The Breitling Watch Source Forums

There are two recent articles (May 24 and 28, 2016) here from Forbes magazine: http://www.forbes.com/sites/christinenegroni/2016/05/28/breitling-watches-demonstrates-trump-like-view-of-women/#5cf51e055943 and http://www.forbes.com/sites/christinenegroni/2016/05/24/women-pilots-say-breitling-watch-company-behind-the-times/#52ae3eca4759.

I think the author's point that it's better to promote real-life female aviators instead of female "eye candy" dressed up as aviators is 100% right. Breitling needs to know its market has changed. Whatever justification for presenting images from the middle of the last century, the market will not care about the company's historic ties to aviation if it uses outdated, sexist stereotypes. I'm not making apologies for the political correctness movement - but again, Breitling needs to move to where its market is. There is no doubt that "sex sells" and marketing campaigns of all sorts use it subtly all the time. Partly in their defence, if you look at most of Breitling's media advertising, you don't see the images highlighted at the start of the Forbes articles splashed all over TV & magazines, and very little on breitling.com. However, for the opening of the new NYC location, they could have found a better way to promote a great brand, ie. successful women who own Breitling watches.



dams-r-us

I fully support your view and Breitling has made some steps toward that goal:

World champion Aude Lemordant flies under Breitling colors

https://www.breitling.com/en/news/detai ... olors-2622

http://www.fai.org/fai-world-air-games/ ... -lemordant

But scantily clad women get more media attention obviously...

BTW saw her flying at Frecce Tricolori 55th anniversary

https://www.youtube.com/watch?v=1FJP6xmksYk

This aspect of Breitling's publicity is toe-curlingly awful and I am glad to see those critical articles, which might make them think again.

afraid it will not.
tools for misogynists ?
awful it is.