The Breitling Watch Source Forums

...even if it's wrong.

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"Leave the gun, take the cannoli."

Thanks for a level-headed reply. I put on a hemlet and a flak jacket after I posted And I guess my post was kind of tounge in cheek as well...

Now I appreciate the concerns of members here that have been following the brand a lot longer than me. However, I've taken a keen interest in the history and evolution of this brand and I have to slightly, respectfully, disagree on the percieved departure from brand heritage.

Take the chronomat. The first model labeled as a chronomat bears little resemblance to the current line, the Evo line or the line before that. It has continuously been changed and updated since it's inception. So if the much beloved rider tabs are gone for good, it will have been the same for those who liked having a slide rule before that was removed from this model.

The navitimer, on the other hand, is the same. The current models are instantly recognizable in terms of both features and design as the original navitimer.

Interestingly, the current line of superoceans bear a greater resemblance to the originals than the previous ones with their black bezel/dial and start contrasted layout. Not that they are the same, but they have very similar basic design elements.


And as for the direction of the brand, I don't realy think that is evident in the current lineup. Maybe in a few years we'll really see where the brand is headed.

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"Either this man is dead or my watch has stopped!"
- Groucho Marx

Just wait and see. I'm willing to be patient for the brand I love.

Hell, I was patient with BMW when Bangle destroyed the BMW image with his 5 and 7 series , why not with Breitling? And watches model-cycles are far shorter than car model-cycles.

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- This is Ghost Rider requesting a fly-by. - Negative Ghost Rider. The pattern is full.

I agree, the Navi line is stable. Evidently Breitling sees that as their iconic design that they'd better not mess with. And that's a good thing. I just wish that, for the sake of those who aren't huge Navi fans, Breitling had at least a certain amount of that same reverence for other models.

As for the direction, I'd say the "hints" of direction started with the B01 and SOII. With the new models and deletions, the transformation is very nearly complete, or at least more firmly rooted. The Evo, Blackbird and Cockpit are gone. In their place are B01/Galactic variants - this look is the range/line. That's not a direction so much as an arrival. Ditto with the SO line - the SOII hinted at the direction of the line, which has come to full fruition this year.

This thread has taken a strangely level headed turn.

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SHARKMAN

Well Damn! Where's Sergio?

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"Leave the gun, take the cannoli."

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- This is Ghost Rider requesting a fly-by. - Negative Ghost Rider. The pattern is full.

This is the analogy I was making in the other thread. When Bangle took over, BMW had the WORST looking cars in its history. For whatever reason, they still sold, but looking back on it it was only a bumo in the road as far as design goes. At the moment I think they have some of the nicest designs that theyve ever had. Hopefully Breitling is trying some new stuff and will adjust as necessary in the future.

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-RJ

Even if that's how it's going to happen, my concern about Breitling is that they seem to discontinue a lot of model names as well. It's not easy to build up a core collection (like how Rolex has the Submariner, GMT-Master, Daytona, Explorer) when you discontinue model names and introduce new model names. The Colt is now gone, so as the Cosmonaute and the Blackbird. The Navitimer and Montbrillant are kept, which is a good thing, and the Chronomat has been transformed with the Buck Rogers bezel. I think Breitling will eventually drop the Avenger range too, and introduce a new model name again -- most likely at next Basel. Are we all prepared to get the SO II in 48mm? Huuuuge arabic indexes here we come...

My biggest worry about Breitling's move is that it's too much of a revolution, and not gradual evolution like with other competitive brands. And with several models what they introduce as a revolutionary design shift does not introduce _any_ additional value at all. E.g. when Rolex introduced the Sub-C, they had a reason (besides just aesthetics) to change the bezel. They also added a much better bracelet and a very nice clasp too, improved the luminosity, and slightly improved the movement and the dial legibility as well. Now, let's see what the SO II brought to the table compared to the SO? Same bracelet, same clasp, same movement, better legibility, less functions, worse bezel. Besides aesthetics Breitling cannot provide any reasons to a SO owner to "upgrade" from a SO to a SO II, and that's a huge issue.

My other concern about Breitling is that they seem to offer less and less models in the sub-42mm range. Did you notice they discontinued one more women's model this year? (Colt Oceane) They also discontinued most of their 39..41mm models, e.g. the whole Colt range, Chrono Galactic, Navitimer, Cosmonaute -- although they introduced two new models at 41mm.

It's also a bit puzzling that now they seem to pull out models after only one year of life. The Chrono Galactic was discontinued this year, after only been introduced last year. Such moves don't really prove Breitling know what they're doing...

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Ingenieur - Speedmaster - Submariner

Amazingly, Bangle era BMWs sold very well but IMO only because technologically they were much more advanced (and still are, of course, even more so) than their competitors, in spite of the hideous design.

Comparatively, I do hope that Breitling will make available more in-house movements, even if, for the moment, the faces they're using are not what we would expect. But I believe they do have the capability and the technology available to do so.

As for models being discontinued, sure I will miss several, but a brand must go forward. They say that if a company does not make a step forward, it is taking a step back. And Breitling is making that step forward. We may not agree with the kind of step they're taking but I'm prepared to give them a chance and be patient enough to see where they're going.

But, like I did with BMW, that does not mean that I will buy a new Breitling during that time.

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- This is Ghost Rider requesting a fly-by. - Negative Ghost Rider. The pattern is full.

That's my position by default. Regardless of whether it's a direction, destination, bump in the road, or whatever, the fact is Breitling has now entered a phase where most of their current offerings are not watches I want to acquire. So, whether I'm patient or not, perforce I won't be acquiring any new Breitlings for the foreseeable future. That being said, if they do have what I would consider a return to form, and resume putting out watches I like, I'd be more than happy to welcome them back.

This pretty much says what I feel about the current state of affairs on this subject and is far better written than I could ever hope to do. I would also add that the Transocean, in my opinion, is a welcome addition to the Breitling line.
I have no immediate intentions of buying a Breitling or any other watch at this time as most of the makers are to far off my tastes or just too stuck in their past. Good thing I like what I have.
Oh, I voted a qualified #2
Best health, Frank

BINGO! I've been complaining about this for the past 18 months and have been chastised repeatedly for this opinion. When I look at competitive brands, it seems like there is actually a reason for the subtle changes....Breitling just seems to be throwing darts blindly trying to figure it out. Antiquated materials (rubber, REALLY? RUBBER is the "new" material for a bezel?) and a few colors thrown blindly on dials and hands?

Breitling is doing to its own watches what Cadillac did to its brand in the 80s - it's trying to appeal to people who don't know anything about the brand and abandoning its core audience and competency.

I'm not even considering buying a new model any longer and am glad I bought my BlackBird when I did. I'm looking at buying a vintage Breitling (pre-1970) and if Breitling continues its current course, I assume people will one day look at my BlackBird the same way they look at vintage Gruens and Elgins and only wonder "what if?"

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PAM359, Omega PO Big Size, 1951 Omega Seamaster, Rolex Sea Dweller

A shift back to the vintage pieces would send prices up... whoo hoo!

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"I don't got the bright watch I got the right watch" -Jay Z

I've thought for a long time that Breitling shifts too rapidly with their models, implementing radical modifications or wholesale discontinuations seemingly every year or so, rather than sensible, moderate changes over time. However, until recently, I still liked a number of the models they were coming out with, even if I missed the ones they were replacing. Thus, your pronouncement that Breitling was not a luxury brand seemed harsh. But now, I fear your comments may prove prophetic. Cimarron, anyone?

I feel the same way about my CSO. I don't know what brand my next watch will be, but if it's a Breitling, it will most likely be an older model - perhaps a pre-Evo Chronomat or Blackbird, or maybe a Headwind. Just thinking about those models already has me feeling wistful.