Interesting points.
If you strip away the hype over longevity of brands, you are ‘reasonably’ left with heritage. Shocking word really, as that can mean different things to different people. To me it’s fairly simple on the ‘Since 1884’ statement.
Obviously, Leon, Gaston & Willy are no longer with us, so there is no physical link back to 1884, and nothing can be gained by sprooking 1884 or any other date, as far as I can see. What there is though I believe (and this is a side bar issue that most would not recognise), is a rich back catalogue of watch types and models with the manufacturing know how to put them together. Making a good watch is not rocket science, but at least Breitling have made a few firsts in their time and they know exactly how to make a decent timepiece, what it should consist of and how it should appear to maximise the enjoyment of potential customers, and provide reliable and trouble free operation. You can always use documents and prototypes that are laying around your facility to feed your next model ambitions. So referring to the past is important, but only up to a point.
Celebrating a milestone is a little different, so not to confuse it with the makers start date, as any watch that is a 25, 50, 75 or 100 year remake is always going to be interesting. However;
Knowing the manufacturing side a little, as I do, is why ‘Since 1884’ never really appealed to me. I knew from day 1 it was the exclusivity other brands tout as well, and it’s a thing in your branding grab bag that might win over those who care about such things. I do not. You can use all you have learned in the past and make that statement, but if you don’t push the boundaries out (as you go) then you can’t be in the forefront of watch design or manufacture. Relying on this type of positioning statement draws you into the possible impression that you still do things the way you always have done. Proud tradition, Master Craftsman of a bygone era, etc. That would be a mistake, I think. You could also say that to be still in business (even if through some rocky times) you must be doing something right, or that how you make watches is an established tradition and 'it works'. It depends on your point of view if either of these concepts are relivent, or if there is something quite different going on here.
So, if you are going to make a statement on the longevity of your brand, you need to refer to it, but only briefly and not prominently. Breitling to their credit, do this subtly and it’s never overbearing. Perhaps they are thinking along similar lines to me. I don't refer to it much and its of little consequence to me. But, thats just me.
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