The Breitling Watch Source Forums

If Breitling can't attract females to the brand without alienating men then what's the point.

What is lost here is that Breitling have started 2013 with a very nice watch, no rubber, no silly colours, just a practical, attractive piece that is losing it's potential for gaining attention during SIHH because of inept and misguided positioning.

The thing is, that apart from being slightly smaller than the rest of Breitling's current range, it just doesn't remotely look like a ladies watch IMO. Compare it to the Starliner, which was a ladies watch through and through, and I just can't see where the "feminine" marketing angle comes from. Very odd.

But as I said before, marketing issues aside, I think it's a great looking watch. A bit bigger and I'd have been lusting after one myself.

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Driver8

Site Moderator

Breitling probably sell enough watches to men so a deliberate focus on Le Femme is where they are going. I agree with Roff though, that if the marketing strategy is losing visibility of the watch then thats a pity. But its got us talking about it for all the right and wrong reasons, so somehting is working.

Full marks to Breitling for having the confidence and taste to market this one to females despite the PC.

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Jim

"You have Control".

I showed some pictures of the watch to my wife last night. I asked her if there was anything "feminine" about it. She said, "Absolutely not, that's a man's watch." I told her it was a smaller version of a man's watch designed for ladies. She said, "I'd never wear that in a million years."

I'm sure we're all shocked by this revelation.

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Chronomat 01- Sierra Silver/Steel
Navitimer 01- Limited Edition #1337/2000

I wouldn't mind the stigma of a watch name if I like the product. This new TO looks very nice but I wouldn't go for an ETA sandwich, knowing the B01 is in da house. A 30 mm movement fits in any case from 36-38 mm upwards. (see those beautiful Valjoux 72 and related movements vintage chronos...

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Chronomat 41 BEB, Steelfish Chrono BEB, 2x Grand Premier, Chrono Cockpit 39 mm, Aerospace Avantage 79362
IWC 3706, 3705, 376706, 371928
Sinn 103 plexy
For sale: Sinn 356 II, Porsche Design Titan Chrono Valjoux
Wanted: Breitling Blackbird 13353 on bracelet

To each is own, my wife wears an "Aerospace"! I find this TO ok, but I would not label it! and I would certainly expect a B01 in it!

Cheers
Brez

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Cheers
Brez

Aerospace
Airwolf CF-18 Limited Edition
TrancOcean Chronograph LE (mercury silver dial, brown croc, folding clasp)

I like the picture with the TO Chrono 38 on the ladies wrist.

But all together I have to admit, that Breitling has some slight discrepancies at the moment.

They produce sensational watches and they have excelent marketing measures. But somehow they don't fit perfectly together.
Killing the TOC 38 for men's use by declaring it as a ladies watch is not the first blooper.
For example David Beckham is a perfect testimonial for Breitling, but not at all fitting for the Unitime. If they had advertised him with a Chronomat 01 or a Super Avenger it would have been perfect. But the Unitime does not appeal to the same range of people, who like Beckham. Sorry.

BG
Thomas

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http://www.ellert.at

A very good point Thomas.

We know that a few years back Breitling proudly announced that they didn't conduct market research because they had in house marketing expertise which led to a number of comments here about the arrogance of thinking that they could dictate the market and now we seem to be seeing the folly of that approach. It's one thing for us to sit here and criticise them, but for someone who has been selling watches as long as you have to make the point will hopefully cause them to sit up and take notice - I am sure that they are hearing the message from other ADs.

Very nice. I reckon Breitling will mine a rich seam for years to come with the Transocean range and similar 'retro' derivatives. My most favourite Breitling over the last 40 years has always been a 'poor mans' model - the 815. I'd happily wear the Transocean 38 on my 8" wrist.

I doubt it. The whole watch industry has changed. Breitling is one of the more flexible watch producers and sometimes even listening to the market, but the tendency goes to a onedirectional flow of information. This concernes specially the big companies, like the Swatchgroup or the Richmontgroup. At the moment there is the situation, that the retailer may not criticise any of the watchbrands decision. If the retailer does, he will allmost allways hear the following answer: "It seems, that You don't support our brand enough, maybe we should think about ending our mutual engagement." I have heared that sentence at least thrice (for americans: three times ) last year! And it can really hurt, when it can cost You one of Your topsellers, not counting the follow-up damage, as other brands might react to a changement in the brandportfolio...

Even the brand representatives are afraid of giving negative feedback to their head offices, as they are too easily replaced. It is a little bit like brainwashing. Now You can say, that's only in the big conglomerates. But just think, how employees in the watch business are moving in the industry, You have all the brainwashed people all over the industry. An average marketing assistant for example will move on to another company every three years. Otherwise he will not make good money. You see all the same people in different watch companies again. And they learn in every position. But sorry, most of them only learn, what they are tought from the head offices, not from the market.

I know, a few brandowners, like Mr. Schneider or Mr. Bernheim (RW) also try to listen to the market. But that usually only happens, when You can "avoid the chain of command". Most agents are too afraid to loose the brand if they don't allways agree. That's what they have learned from their competitiors.

BG
Thomas

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http://www.ellert.at

I know what you mean. But I personally would turn it down, and even write to Breitling to tell them I really liked it, but can't buy it because I'm the wrong sex, so I have to find a different make of watch. Rolex got the same stick when after 50 years of making the DJ as a men's watch, it decided it was fit only for girls.

Thankfully for those who like a bit of sportiness but don't want their watches to look like they came off the cover of Men's Health, there are still plenty of 39-42mm watches out there. All in the used market, so cheaper, too .

Apparently I must be getting in touch with my feminine side. I might at least check it out. I actually tried on a recent vintage tapestry dial t/t Rolex DJ and liked it--a lot. My wife would never wear anything over 30 mm and she actually pointed out to me that she thought a DJ fit me fine, and that most of my watches were too big. Still I think 40-41 is a sweet spot.
Sent from my ADR6425LVW using Tapatalk 2

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Scott

AP Royal Oak 15400, silver
Zenith Chronomaster El Primero Classic Cars
Vintage gold Corum
Rolex DJ 36 TT, oyster dial, oyster/smooth
Baume & Mercier Riviera 200m, silver dial/aquamarine bezel
Breitling Superocean 57, rose/stainless

Agree 100%. My AD rep emailed me the day after this thread hit with a pic of the TO38, thinking I might be interested. I emailed her back the link to this thread. Evidently that same day the BUSA rep was at the AD and SHE was wearing the TO38. My AD rep told me she wouldn't wear that watch in a million years and it looked ridiculous on the BUSA rep.

I still think Breitling will lose many times the amount of potential sales to men for each sale to a woman, as has been previously suggested. Nevertheless, it's something I will check out anyway. Price will be an issue. As will the fact it does not have a proper bracelet, so I would be limited to a strap - never like being limited.

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SHARKMAN

Very nice! To me, this is a nice midsize piece for men or women. The fact that Breitling chooses to make the ridiculous statement that it's specially for women would not deter me in the least. I really like the smaller size watches.

Funny, the different marketing strategies by various companies. The Omega Seamaster Aqua Terra at 38.5mm is considered by them to be a mens midsize watch, as is the Seamaster Pro 300M Diver at 36.5mm.

Now, if only they would come out with the non-chronograph version in 38mm, I might even get back into Breitlings. I always loved the look of the Transocean, but not at that size.

You never know, I guess.

Cheers,
Carl

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'63 Omega Seamaster, 2014 Omega Speedmaster MarkII

"Those who possess a sense of entitlement are seldom satisfied"

So true, and I was thinking this yesterday when looking at Omegas (through a window). I quite like the new Speedmaster Racing, which has some fairly macho marketing around it, and it's 40mm.

http://www.omegawatches.com/spirit/base ... ter-racing

As an aside I must have recalibrated my sense of size, wearing a Breitling (Aerospace, previously Colt), because despite having small wrists I actually thought the Speedie Racing looked too small and the strap too thin, though I didn't get to try it on.

It's been suggested before I think that it's a strategy to get a bigger share of the booming Asian market.