Xu and Breitling CEO Georges Kern
Miss Universe China Diana Xu and Breitling CEO Georges Kern

Since his appointment as CEO, Georges Kern has rolled out various initiatives to give Breitling a new identity. Its logo has been changed to an old version it used to employ. Its iconic wings have been "clipped" with the brand's initial written in cursive. It is understood from insider sources that the decision is taken to make the brand less masculine and more appealing to a wider crowd. The latest campaign's hashtag is #LegendaryFuture, which explains the brand's strategy clearly—it's taking parts of its rich heritage, making it relevant for the future consumers. 

(Related: Breitling Avenger Hurricane Party)

Singaporean singer and Gen.T Lister Nathan Hartono
Singaporean singer and Gen.T Lister Nathan Hartono
An old advertising of the Breitling Huit Aviation Department, which the new collection is based upon.
An old advertising of the Breitling Huit Aviation Department, which the new collection is based upon.
Watch collector Fred Mandelbaum and Kern
Watch collector Fred Mandelbaum and Kern

Breitling enlisted the help of watch enthusiast Fred Mandelbaum, who owns hundreds of vintage Breitling pieces, so that the new team could better understand the brand's history. Through the interaction, the team members found out more about the storied heritage the brand boasted—something that Breitling never really touched on in the past. 

Korean heart-throb Ji Sung
Korean heart-throb Ji Sung
Hong Kong actor-director Stephen Fung
Hong Kong actor-director Stephen Fung
The new Breitling Navitimer 8, whose name is a reference to "huit" (eight in French).
The new Breitling Navitimer 8, whose name is a reference to "huit" (eight in French).

Gone are Breitling's masculine, testoterone-laced and aviation-centric tickers. The Navitimer 8 is a classic, vintage-styled timepiece, which comes slimmer and smaller and in various versions. There are also plans to roll out watches for the ladies in the second half of the year. 

(Related: SIHH 2018: Day Four)

Tags

Watches Breitling Georges Kern Navitimer 8 Luxury Watches Men Watches sports watches #legendaryfuture

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