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good or bad 2010 basel?
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Author:  boogiebot [ Tue Mar 23, 2010 2:47 pm ]
Post subject:  good or bad 2010 basel?
now that all the models are out for Breitling as shown in 2010 basel convention. Whats the verdict??? good or bad??

IMO i think that breitling missed the target on some of these watches. things like the galactic replacing the cockpit. to me looks like the same watch just different bezel. the B4B supersport looks really cool but not enough of a serious change to warrant running out to put an order in. So for the SO looks to be the best bet in terms of bang for the buck.

Thoughts??
Author:  Roffensian [ Tue Mar 23, 2010 3:10 pm ]
Post subject:  Re: good or bad 2010 basel?
I think it's been said in many of the threads already - seriously bad if we want to summarize - but of course that's only my opinion.

The comments from Breitling themselves about appealing to a younger audience and not doing any market research because they expect their fans to follow their direction is a terrible thing to say in my opinion.

Breitling have spent most of the last 10 years expanding their Aeromarine range which were intended to bring people into the brand - and they have been very successful in doing that, but they need to recognise that those buyers are now maturing and looking for something more. As a whole watch buyers - especially repeat buyers are also becoming more sophisticated and want more substance with their style, to ignore them and still focus on the youth market is short sighted in the extreme in my opinion. I recognise that it's a generalisation, but it's true - as a group younger buyers don't have the same disposable income as more mature buyers (before a 20 something year old points out how much disposable income they have please note that I said "as a group"), so to deliberately take your brand down market (a la Tag) to make them more accessible to younger buyers is a very dangerous game.

In terms of not doing market research and expecting people to stay loyal - that is arrogant in the extreme and bluntly, if that's what Breitling really believes, then they don't deserve my money.
Author:  Kodiak [ Tue Mar 23, 2010 4:12 pm ]
Post subject:  Re: good or bad 2010 basel?
Obviously wasn't good as far as BS forum members were concerned.

I think Breitling just got overly conservative this year, probably due to the economy and possibly due to internal finances. It's almost like they said - let's lay down a "bunt single" (new SO) this year and come out with some "extra bases" hits next year (if we can be so lucky). Sorry for the baseball analogy, but Joe Mauer just re-signed with the Twins, LOL! They may be just trying to get by this year without much effort and hoping for sales to rebound with the economy.(?)

I agree with Roff on the statements from Breitling regarding the attitude "no market research" and the "Breitling customer will follow" (my quotes), seems quite arrogant. I was surprised to see a company executive say that.
:shock:
Author:  geralder [ Tue Mar 23, 2010 5:13 pm ]
Post subject:  Re: good or bad 2010 basel?
Well Roff, the image may be more towards the younger crowd, but the price tag is still towards the mature crowd :D
Author:  Shadow87 [ Tue Mar 23, 2010 6:55 pm ]
Post subject:  Re: good or bad 2010 basel?
Can't wait for the new Superocean... I want a black one... and a red one... and a yellow one... urgh... :lingsrock:
Author:  Tunnel Ling [ Tue Mar 23, 2010 10:03 pm ]
Post subject:  Re: good or bad 2010 basel?
Roffensian wrote:
I think it's been said in many of the threads already - seriously bad if we want to summarize - but of course that's only my opinion.

The comments from Breitling themselves about appealing to a younger audience and not doing any market research because they expect their fans to follow their direction is a terrible thing to say in my opinion.

Breitling have spent most of the last 10 years expanding their Aeromarine range which were intended to bring people into the brand - and they have been very successful in doing that, but they need to recognise that those buyers are now maturing and looking for something more. As a whole watch buyers - especially repeat buyers are also becoming more sophisticated and want more substance with their style, to ignore them and still focus on the youth market is short sighted in the extreme in my opinion. I recognise that it's a generalisation, but it's true - as a group younger buyers don't have the same disposable income as more mature buyers (before a 20 something year old points out how much disposable income they have please note that I said "as a group"), so to deliberately take your brand down market (a la Tag) to make them more accessible to younger buyers is a very dangerous game.

In terms of not doing market research and expecting people to stay loyal - that is arrogant in the extreme and bluntly, if that's what Breitling really believes, then they don't deserve my money.



Yes, I think that Breitling could use a new marketing consultant. I have been a fan for a long time, but now....many lings later...my eye wanders....
Author:  Sharkmouth [ Wed Mar 24, 2010 1:48 am ]
Post subject:  Re: good or bad 2010 basel?
Quote:
The comments from Breitling themselves about appealing to a younger audience and not doing any market research because they expect their fans to follow their direction
Where was that statement made Roff?
Author:  Carlos [ Wed Mar 24, 2010 3:23 am ]
Post subject:  Re: good or bad 2010 basel?
Hmmm,

I have seen some more photos on timezone…I quite like what is on offer in the Bentley range, and whilst not to my taste, consider the addition of the blacksteel finish to some models to be a shrewd move.

I too await the 45mm Navi with the B01 calibre – the lack of a new in-house offering is a real disappointment, and seems odd given what we think we know regarding the ETA situation.

I’ll stick my neck out and defend the comment concerning Breitling’s expectation that fans will follow their direction. It’s arrogantly worded, but the premise is correct for any watch brand (or indeed, any fashion related enterprise). Indeed, good on them for “not doing any market research”, which I’m sure isn’t true BTW.

At the end of the day, if they are to remain vibrant, they need to do whatever it is they need to do. Breitling have an extraordinary range of watches – so the minor tweaks are a valid way to hit just the right note with various consumers. If that note is a purple ringed Superocean, I don’t get it either – but to be frank, non-chrono Breitlings have always seemed kinda goofy to me anyway.
Author:  Willows [ Wed Mar 24, 2010 4:41 am ]
Post subject:  Re: good or bad 2010 basel?
Sharkmouth wrote:
Quote:
The comments from Breitling themselves about appealing to a younger audience and not doing any market research because they expect their fans to follow their direction
Where was that statement made Roff?


http://media.messe.ch/epaper/BASELWORLD ... h.html#/2/

Page 2, top left.
Author:  Sharkmouth [ Wed Mar 24, 2010 6:11 am ]
Post subject:  Re: good or bad 2010 basel?
Thanks for the link. The quote in full...

Quote:
BWDN: And how much freedom do the designers have? Are there directives from market research?
Girardin (Breitling VP): No, we don’t conduct any market research. We believe that Breitling is strong enough for an independent product development and that our customers will follow the brand.
A further advantage is the small design team. Everything that bears the Breitling name is created there: including posters and films. This enables us to maintain a clear line and have no problems with the corporate identity.
And as far as watch design is concerned the team has freedom of operation as long as the aesthetic appeal remains clearly in the foreground. Only when the work of the team is complete, the creations are forwarded to the technical department for implementation.


And to think I used to spend weeks and weeks with focus groups over the design of a 30p can of pop (soda)! I should have just scamped an idea out myself, given it to the platemakers and all the teenagers would "follow the brand". :roll:

That is an unbelievably dangerous strategy for any business to have, particularly one in the fashion industry (in the broadest sense). Stating the obvious, the more a business understands about it's customers, the more likely it is to succeed with them. I think statements like this typifies the problem inherent in old family businesses - "We know best." It's a good thing he hasn't got a bunch of shareholders to answer to.
Author:  aleister [ Thu Mar 25, 2010 4:54 am ]
Post subject:  Re: good or bad 2010 basel?
And to further dissect what Girardin said, I'm not completely sure it's so great to have their "small design team". The way their new releases have been for a while, the design team would have needed some more input and ideas from the rest of the world.
Author:  BroncoSport [ Thu Mar 25, 2010 6:44 am ]
Post subject:  Re: good or bad 2010 basel?
and G_d forbid they spend anytime on BreitlingSource, TZ or WUS and read the feedback fromteh die hard Breitling fans and PURCHASERS. I for one dont care if the brand appeals to the younger crowd. "Instruments for Professionals" used to mean a very distinc functional, yet fashionable watch. Thier move further away from this mindset will only polarize their base customers. You know the ones (like us) who own several Breiltings and not the young hip hop wannabe who MIGHT only buy one Breitling (and then have 114 shotty diamonds embedded into the watch).

Sorry Breitling, but your move away from the tried and true designs and appeasing your LOYAL customers is not doing the brand service. I have eagerly awaited Basel each year and for the last several years you only offer disappointment and more reasons to stray to another brand for my next watch(s).

And while I'm ranting....... You create your own caliber and dont offer a new model that includes it or a variation of it????? HUH??? What was the point of creating the movement if your not going to use it. The Chronomat B01 is most likely NOT blowing the doors off your sales records (of course that isnt from the movements sake.... ) try changing the hideous bezel and see what happens to your sales... heck you could call it a B02 for all I care. Point being, this new Galactic line of Buck Rogers font bezels is terrible and I reject all of those models and will NEVER buy one. ....not that you care.. :(
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