The Breitling Watch Source Forums

What would you do?

No poll because I don't want to restrict thoughts, but imagine that you were put in charge of Breitling for just one day. You would have time to make one (and only one for those of you who have problems following instructions ) major decision.

What would it be - bring back an old model? Kill off a new one? Change pricing strategy? Change design trends? Sell the company to one of the big guys to get more investment? Change target markets? Change the brand positioning? Something else?

Try and make it reasonable (ish) - dropping prices to $100 may make you popular here, but it's hardly a good strategy for the company!

as there's "only one major decision" to make in that day: sell the company

I would keep the Navi, Tranocean and Avenger range as they are.
There would be serious considerations to put ceramic bezels on the Superocean and the heritage range.
I would certainly change the "arrow hands" on the SOH or at least give an option for straight set of hands. I love the SOH but hate the arrow hands (not only the SOH but also the the Omega POs :-:-)
Last but not least, I would dump the whole Bentley line.
It just does not do anything for me.

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"It is just a matter of time!"

Authorize a Bretlingsource special edition.

Acknowledge the price increases were purely artificial and modify the pricing structure so the Avenger 2 at its current price of about $6,000 doesn't look like a "great price!"

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SHARKMAN

Product streamlining - too many models. I'd focus more on the core lines and use more advanced materials (ceramics, high grade titanium, etc). No more Blacksteel! No more rubber bezels!

Just out of interest, what would you do, Roff?

It would be impossible to achieve my strategic goal in one day but lets just assume I work lightning fast. I would begin a search for a new design team to change the direction of the company's design strategy.

BTW, good thread. This is one that will keep me coming back to read the responses.

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

End the thread right here, it can't get better than that!

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

Bring back a vintage line with watches reminiscent of their predecessor's Hey Day. Unitime 1260, pult and pultre bullhead etc., but they may not have the know how to create a work of art!!!

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"A man with one watch knows what time it is; a man with two watches is never quite sure."

Marketing, positioning. I'd revamp this department after asking the question why we are unable to attract customers despite making some of the most stylish chronographs and functional timepieces in the respective ranges.

I don't know their financial situation, but not having a larger company backing them might factor in to their slowness in adapting more innovative technologies and materials. They might have tapped out a large portion of their R&D budget with their 01 movement and due to sales not booming they might be treading water a bit. I love the idea of the brand being independent, but a larger financial backing would probably put them on the track that many people want including experimenting with other materials, etc. I think a sale might be the best thing for them.

Appoint myself for a longer period

I think that the priorities are to rationalize the SKUs and build consistency in the design. If the money isn't there then selling out has to be considered to allow investment.

The BSLE shouldn't need to go to the CEO, it should be obvious enough for a middle manager to approve

Great thread topic! Hard to chose just one idea.

I would:

1. Discontinue the use of white stitching and use rubberized back sides in the leather and croco straps.
2. Offer a satin finish option on every model.
3. Put display backs in every mechanical watch with a depth rating of 500M or less and lower the WR rating if necessary.
4. Kill off the popular but garish Breiting for Bentley line.
5. Ceramic SuperOcean bezels.
6. No more men's Diamondworks watches.
7. Cut brand ambassadors Travolta and Beckham loose.

Some of these decisions are terrible business plans, but I think the brand would be collectively better as a result of them.

Bring back the Steelfish



This would have been the second thing I'd do.

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Justin
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