The Breitling Watch Source Forums

They should stop thinking about China!

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http://www.ellert.at

Agree. Who wants a Breitling in China

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"It is just a matter of time!"

Nothing wrong with that in principle. As a for-profit company, they should be trying to gain market share wherever they can. Other major brands do it (even the haute horlogerie brands), offering model groups that range from classic to contemporary, dressy to sporty.

We know Breitling has the ability to design and build distinctive, quality timepieces. What they don't appear to know is how to build a brand. The company seems sorely lacking in marketing savvy. They race willy-nilly across the product landscape, killing, adding and changing models with no apparent rhyme or reason. As others have said, there's no sense of a strategic "evolving" of the brand.

Clearly, based on comments here and on other forums, the newer models do appeal to some people. I'm sure they were researched and focus-grouped prior to release, and Breitling knew there was a market for them. That's fine. More power to them. But by abandoning (or making unrecognizable) iconic models and styles on which their past and current success was built, they risk sacrificing their existing customer base in pursuit of another. That won't gain market share, and running off loyal customers is simply not good business, in this or any other industry.

Funny thing is, building a strong brand isn't rocket science and there are plenty of successful examples to follow. So what could Breitling do better? Well, they could start by asking themselves a simple question before any marketing decision is made — "What would Rolex do?"

Oh, and one more thing — they could bring back the Headwind!

I think you make excellent points all the way around, and I am in full agreement with you. However, if we are to believe Breitling's VP, the company actually doesn't do market research. Instead, it follows the belief that if they design it, the customers will pony up the cash.

Very well put.

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Breanach78

A Few Breitlings.

I hadn't seen that post. Explains a lot, doesn't it? I guess the best response is to quote myself:

"The company seems sorely lacking in marketing savvy."

You'll get no argument from me.

We all (most of us rational people) complain about the majority of the last several years worth of designs, but my biggest complaint is their pricing increases. I know that all manufactors have price increases but Breitling are pricing a lot of their models on par with Rolex, Zenith and some VC and Panerai. Problem is that the others are designing and making in house movements for there pieces. A slight justification of the higher prices.

Breiling USED to be "Instruments for Professionals" but the average "professional" can't afford them any more!

On design, I think the world economy hurt their sales and recently they have taken the "throw it against the wall and hope something sticks" approach. None of the new designs rattle my cage. IF I would be buying another Brietling sometime soon, I would be looking at a big date Blackbird.

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Breitling Steelfish(black)
Breitling Steelfish(silver)
Panerai PAM 312
Bell & Ross BR03-92 Phantom
Steinhart BreitlingSource LE #5/15

Breitling has an in-house movement as well, and the models featuring that movement are the ones priced at Rolex levels. (The exception is the B4B line, none of which are in-house, and all of which are exceedingly expensive. That's nothing new, though.) I'm not saying Breitling's prices aren't ridiculous, but all Swiss watch prices have gotten ridiculous in the last few years. It seems to me that Breitling's prices wouldn't seem so outrageous in comparison if the brand had a well-grounded, established brand identity with styling that seemed at least somewhat worthy of the prices being asked. The Navi strikes me as the only line that really matches that description.

Pricing pricing pricing. 8750 euro for the TO 1461. Come on. . . I for one am priced out of that one

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Breanach78

A Few Breitlings.

hell, im 30 and im already starting to feel that "old"... lol

maybe its because of my age, but i really like the super avenger and hopefully will be my next watch. it actually fits, me so i dont feel to bad about it.. (8" wrist, 6'-3")

Well if you were to want an inhouse 1461 you'd be looking at a lot more, yes, the prices are artificially high, but you still can't compare a 4year calendar with a plain vanilla three hand.

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Cheers from Switzerland,

Fred

Not quite true according to latest Apple's latest sales results (maybe they weren't out). They really need to do something revolutionary with this October's new gen Iphone, as too many people are happy with the current gen ( and current gen -1). Shocking when you think of Apples overall success, but just shows what innovation and perseverance from mainly Samsung (but also HTC has achieved). It's that kind of innovation that breeds success.

For Breitling its a tougher nut to crack. I stayed with the brand mainly because after a while I decided that an automatic semi perpetual was the best I could afford, and then only Breitling made it available to lesser mortals.

Certainly living in the far east as I do now, I can see the gouging that all luxury brands are engaged in when catering for the wealthy Chinese - Hong Kong is obscene. I am sure this has skewed the design lines, after all clinging to a largely western air force heritage isn't going to score any points here. Big and brash is one way of dealing with it. As mentioned above hopefully after this initial market share grab is over things should settle down some.

I am also shocked at the prices being charged for Breitlings. I for one would not purchase new or even from a AD. There's very little accessibility to quality pieces in the current line up for me.

I like the flexibilty the BfB has brought to the range - and allowed the designers to try new things and establish a new market, but for me this is now past stale. They need to evolve that line into something less associated with Bently while still keeping the whole bespoke feel to the range. A start would be moving Bently off the dial and to the back of the case but still quite a challenge.

I personally like the the design of the evolution and the B01. All they really changed was the bezel and the location of the sub dials. Still looks very similar. I like their designs.

And the square in the middle of the dial, and the hands, and the batons, and the Roman numerals, and the subdial font, and the location of the date window, and the lugs, and the case edges between the lugs, and the end link design and clasp of the bracelet. Other than that, yeah...they really didn't change much.