The Breitling Watch Source Forums

Got the June edition of WatchTime in the mail yesterday. Right near the front is a double page Breitling ad. Background is all black and that is all there is on 90+% of the pages. On the left page is a picture of the B01 and the words "The best chronograph movement in the world." On the right hand page, aside from the Breitling logo in the corner all it has are the words "End of discussion."

Aside from the fact that I think that it's a disastrous ad and lousy use of a two page spread, how on earth can Breitling seriously make that claim? So much for truth in advertising. I love my B01, but the best chronograph in the world - not even in the top 100.

no the Top 100 chrono movement - that might be a bit harsh, Roff ?

but totally agree the ad "copy" is pure bull

Well let's look at it objectively:

Column wheel chrono - that's a good thing on the whole, but hardly uncommon or innovative
60 hour power reserve - no better than average for in house
Instant date change - not really relevant to a chrono, but a good thing for sure, not really enough to elevate it to the best of the best though

What else is there? A few production innovations that are geared more around cost savings and volume production more than they are a quality movement - would you rather have a B01 that is partly assembly line processed or a completely hand assembled piece?

Then there are the many reported warranty issues..... The 5 year warranty is a positive, and I would have had no issues with 'the best backed chronograph movement in the world', but the warranty doesn't reflect on the movement itself.

Sounds like the marketing team is just as delusional as the design team. That's a terrible marketing idea, 'end of discussion'? At least list a few features and benefits of the B01. That's just stupid marketing.

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

was referring to the 100, Roff, not even sure there are currently 100 different chrono calibers in production, not including variations ?

would say the B01 is among the decent mass produced movements, maybe scratching at the Top 10 ?

but "the best" is quite a ridiculous claim. Fiat, the best car in the world.

Well, that settles the "top end" dispute then, end of discussion.

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"It is just a matter of time!"

Quick and dirty cell phone pic of the ad.

from an advertising pov actually not such a bad idea, as the magazine ads will all display watches in luxurious settings,
hard to differentiate your product, so doing something "different" makes it stand out - but the claim should be a
bit more realistic.

It's not a bad ad really, got people talking....

As far as the claim, I think it has to be close to top 10, if not in it depending how you are judging. I'm far from a movement expert, but even in my movement guide, I can't find near 100 movements that are better. Also, without knowing their criteria of evaluation, it's hard to deny their claim....

Best Breitling chronograph, in the world!!! End of discussion!

Yes, but how many of the ultra high end, very limited production movements are in that guide?

Breitling isn't putting any caveats on their claim - they are putting themselves up for comparison with every other chronograph caliber.

A valid point, you are right. There are some very high end calibers in very limited production runs I had not considered. I was more thinking serial production.

I suppose there should be a little asterisk after it quantifying their claim.

They've been making this claim for quite a while now. They have absolutely no hard data to back it up. In fact, given all the issues that we've seen just on this board, I'd say the data says just the opposite. The movement is pretty junky by my standards. The only positive thing I have to say is that it keeps very consistent time.

I'm with Roff. I don't think the B01 makes the top 100 at this stage . . . and it's absolutely NOT in the top 10.

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Chronomat 01- Sierra Silver/Steel
Navitimer 01- Limited Edition #1337/2000

I have no idea where the 01 rates versus all of the other chronograph calibres in the world though I find it difficult to believe that it isn't top 100. But let's not come down too hard on Breitling for this -- it's standard operating procedure in advertising. Is Budweiser really the "King of Beers?" Are the new Cheerios really new and improved? Does only your hairdresser really know for sure? Who knows? Ads contain "questionable" claims and always have. I love my TOC but I'm not going to believe that it's the world's best chronograph movement just because the manufacturer tells me so and I doubt very many other people will either. But if it makes them think about that movement and about Breitling then the ad has done its job.

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David
Je suis désole pour mon mauvais français.

Zenith Pilot Big Date; IWC Vintage Collection Aquatimer; IWC Portuguese 7-day

The "King of Beers" is slightly more abstract than saying "best beer in the whole world," but your point is well taken. I understand it's just a marketing exercise, but it irritates the hell out of me nonetheless.

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Chronomat 01- Sierra Silver/Steel
Navitimer 01- Limited Edition #1337/2000

You're right, though in this case I think "King" is intended to imply best. I suspect that if necessary the AB lawyers would defend the claim by saying it means best-selling (or meant, I'm not sure that it is still the best selling beer in the world, but I digress). I imagine that it irritates you (and others) because you are passionate about watches -- nothing wrong with that.

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David
Je suis désole pour mon mauvais français.

Zenith Pilot Big Date; IWC Vintage Collection Aquatimer; IWC Portuguese 7-day