Breitling CEO Georges Kern chats with Joezer Mandagi about the brand’s presence beyond its products and how it affects real change through its sustainability efforts.
Throughout 2023, Breitling has unveiled an amazingly diverse array of timepieces, including a Ford Thunderbird model within its Top Time Classic Cars collection to a new 42 mm Classic AVI assortment honoring four legendary planes, new Navitimers in 36 and 32 mm sizes and— most recently—the new luxury Breitling Avenger replica watches. Beyond its novelties, however, Breitling has also continued to strengthen brand awareness through its iconic Squads and opened new boutique concepts interwoven with exciting F&B ideas. And on top of all that, the brand continues to lead the way in introducing sustainable business and production processes. To discover how AAA UK Breitling fake watches is creating real change across the board, we recently sat down with CEO Georges Kern for an intercontinental chat about the brand’s novel creations and the novel way it creates.
Before anything else, congratulations on the recent launch of the new cheap replica Breitling Avenger collection watches. What can you tell us about these new timepieces and what about them are you personally most excited about?
Georges Kern: First of all, it is a key line in our assortment. The best fake Breitling Avenger watches was always a very strong line and reflects the characteristics of the brand in terms of T being an outdoor brand, being sporty, being a pilot’s brand. As you know, we have three watch collections in the Air universe: We have the Classic AVI, the Navitimer and the Avenger. So, strategically and commercially, the Avenger is a very important line It has been updated with a redesign centered on sleek aviation detailing and wear-resistant materials. We have also aesthetically reworked and optimized the pushers, the crown and the lugs. The biggest step, of course, is the introduction of our Breitling Manufacture Caliber 01 movement in the Avenger chronographs. I think this is quite a change, but it is also, for me, a very beautiful evolution.
If we could revisit one of the earlier highlights of the year, we had the new Ford Thunderbird model joining the Top Time Classic Cars collection. How has this expanded lineup been doing?
GK: The Swiss movements replica Breitling Top Time, the Premier and the Superocean watches that we relaunched earlier this year and last year were basically new products. The Top Time was developed by Willy Breitling as younger execution of the Premier in the 1960s. And this partnership with these classic cars—Ford Mustang, Shelby Cobra, Ford Thunderbird and Chevrolet Corvette —is very cool and gives it a different angle which covers different markets than the Premier. The Premier is more about watchmaking, history, craftsmanship, while the Top Time has a different angle. It has been doing very well. We are, as you know, a generalist brand. If you were to compare it with, for instance, an automobile manufacturer: we offer SUVs, convertibles and limousines. I would say that the Premier is a coupé and the Top Time is a roadster.
Of course, the Breitling Squads have always piqued our interest, especially now that there’s an actual Indonesia Squad. On that note, the more established teams—such as the Aviation Pioneer Squad or the All Star Squad—all represent a specific field or discipline that relates closely to Breitling’s DNA. How do you envision the role and impact of region-based squads?
GK: We have one in China, for instance; we have one in Spain, we have several celebrities we work with in Germany. This is really to push local brand awareness and it’s about identifying with local celebrities. So, the objectives are different compared to the theme-oriented squads we have. We will have more local squads, not only in Indonesia and China, but all over the world. Even in the U.S. some of them are more known locally than internationally, to be honest. Take Chloe Kim, for instance. She’s very well known in the U.S. as a snowboarder, and she’s won several gold medals. But I don’t think she is as international as, say, Charlize Theron.
Another interesting aspect of the Breitling experience that we took note of is the brand’s boutiques. We definitely heard about the Breitling Townhouse Hannam in South Korea, there was the opening of the second Breitling Kitchen in Geneva earlier this year and the Breitling boutique in Indonesia with its industrial-loft concept also garnered a lot of attention. What is the overarching strategy that underlies 1:1 Breitling replica watches‘ physical retail outlets?
GK: I think it’s essential. For me the boutiques are probably the most important image building element of our brand besides the products. We now have more than 240 boutiques and will have, by the end of the fiscal year, roughly three hundred. And you see them all over the world. That visibility is of value and creates an image that you are part of the big players. The second thing is that many people prefer to get the whole experience and shop in a boutique because they have all the storytelling, they have all the products and they can dive into our brand universes. So, both in terms of image and in terms of turnover boutiques are an key element. And you’re right, it’s all about the experience; and that’s the reason why we introduced our food and beverage concept like we did in Korea or in Geneva. It adds to the image and to the storytelling. Today you cannot disconnect luxury. We compete with travel, with museums, obviously with fashion, cars—it’s all the same thing. Everybody now is going into F&B. It is the natural expansion of a boutique.
Not too long ago, Breitling issued its third annual sustainability mission report and we noticed how the Origins Label was at the top of the list of updates from the brand. Can you give us a brief primer on this initiative and why it’s so important for Breitling?
GK: So, I have a couple of beliefs. First of all, either as a person or as a corporation, we have to do the maximum we can in our sphere of influence, to be respectful to our planet and to the people. If you have a certain influence like top fake Breitling watches has, even if you’re a small company, you can engage yourself into, for instance, fighting plastics in the ocean. But the ultimate thing we need to do is to provide transparency of our supply chain to retailers to consumers. So, every Swiss made Breitling copy watches with an Origins label comes with its own NFT , a digital passport if you’d like, where the supply chain of the precious materials used in this watch is transparently documented. We started this with the 2024 wholesale replica Breitling Super Chronomat Automatic 38 Origins watches. Why? It is the first product where we introduced the better gold and better diamonds – artisanal and small-scale gold and lab-grown diamonds that are fully traceable to their source. The quality of lab-grown diamonds is the same, or even better, and the appearance is the same or even nicer than mined diamonds. And it has been very well received. We talk about the fact that we don’t use mined diamonds, we disclose the value chain and engage with and support the local communities. We know with how much energy and with what kind of energy a diamond was produced— renewable or non-renewable energy. We can provide the same transparency with gold. We buy the gold from what we call an artisanal and small-scale mine. We know that the communities are respected; the environment is respected and so on. With the watches bearing the Origins Label we can explain where the gold comes from, where the diamonds are coming from and how they’re produced, how large the carbon footprint is, etc. In future we will be able to offer full transparency to everybody in terms of sourcing. It’s a question of transparency and respect to the client.
When people think about sustainable practices for corporations, what usually comes to mind are petrochemicals, auto manufacturing and the like—not watchmaking. In your opinion, how much of an impact does the watchmaking industry’s sustainability have on a global scale?
GK: You’re absolutely right. As I said, we should do the maximum we can within our sphere of influence. And what is fundamentally our influence? Considering the customer base we have in the luxury industry we can be as influential as many other brands in other industries. Our influential clients can spread the word. We introduced, for instance, upcycled packaging, we have Econyl straps, which are crafted from maritime waste, including lost and discarded fishing nets, we engage—as I mentioned—in the best quality super clone Breitling Origins watches, we have these partnerships with foundations to fight plastics in the ocean, etc. This is something that our clients can leverage and talk about. So, it’s not Breitling’s impact; it’s the impact of our customers, who are proud to buy our products and who can say to the world: “Look what these guys can successfully do. I am supporting them.”