The Breitling Watch Source Forums

Spoke to my AD today and he told me that many ADs are taking a "wait and see" on the new models because many ADs who carry a number of brands are not thrilled with the direction that Breitling is going - they just don't see the kind of mass appeal that they did in the past. Also - most of the new releases are not limited in production - so if the demand is there and customers are clamoring for the watches, ADs will order them and Breitling will crank them out as fast as they can.

In his opinion, outside of small ADs who rely heavily upon Breitling sales, many ADs who carry multiple brands just aren't jumping in head first.

I've been dealing with this guy for over 10 years and he's one of the largest luxury watch dealers in Chicago (if not the largest) - so I'm picking up what he's laying down - it sounds about right.

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

Aren't Breitling ADs contractually required to purchase a minimum number of pieces and have a set number of watches in stock?

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

I believe some dealers (especially large, high volume dealers) don't have to "follow the rules" despite what Breitling "requires" of its ADs.

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

something tells me that the designs of yester-year will be showing up in the near future. its no secret that most of us are not fans of whats happening. and lets be honest guys im sure we are not the only ones. sure we are a small amount on here that like to chop it up about watches but im sure there are others who are just regular consumers that are not fans.

Except this - does Breitling or the Swiss watch industry really care about "our" market? Hasn't the supposition all along been they are going after the booming Asian market?

Indulge my speculative waxing, but it almost feels like Breitling gave the NA and EU markets a couple bones chew on and the meat to Asia. The Chinese are buying watches nearly as fast as Big Macs from what I hear.

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SHARKMAN

i have no idea as to what they are buying in china in terms of swiss watches, but what i can say is as a person who is chinese im not a fan! ok in all seriousness...most asian people are not large by any stretch of the imagination and most of the breitlings I have seen are 42mm and up this would look pretty retarded on the average asian persons wrist. maybe they are buying up the watches, but if they were spending on big name watches IMO Breitling doesnt seem to fit the bill. I can see them buying into PP, Rolex and AP.

edit - most asian people are very into FACE and how others percieve what they own. This is another reason I think that Breitling would be low on their list.

From what I have read, Adrian, big watches are all the rage in the Chinese market. And Breitling is relying heavily on sales there. buuuuut, all I know is what I've read. However if admin would like to take up a collection to send me to China to conduct empirical research, I would be willing to make the sacrifice.

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SHARKMAN

LOL Tom if you need an interpreter Im your man. I have been brushing up on my chinese via Rosetta Stone.

I could see Breitling relying on sales there but im really curious to know how the new wealth in China views Breitling. Everytime I speak with my parents friends they dont even consider buying a Breitling. It always seems to be Rolex or PP. Those 2 brands to them mean youre rich and you have made it. These are not my beliefs just what has been expressed in previous conversations from my parents friends.

I guess only time will tell, but i do think that (and im not sure why) that we will see the Breitling that we all love in the not so far future....or at least i hope

This may have been posted previously but it's a good read about where watch exports are going.

http://www.watchtime.com/2011/02/swiss- ... y-in-2010/

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

Pretty sure that's the source I read, but reading it again - Holy Mackeral! Were I the head of Breitling, pleasing NA and EU would be pretty low on my 5 year business plan.

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SHARKMAN

very interesting read Serge. I wonder what exactly they mean when they said "Hong Kong, a leading re-export center...." Are they they sales point and distributor for the rest of Asia??

and im still curious to know which brands are the real movers.

I'm guessing it isn't tremendously different than the US except the overall market is much larger. Older more established folks are buying the real high end brands and the kiddies are buying MY BREITLINGS!!!

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SHARKMAN

so you think ratio wise compared against the north american demographic its similar or on par.

i wonder if the growth and consumption has to do with new AD's being setup in China and them buying inventory directly from BSA and it just sitting there as new stock.

1. The new models are selling like the old models, just to another type of customer. You can hardly sell a new Superocean or Transocean to the typical Breitling customer. But for example, we just sold a Tranocean Chrono to a man, who already decided on a Portofino Chrono, it was simply the better (looking) watch.

2. ADs can always choose not to buy. But every time, You do that, there is a "negative emotion". Customers will urge the AD to buy the products anyway if they are not too special or too way off. As average prices are rising, Breitling has to reduce the number of dealers over the years, as not every dealer can cope with the price increase. When having the choice, which dealer to eliminate, the agent (or brand manager) will decide as well on hardfacts, like sales figures, positioning, discounting, grey market activity, which other brands are in the store, but also on a lot of softfacts, like how they like the owners, the quality of decoration, if the AD participates in coop advertising, and if the AD had "negative emotions" before. As Breitling is one of the few prestige brands, an AD can make money with (besides Rolex, Patek, Omega, IWC, Jaeger and maybe Bulgari), it can really hurt, to be the one, who is loosing it, while Your competitors sales increase.

BG
Thomas

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http://www.ellert.at

Traded in my BlackBird today with my trusted local AD....he said China is buying up everything and that's partially to blame for the price increases - the dollar is so weak. He also said he sees very little interest in the new Breitling models from US buyers and that overseas tourists are buying the majority of his luxury brands.....and during the middle of our conversation, as if they were on cue, a family from China came in with a list of about a dozen watches they were going to purchase to make his point.

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