The Breitling Watch Source Forums

If it works, that's actually not a bad idea. I'm still not sure I like what it does to the brand image, but if these are their real motives, I think it's good Breitling is doing something to help out dealers, rather than just leaving them holding the bag.

As you say, we shall see.

I must be honest, when I first read this I thought that it's yet another peculiar thing for Breitling to do, because I immediately assumed it was just another brand-cheapening exercise to get Breitling "out to the masses". In other words I saw it as a more official "fill-in" between AD's and the likes of Costco and at the far end, grey marketers.

However, if this is part of a strategy to prevent AD's from being lumbered with old stock that they, by necessity, have to periodically dump onto the grey market, then this outlet concept has to be a good thing. If Breitling plan to make it harder for pieces to reach the grey market, while also clamping down on excessive discounting, then that is definitely going to improve brand image and may actually start to justify some of the crazy prices being asked.

I think we need to realise that Breitling never will be another Patek or JLC : Breitling are resolutely upper-mid range, and there is nothing wrong with that at all. (What I personally don't want to see them descend to is lower-end Invicta-bothering territory). I think the outlet concept could work quite well for, IF it's combined with supporting AD's with removing old stock from their shelves, and policing them in terms of discounting. Higher end clothing brands like RL, Hugo Boss, Paul Smith, etc, operate just fine under the outlet concept, so there's no reason this model wouldn't transpose just fine to watches.

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Driver8

Site Moderator

Interesting idea, although an odd location to select for your first 'outlet'. We all know that the vast majority of grey market pieces are originally sourced from outside of North America so I'm not sure how this helps North American ADs, especially close to the outlet.

I think Driver is on top something there. Brooks brothers regularly sells their dress shirts in upwards of $75 all day long. And they do very well and so do their outlets who sell their shirts for about half. But is comparing watches to clothing a fair comparison? Not sure but I hope they open an outlet in Philly so I can check it out.

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"I don't own any watches, I just lease them"

Brooks Brothers and other clothing outlet stores make a lower quality line specifically for the outlet stores. You're not getting a deal because the outlet shirt is inferior to the standard Brooks Brothers shirt. It even has a different name. In the past, outlet stores used to carry stock from a past season or with some type of imperfection on it but it was still the "real deal". It's not the case anymore.

It'd be like Breitling selling the new Chronomats 01 watches with ETA movemnts or hollow center links. They'll be selling the same watch you could have purchased from an AD a few seasons back.

As a consumer, I liked the old strategy better. I liked seeing "close out" models at the AD at 35% - 40% off. As Fear pointed out, it wasn't such a good deal for the ADs though.

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Regards,

Peter

BREITLING for Bentley Motors T & Mark VI, Aerospace
ROLEX Submariner Ceramic116610LN
OMEGA Plantet Ocean 8500 42mm Orange arabics
OCEAN7 LM-3

Zenith had the right approach with lines that don't sell - buy them back from ADs. If you tie a designer's performance bonus to the number of returns in their models you might actually get fewer models that need to be shifted in the grey market or outlets.

Of course if Breitling set realistic sales targets for ADs and didn't over saturate certain markets the same thing could be achieved!

Is it really lower quality or are they creating a perception of lower quality to maintain traffic into their standard stores. I have shirts from both and the cotton or polyester or whatever the hell they use is exactly the same. Both wrinkle free and comfy as can be. One sleeve is 35 inches and the other is 32 but I don't mind looking like a clown.

I like the Breitling outlet idea and I hope they open one by your house Pete at the outlet mall, Paul would love that!

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"I don't own any watches, I just lease them"

Serg, I have to be honest and say that I'm not sure I'd notice a difference myself but it has been written about extensively that the outlet stores sell lines lower in quality. For example, it may have single stitching compared to double or cheaper buttons. After reading so many articles about it, I'd just rather buy at the Regular store during a sale instead to the outlet.

I'd love to see a Breitling locally also!!

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Regards,

Peter

BREITLING for Bentley Motors T & Mark VI, Aerospace
ROLEX Submariner Ceramic116610LN
OMEGA Plantet Ocean 8500 42mm Orange arabics
OCEAN7 LM-3

Great to hear from you, FEAR. We haven't heard from you as much lately.

At the end of the the day, a dumping ground for Flying B's and Galactics (be honest) is just that. As pointed out earlier, Zenith screwed up and they acknowledged that fact. Breitling seems to be so far out of touch anymore that I believe they are beyond help from themselves. It is time to clean house in management and get a fresh perspective. The brand has lost it's direction and as we see in new releases, continues hammer-down in the same direction. Someone at the top thinks things are going well.

Breitling can limit discounting all they want but, they need to make a comparable product. You want to sell me a Navi 01 around $7k on a strap? I'll buy a JLC Memovox, or an IWC Port, or an Omega AT...you get the idea. The competition has them pegged in every direction.

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Steelfish GMT LE (white)

Not all the time. We have a huge outlet center about 90 minutes from here with the likes or Armani, Boss, Versace, Saks etc, and its all legitimate stuff.

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-RJ

Although I get the idea, I don't think this store will make profits. I've been to Woodbury a few times before, and in general, I think people who go there are looking to get bargains on name brand leftover stuff and spend in the hundreds range, not thousands. It will succeed, however, in cheapening the brand...Guy wearing a Rolex Sub..."hey, nice watch..where'd you get that?....Woodbury Commons? Lol!"

Whether this issue is to anyone's likeness or not ebay is the biggest Boutique, Gray Market, or Secondary Market there is. Having a specialized Breilting "outlet" will not change or challenge the existing market dynamics for a product outlet. It will, without a doubt, change the relationship existing with Jewelry stores that cater to the pre-owned market. However, ebay already have done so. Truth be told, I would not hesitate purchasing a watch from ebay - given that latest efforts by ebay and paypal buyers protection assurances are in place. I have been watching ebay for sometime now and have seen good watches like the Navitimer and the Montbrilliant go for $3,000 to $3,500 with all papers and original packaging. The same watch at a Jeweler who specializes on Pre-owned watches will go for as much as $4,000 - $5,000 for the same product and not always with papers at hand. There are way too many watches on the market to be concerned about of cheapening the brand even further. If anything, the secondary market will help stabilize the pricing for some watches and in turn will help reduce the entrance of the high price counterfeit. Of course, assuming that the buyer exercise due diligence.

Woodbury is a high-end outlet mall with luxury stores. I bought a YSL handbag there a few years ago at the YSL outlet. I think Breitling will do well there. I don't think it cheapens the brand any more than it cheapens a brand like YSL.

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"If man could be crossed with the cat, it would improve the man, but it would deteriorate the cat." Mark Twain

I think it will still cheapen the brand. Why don't you see LV at Woodbury then? Why don't you see Omega or Rolex there? I think it sounds bad that you can buy them at an outlet mall. JMHO.

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18k Rolex Datejust / Breitling Crosswind Special / Patek SS Nautilus / Bvlgari Diagono Chrono / Bvlgari Scuba / Omega Speedmaster Professional / 60s Omega Constellation

LV, no. TagHeuer, yes. The included link shows TH under accessories & jewelry.
Image aside, if there's percentage in doing it, why not? Nothing is sacred anymore.

http://www.premiumoutlets.com/outlets/s ... g.asp?id=7