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Breitling up for sale?
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Author:  VicLeChic [ Tue Nov 29, 2016 11:27 am ]
Post subject:  Breitling up for sale?
Hi guys, just stumbled across this piece of news:

https://www.******.com/articles/breit ... -bloomberg

If true, let's hope it helps our beloved brand navigate safely through the current storm hitting the Swiss watch industry.

All the best.
Author:  Hunterfate [ Tue Nov 29, 2016 1:00 pm ]
Post subject:  Re: Breitling up for sale?
Quote:
Breitling is in the preliminary stages of selling itself to a luxury conglomerate, according to a report on Bloomberg. One of the few family-owned watch companies of significant size left, Breitling has been in the hands of the Schneider family since 1979.

According to Rene Weber, an analyst at Bank Vontobel quoted in the Bloomberg story (and whom we interviewed earlier this year), Breitling’s 2015 revenue was about SFr370m, or US$364 million, accounting for about 5% of high-end Swiss watch sales.

The company built its images on pilot’s watches, recruiting John Travolta as an ambassador and even sponsoring its own aerobatics team. While prominent in the 1990s for its luxe pilot’s watches, Breitling has lost ground to the competition in the last decade, especially after its move upmarket with pricier watches featuring in-house movements like the most recent Chronomat 44. And earlier this year it introduced the Chronoworks, one of the most technically impressive watches of 2016, but priced at just under US$40,000.

Bloomberg’s report didn’t name the suitor, but Breitling’s focus on pilot’s watches would make Richemont an unlikely suitor, given its ownership of IWC and Panerai, which compete in a similar segment.

That would leave the Swatch Group, which is busy putting its own house in order, as well as the diversified luxury conglomerates, namely LVMH and Kering.

LVMH owns TAG Heuer, Hublot and Zenith, while Kering has Ulysse-Nardin and Girard Perregaux.


I hope Breitling jet team won't get hurt in the process.
Author:  Roffensian [ Tue Nov 29, 2016 1:16 pm ]
Post subject:  Re: Breitling up for sale?
I hope it is true. Independence is all well and good but it has significantly limited investment and Schneider is not the right leader for the future.
Author:  natesen [ Tue Nov 29, 2016 2:07 pm ]
Post subject:  Re: Breitling up for sale?
Agreed that it could be a good thing. They have tried their hand at going at it independently and as honorable and noble as that may be, some brands and companies in general are better off and can better succeed if they are taken over by a larger company with more capital to invest in the brand. There are efficiencies that can be gained by joining a larger conglomerate.

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Author:  elkeradly [ Wed Nov 30, 2016 1:15 am ]
Post subject:  Re: Breitling up for sale?
Schneider have to step down great name like Breitling must servive

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Author:  Driver8 [ Wed Nov 30, 2016 3:58 am ]
Post subject:  Re: Breitling up for sale?
Roffensian wrote:
I hope it is true. Independence is all well and good but it has significantly limited investment and Schneider is not the right leader for the future.

Agreed 100%. It's no secret that Breitling have totally lost me as a brand over recent years, so a change of ownership could be fantastic news. With some investment, some more cost effective innovation (i.e. Chronoworks, but less laughably priced), a few more restrained nods to their heritage in terms of design (and a few less Buck Rogers fonts), and this could be exactly the renaissance Breitling needs......if it happens.
Author:  wessa [ Wed Nov 30, 2016 9:17 am ]
Post subject:  Re: Breitling up for sale?
About time Hank the Cos got the bullet ;-)
Unfortunately this is probably not good news for Jet Team and the Wingwalkers.
As much as it certainly helps to position the brand and give it an element of uniqueness, I am not convinced that a big conglomerate will see it this way.
Ernie Schneider bought the brand for peanuts back in 1979 and practically resurrected it.
One could debate how much of Breitling in the past 30+years has been a real business versus a self funding fun hobby that also happened to pay a few family bills. There is a big emotional attachment there.
Ernie unfortunately passed away last year and the family is probably trying to cash out while the brand still has some value before it is too late and it is worth peanuts again.
A greedy corporate with more greedy shareholders will view it very differently so the nice things to have like Jet Teams and Wingwalkers will probably have to go, eventually.
Having said that, a luxury conglomerate's existing and competent PR, marketing and design machines could potentially elevate the brand to much higher levels without significant costs due to synergies.
Further synergies (and cost savings) include distribution channels, dealer partnerships, repair centers, etc.......
I am not convinced that it will make Breitling cheaper but it might become more recognized and respected by the consumer segment in comparison to the likes of Rolex and Omega.
Author:  Driver8 [ Thu Dec 01, 2016 2:55 am ]
Post subject:  Re: Breitling up for sale?
wessa wrote:
I am not convinced that it will make Breitling cheaper but it might become more recognized and respected by the consumer segment in comparison to the likes of Rolex and Omega.

Yes I'm sure a future buy-out won't make Breitlings any cheaper (unless any future owner decides to "reinvent" the brand as a new Invicta! :shock: ) but for me at least, making them cheaper isn't the most important thing. Personally I'd just like to see Breitling have a more cohesive overall design direction than they have recently, by perhaps drawing on their heritage a little more, and leaving all the DLC and wacky contrasting colours at the door. Plus if they want to be seen as being back up there with the likes of Omega, they need to ramp up the in-house development...... like producing a 3 hander, and doing a few more things with the B01 (adding modules, etc). To me at least, most of the recent "new releases" have been little more than a bit of DLC here, and an ETA movement there.

Of course it entirely depends on where the brand wants to be positioned, but IMHO it's now a way below Omega (where once they were peers) and also now struggles to look like decent value next to the likes of Tudor. Breitling already has a great heritage (if you omit the fact that it's a total different company to the original from 1884! :wink: ) and a well recognised and (for the most part) respected brand name/image, and that's the hardest thing of all for a brand to build, so the fact that that is already there is a great bonus. With some investment, some design talent and a little will, a buy-out could be great news.
Author:  Chronomat01LE [ Thu Dec 01, 2016 3:08 am ]
Post subject:  Re: Breitling up for sale?
I personally hope that they won't get sold actually even though they will get more funding because I enjoy the "exclusivity" of the "family business brand" that are getting less and less common now. I personally like their design direction because they have a wide variety of choices, from the modern to the traditional. If you want a modern icon, go for Chronomat 44/41, if you dislike Buck Rogers bezel, you can always go for the Airborne or Avengers series. If you want an all time classic but do not want something that looks generic, go for Navi. If you want just a simple classic looking piece, there is the Transocean or SOH. If you want a high tech quartz piece, there is the Emergency and B55, etc. If you want a luxurious look, there is the Bentley series. If you prefer something not often seen on people's wrist, you can go for Monbrillant. If you prefer something different other than a classic steel watch, there are black steel versions and now, Breitlight for you to choose from. Each has their own characteristics, and you won't see the same exact piece on other wrists so often, so to me they are such great pieces to own and keep. You don't have to like all of them, but it's not difficult to find yr dream piece or at least one or two that you like from the wide variety of choices.

The only part that I dislike is that they don't bother to make their models desirable. When B01 was introduced, the market was flooded with Chronomats not long after. It's so easy to get one until many ADs couldn't even get rid of their Chronomats and had to put them up on special sale from time to time. In their new releases this year, they introduced Chronoworks and Breitlight. These are innovations that they wished to capture the attention of consumers, but they did it hastily. There was no focus. Within a few mths after the launch, I walked into an AD asking to see the Hurricane. The AD took out 3 of them saying that they were pre ordered by customers. I was shocked that customers could get it so easily. 3 of them, already in the hands of an AD within such a short time!!!! Also they offer limited editions so often and in big quantities until most limited editions have worst resale values than the regular series. The ludicrous part is that they want to move the brand upscale with pricier price tags with such a "strategy".

Other than that, I thought their boutiques are the most impressive among all brands. I personally hope they remain family owned. I understand that many still cannot accept Breitling going pricier or trying to move upscale, especially those who have been with the brand for many years and already placed the brand in a " specific category". It's like I will never buy a Tag that costs 5 figure.
Author:  davidgt [ Thu Dec 01, 2016 8:19 am ]
Post subject:  Re: Breitling up for sale?
Hey Gents
Here's another great article

https://www.bloomberg.com/gadfly/articl ... watchmaker


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