The Breitling Watch Source Forums

First of all Mke, those are two very different models and I wouldn't like to go into the differences because I do not want to hijack this thread



Maybe if they hired Breilting's chief of design Tom But may I remind you that BMW enthusiasts did have issues, with Bangle

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

Do I detect a whiff of irony there Roff?

Good post BTW, that pretty much hits the nail on the head for me too..... although I'm not quite so scaything of bezel font these days (but it definitely looks better on brushed watches).

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Driver8

Site Moderator

Tongue firmly in cheek when written, but seriously - perhaps Breitling truly is at the forefront of industry trends. I'm cynical about it, but more than willing to admit that they should know more about their markets than I do so that should allow them to make better decisions that I would.

Although I mostly agree with your post Roff, I think that brands, in general, come to a point where they fundamentally change their range of products. It can be in design or it can be in engineering or it can even be in taste (Coke). By doing so, they (may) alienate traditional aficionados of the brand (which the majority of us are around here). What is thought as a move ahead for the brand, it is considered by destruction of the image by traditional clients.

As I've said earlier in this thread, the same situation happened (among others) for BMW, it is now happening for Breitling. After the Bangle era, BMW is currently adopting a much more conservative design with its new 5 and 7 series. Nevertheless, that change isn't because the outcoming 5 and 7 series sold badly. On the contrary. So, I think that it will be interesting to see what Breitling will do in the future. The new models may sell well in Asia but if their traditional markets do very badly, that may shake them up. We know that they don't do any market research, so only numbers speak to them. Of course, if the Asian numbers are so good that they can permit them to ignore their traditional markets, then I guess we should really be worried and we can forget Breitling as we know/knew it.

Personally, I'm willing to give them some time to figure out where they're going. Hoping that they do know where they're going. In the meantime, one thing is sure, at least for me: the disappointment is huge after Bâle 2011, even if not all is negative.

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

Ahh, you missed my point or in all likelihood, I didn't clarify it well enough...the fact that I like some new models but not all, coupled with my preference for the older models (Navi and Chronomat) means that I am neutral. I believe they are shifting direction somewhat however I truly have no opinion whatsoever about the direction the brand is heading (wherever that may be). I have no doubt they're trying to increase market share. In this forum of Breilting enthusiasts, the overarching opinion is that the members don't like that direction, but we don't work for the company and don't necessarily have all market research to hand so who truly knows what that place is and when (or if) they'll get there. I agree that alienating the core customer base is not a smart move but then you're assuming that this forum represents the core customer base for Breitling. No doubt we are a core base but there will be others. I would think (but don't know) that they're probaby trying to do a little of both; retain old customers and source new.


Very true. I hope Breitling doesn't go on a rampage and discontinue all older models. That would see me change my opinion very quickly. But as I said earlier there are a couple of new models I would buy and definitely some older ones so for now I remain neutral.

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Happines is Good Health and a Bad Memory.
"Ingrid Bergman"

Hiya

I like a few of the new one's , but certainly not the prices

Makes it hard to justify many more to be honest. But I'll keep being drawn to the AD window each time I'm near.


D

Now from the AD-view:

Breitling sells app. 200.000 to 250.000 watches per year. Considering the fact, that there are many Breitling fanatics (like some on the forum here), You could say, the typical buyer is buying a new Breitling every 10 years, which would mean, that about 2 to 2,5 million people worldwide are wearing a Breitling. That is not very much, compared to Rolex or Omega.

On the other side, Breitling is appealing to a rather young coustomer group, mostly Dinks (Double Income, No Kids), who are not the traditional heirs (they rather go for Patek) or superrich (Breguet), but who work hard to earn their money. The lucky rich (earned their money in the casino or lottery) and the "red light group" tend to Rolex (at least here in Austria).

The main competitors for Breitling are still Rolex (although they rather target the younger generation), Panerai and IWC. On the lower price range, they have established quite some distance to TAG Heuer.

The manufacture theme was forced on Breitling by the Swatchgroup and was a must to stay independent. If Breitling had not invested in its own movements, they would already be a part of the Swatchgroup or LVMH today.

To successfully sell manufactur watches, Breitling had to upgrade the collection (What IWC still has to do...). They cannot grow anymore by increasing their production figures (as there aren't enough skilled workers and also not enough watchmaker schools to teach new ones available). So they have to grow by increacing quality, average sales price and taking over local distributors. For example France and Italy, where independant distributors where in charge, are now serviced by daughter companies. That makes it easier for Breitling to do longterm planning. Distributors have to look at their own profit first, not for the Brand.

Breitling does one thing nearly perfect: They create a look for the whole Brand (maybe except the Transocean), so everyone will recognize an actual Breitling watch. Of course, they have to stay on their "Evolution-road", as their main customer group is one of the fastest evolving. Breitling cannot sit back and do the same stuff over and over again (like Rolex or Omega in some parts, where the customers are quite conservative). They had to adapt to the markets, and are now almost in a position to guide the market. Many special design features from Breitling products are nowadays taken over by many other Luxurybrands. Designers from the whole world of watchproduction are already waiting, what Breitling will do next, so to get their own impetus.

I definitely like the new way, that Breitling is showing us, as well as in Design as well in Quality. I wished, there would be more watchcompanies as creative as Breitling....

BG
Thomas

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http://www.ellert.at

Very well said Thomas!

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Happines is Good Health and a Bad Memory.
"Ingrid Bergman"

Interesting perspective Thomas, than you.

As an AD I guess you are closest to seeing who the brand is now appealing to, and it does appear that the target demographic is changing and those of us that are getting further away from that 'youth movement' every year need to find a new brand(s) to get behind. C'est la vie.

Very informative post, Thomas. It does change my perspective somewhat, at least in terms of understanding what position Breitling is in, and what drives them to do what they do. Having said that, it doesn't change the fact that I just don't like the newest designs, and the designs I did like are gone. If their design direction is what they have to do to stay competitive (and I'm not convinced it is), then I guess those of us who are driven away by that direction are just collateral damage. It will be interesting to see if that holds true, or if Breitling is shooting themselves in the foot. Either way, I think Roff is right: those who aren't on board with the new direction will have to find a different brand to get behind.

I totally agree with that.

The views of our fellow 'AD' members on here are completely behind the new direction of the brand and the product in order to continue to move pieces, but unfortunately I cannot read too much into their opinions but do value their insight into how Breitling is thinking and operating.

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"I don't own any watches, I just lease them"

I am curious about something: given that Breitling allegedly does no market research, how can they (or their ADs) be so sure they know what they're doing, and that it will be successful?

Every company of this size does some sort of Market Research.

They are just moving away from us.

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Al

“Quis custodiet ipsos custodes"

Good points.

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-RJ

I'd really love to see some examples of such "design features" that were adopted by other brands.

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Ingenieur - Speedmaster - Submariner