The Breitling Watch Source Forums

one of the subjects we had been discussing is when Breitling started to use the script logo on dials.
the 1942 catalog shows the watches without branded dials, but many watches we see from the late 1930s or very early 1940s do carry the branding.

just found a 1939 (so the seller claims and I see little reason to distrust this) UK ad for a Breitling Premier 777, with Breitling and what seems to be "Premier" branding on the dial:

Interesting.

I think like so many things with Breitling we have to assume that these changes were phased in over several years with inconsistencies even within models - just look at late 50s / early 60s 806s, but this is very early for a Breitling Premier dial.

yes, quite early and a bit surprising. seller claims "Published Date 1939 from a General Trade Catalogue ".

It's a bit tricky to spot an exact date, since the catalog and advertising record shows that around 1937-1939 dials might be marked block "Montbrillant", script "Breitling", or nothing at all. I use "The Book" as a fairly reliable dating of ads and catalogs (hence, the 1942 one I think you're referring to is dated more likely 1939/40), trusting that Breitling's documents are likely dated more correctly than Richter's and others. [That might be because Caspari is listed as a collaborator on "The Book".]

So, using "The Book" as a reference, I observe script "Breitling" appearing on a dial first in an ad dated to 1937 and then more often, but not always, thereafter. I don't know the year when script "Breitling" appeared on all dials, but I'm guessing around 1942 or later, when the three-minute lines also were added to the minute registers. Someone should check my work to see if they get the same result.

Added later in the day: As to the attractive ad you attached, I think it must be from 1945 or after. If "Premier" is on the dial, I find that it was first used only in 1945 and barely made it into an introductory page of the 1946 catalog. The three-minute marks on in the minute register are also consistent with a post-1942 watch dial.