The Breitling Watch Source Forums

First - Im not really wedded to any specific Breitling logo, I kind of like them all BUT I do love watching the discussion around the logo. Its a really interesting little social experiment. Hereas my view on whats going on

1. I think it would be fair to say that most seem to prefer the winged B over pretty much anything else. Its the logo in place since the 1980's when most people came to know Breitling - its 'their' logo.
2. If I've got my Breitling history right that appears to be a Schneider Era logo, rather than a historic Breitling family logo an interesting thing - the logo most people associate with Breitling today is the logo introduced when the family Breitling dissolved.
3. George Kern is trying to stretch Breitling beyond what he saw as the self imposed limitations of particularly the later end of the Schneider Era and I feel like the winged B is bearing the brunt of that - being carefully removed from collections management want connected with the Breitling Family - Navitimer/Chronomat/Premier etc and being retained only on the collections clearly more 'contemporary'; Superocean, Professional, Avenger.
4. This is a little 'messy' - for example the Chronomat is a family era collection but the current version is riffing on the Schneider period design but gets the family era logo. OTOH the Super Ocean is also a family era collection but the heritage line gets the family B and the new version gets the Schneider wings.
5. In the end this is not so much about any individual watch or its specific historic design but rather who is Breitling, what parts of its history are foundational and what is at its core.

I think time will tell where this finally settles although my money will be on the family B slowly becoming the norm. Breitling has a 138 yr history - the wings were the logo for 37 of those, the B the logo for 101 (and counting). Since the reintroduction of the family era B the company has been on a roll, although some pre-existing fans are unhappy with the changes the really old (like me and Fred - sorry Fred), the really young and most new to the brand are really excited.

I'm part of the winged B logo crew. The new redesign has been hard to accept.

Think about how the rest of us B-people felt when those wings showed up! And the B on the end of the chrono sweep. Ugh.

We survived somehow though.

hahaha well now i can definitely emphatize with them!


I don't quite follow this part. Do you have a picture?

Yeah, that anchor doesn't belong there IMHO

Interesting to note - since I posted the first of this thread the new SuperOcean has been released and another Winged B has bitten the dust.

We are now down to two - the avenger and the professional.

Given the strong hints from Fred regarding the professional line and 2023 my bet is the current Avenger isn't long for this world.

just where they belong


no, the Avenger (and the Professional) are there to stay.

I like the winged B personally.

Hey Fred - thanks for chiming in. Perhaps I should have been clearer - I don't imagine the Avenger and Professional lines will be cut all together - rather looking at the lines that have received overhauls and the logo replacement they are clearly the standouts and I think the current watches/design in those lines are up for change.

That said your post is intriguing regarding the logo and it would make a kind of sense:

1. The avenger and professional lines are the only ones that are 'purely' schneider era - those watches and watches that look like them have only (to my memory) ever had the winged B.
2. Also, while I and everyone else talks of the "winged B" there is an anchor there as well and the avenger is sold and air/sea/ground so perhaps that logo best represents those two lines.

in light of the work done elsewhere in the catalog re sizing and colours will be fascinating to see what Breitling does here - Im a huge fan of the small, colourful, casual feel but even I wonder is a lime green/white/gold 36mm avenger might be a step to far.

The winged B logo is the best, I won't purchase one with the new logo.

well the avenger and professional lines will always be there for you it seems.