As Breitling marks its 140-year legacy, the renowned luxury watchmaker is embarking on a unique venture by opening cafes in Saudi Arabia. This move signals a significant evolution in the brand’s strategy, merging its storied heritage with modern consumer experiences. Under the leadership of CEO Georges Kern, Breitling is not only celebrating its anniversary with a fresh collection but also redefining luxury in a way that resonates with today’s consumers. This article explores Breitling’s 140-year evolution and the innovative decision to launch F&B offerings in the Middle East.
Redefining Luxury through Innovation
The company is pursuing an ambitious growth strategy that harmonizes its rich history with a contemporary approach tailored for modern consumers. Central to this transformation is CEO Georges Kern, who has implemented a comprehensive plan to revamp the iconic Swiss watchmaker since he took the helm in 2017.
During an exclusive media event, Kern shared insights about the upcoming anniversary collection, significant expansion plans in Saudi Arabia, and the brand’s new foray into food and beverage with cafes and restaurants. With this blend of tradition and modernity, Breitling aims to establish a stronger emotional connection with customers, reinforcing its position in the luxury watch market.
Substance Over Superficiality
Kern emphasized the importance of substance in the brand’s image. “It’s not only a cool brand buy, but it has real substance,” he remarked, highlighting how Breitling aims to provide reassurance to consumers with every watch purchase. This ethos is reflected in the company’s core values, which Kern describes as “inclusive, casual, sustainable.” While sustainability may not be the immediate purchase driver, consumers increasingly expect brands to show environmental responsibility—a demand that Breitling is addressing through initiatives like blockchain-enabled supply chain transparency.
The Casualisation of Luxury
Another pivotal aspect of Breitling’s strategy is embracing the “casualisation of luxury.” Kern pointed out that the brand’s relaxed boutique environments and partnerships with non-traditional ambassadors, like surfers, signify a shift away from the conventional image often associated with luxury timepieces. “We never went into tennis or golf. We went into surfing,” Kern noted. This informal yet sophisticated approach is also evident in Breitling’s plans for physical retail expansion.
“Since 2017 we have been growing tremendously. We are now number nine according to the latest reports,” he shared. The brand aspires to increase its boutique network to 350 locations worldwide, but these will differ significantly from traditional watch shops. Kern explained that, although consumers are often drawn to online research, the actual purchasing experience still necessitates physical interaction.
Kern believes the introduction of cafes and restaurants serves as a strategic gateway, drawing potential buyers into the boutique experience. By enhancing the quality of food and beverages, Breitling aims to cultivate loyalty through its F&B offerings, ultimately sparking consumer interest in their watch collections.
Breitling’s entrance into F&B, which includes the rollout of Breitling Kitchens in key markets like Saudi Arabia and the UK, aims to foster immersive brand experiences rather than mere transactions. “It has to be impeccable. Whatever we do, we will have one restaurant in Saudi and one cafe, and the offering has to be great,” Kern stated.
A Legacy of Innovation
As Breitling celebrates its 140-year milestone, the brand continues to showcase a blend of heritage and forward-thinking innovation. Kern spoke proudly of the brand’s heritage and how functionality transcends mere craftsmanship. One standout example is the Breitling ‘Emergency’ watch, which is equipped with an emergency dial to alert military and emergency services in the vicinity, even credited with saving lives during critical situations.
With around 40,000 units sold, the ‘Emergency’ has proven invaluable to aviation professionals and rescuer teams. However, acquiring this unique timepiece isn’t straightforward; it requires extensive background checks and coordination with relevant authorities, underscoring its serious safety applications. Retail prices for the watch start at $16,200.
Kern’s philosophy acknowledges that while a brand can be too intrusive, Breitling is pursuing a “passive” strategy that fosters genuine connections with customers. He expressed pride in the boutique experience designed at various locations, including the Dubai Mall’s Fashion Avenue. “We have created an environment which is much more than that,” he added.
Celebrating 140 Years with a New Vision
To mark its 140-year anniversary, Breitling introduced three limited-edition timepieces and unveiled a pop-up museum in Zurich, celebrating the brand’s storied journey. Each limited-edition piece, including the Super Chronomat B19 44 Perpetual Calendar for the anniversary, retail at $59,000.
The Zurich museum features immersive displays inspired by Breitling’s connection to air, land, and sea, inviting visitors to explore interactive exhibits and rare vintage watches. As part of this exhibition, the museum also houses a Breitling cafe that offers a unique culinary experience with coffees and cocktails.
With a multifaceted growth strategy that emphasizes emotional connection, experiential retail, and community-driven initiatives, Breitling is setting the stage for a new era of expansion and relevance. “We have a style, we have identity, we have a look which is recognizable, and which reflects what society wants,” Kern concluded, heralding a bright future for a brand proud of its 140-year evolution and its foray into new territories.