The Breitling Watch Source Forums

Where does it say, that by taking a step into a brave new world of design, Breitling would turn their back on history. We´re talking about one model, not the whole range. I think their classics can still be bought. Those hasn´t dissapeared anywhere. Somebody wrote on another forum that he wasn´t excited so he´ll go for something in the current line up.

Allso since ETA is not selling their ebouches for long. I think there is no other way to go then start to spread the B01 around with different models. I´m ofcourse only guessing, but certainly they´ll stick to their guns and keep doing what they know best, classic and rugged tool watches. So a little atracting new blood there and keeping the old fans happy here.

This year is their 125th anniversary, it's the 40th anniversary of arguably one of the most iconic watches that they have ever produced - one get's as much recognition as the 10th anniversary of the return of the Chronomat (1984 - 1994), the other gets ignored.

They can build (supposedly) 50,000 in house movements a year and every single one has to go into a single contemporary model.

Ebauches will be unavailable after next year as you say - so what a perfect opportunity to produce not just a contemporary watch but a piece that celebrates some of all that history.

How about a Navitimer with a B01 - maybe give it a one year only rice bezel - they can still do that down the road, but why not now when the world is looking. Look back 7 years to the 50th anniversary - everyone remembers that piece, who remembers the lineup changes for the 51st anniversary?

I am a fortunate man - I can acquire pieces fairly regularly, so maybe it's more important to me than some others that there is something new to keep me with the brand each year.

That just hasn't happened in the last couple of years, and it seems worse this year after all of the expectations about what we were going to see carrying the B01. I wasn't expecting a single model with no LE options, maybe that's just my fault for having unrealistic expectations.

Personally, the new Chronomat is not my cup of tea. That being said, I can't fault a company for trying to appeal to a new audience. I certainly understand that a lot of folks here were quite anxious to see how Breitling would release the B01 and how they would celebrate their 125th. But would the rest of the watch world (ie those outside of the hardcore Breitling fans) have thought it was silly to put the B01 in a same-old, same-old, Breitling design? IMO, there are too many Breitlings that look too similar to each other. So, while I personally don't like the watch, I commend Breitling in some ways for trying something different.

And keep in mind - this is just one watch. Every company at some point or another has their "Cadillac Catera" or "New Coke" moment (apologies to fans of either). Then they realize the error of their ways, remember what made them great, and re-focus their attention on their loyal fan base.

So I for one am not giving up on Breitling. In the meantime, I continue to impatiently await the arrival of my Navi World from my pain-in-the-arse AD, and since I didn't like anything that they released at Basel 2009, I'll start saving my $$ for my next Breitling - a pre-Basel 2009 Skyracer with either a blue or slate-gray dial.

Others may turn their 2009 watch budgets over to other brands, but something tells me that you'll eventually come back home to Breitling.

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Breitling Colt GMT
Breitling Navitimer World
IWC Portuguese Automatic
Breitling Transocean Chronograph LE

My point is simply - why not do both?

Chronomat appeals to some, Navitimer appeals to some - we are all happy.

Roff - I agree with you wholeheartedly. It would have been nice if they did that.

But - remember, whether we like it not (and I don't), or whether we think it is right or wrong, we're are talking about money.

Breitling is just like every single other company - they're in business to make money. I can't possibly begin to fathom that the execs at Breitling made this decision in a complete vacuum without any market research whatsoever to support their decisions. They went with the watch that's going to reach the widest audience. Maybe the "die-hard" Breitling fan base is a lot smaller than we think (and shrinking) and not remotely big enough to keep up the sales that they need or want. While it may suck, or it may feel like you personally are being "betrayed," Breitling isn't making their business decisions based on what "Roff " or what members of "Breitling Source" like to see on their wrists or in their collections. They're making their decisions based on what they think is going to keep them in business for the next X number of years. It's quite possible that for every "Roff" they alienated, they have 20 new customers.

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Breitling Colt GMT
Breitling Navitimer World
IWC Portuguese Automatic
Breitling Transocean Chronograph LE

I agree - they are aren't stupid, but of course it isn't an exact science either. When I'm 65 or so I fully expect to be ignored, I'm not the target market, but at 37 I should be a prime market, and early in it too - it's the 40 - 55 year olds who generally have the most discretionary income, and therefore the usual target market for luxury goods.

Maybe I just am that far out of whack with the times, and of course I am more passionate about the subject than their normal customer.

I think part of it though is where Breitling is trying to brand themselves - I think they are consciously positioning themselves in a different part of the market to me - the success that they have had in market expansion in recent years is in large part in the Aeromarine type range that has a tendency to appeal to a more youthful market, so that's where they are going. I sure as heck won't be able to stop them (though it would be nice to be asked my opinion occasionally ).

I'll still be buying Breitlings, but they'll be older models in all likelihood and my new watch budget can go in a different direction - which isn't such a bad thing.

Or maybe there'll be more announcements before Basel is done and I'll change my tune completely.

Last Fall, my local AD had a dinner for their loyal Breitling customers, with the pres of BUSA (the owner of the AD and the pres of BUSA share a common friend - "celebrity chef" Ming Tsai, who hosted the event at one of his restaurants).

They mentioned that they hoped to hold a similar dinner or event this spring or summer. If it happens, it will certainly be interesting to hear the inside perspective on the direction that Breitling is going. I'm sure that by then there would have been considerable feedback on the 2009 line-up, and it will interesting to hear their take on it.

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Breitling Colt GMT
Breitling Navitimer World
IWC Portuguese Automatic
Breitling Transocean Chronograph LE

there are so many possible combinations of faces, bezels, colors and materials that i often find myself disliking at least 1 or 2 watches in every model line Breitling makes. however, there are some Breitlings that really do it for me. others still that are just sublime.

i am sure, in time, the new B01 will prove to be very popular, and for good reason. Just look at this B01 Two Tone. for my money, the roman numerals are magnificently worked. i love the old school horizontal orientation.



or maybe i will just get the new bezel try it on my current chronomat. not a B01 movement, but fine enough for me.

I feel almost bad admitting this after hearing how so many are disappointed with this new piece, but I like it.

I do value and respect the opinions of those who do not care for it either.

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- Nathan
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Breitling Avenger Skyland (Black)

Youre not alone. I like it a lot. In fact, the old chronomat is already looking dated, whereas just a couple of days ago I thought it still looked cutting edge.

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-RJ

Very well put, that would have meant evolution of design. And that's what I expect from a high-end brand folloing the same design guidelines for a long time. But what Breitling does with the new Chronomat is just some arbitrary random enhancement (I am talking mainly about this silly becel fonts). I just don't get it.

V.

I agree. NOW, the world is looking as sharp as it never did before and probably won't anymore for a very long time: Breitling launch their new inhouse caliber. And they put it in a randomly designed outfit. This is Tudor or Tag level (very well-respected middle mid-tier brands, I don't bash them), but not not upper mid-tier level like Breitling with product line designs, that are so well recognizable. I would have expected something more gradually, slowly developing, advancing... With the new design, they try to put it right for all, for the old and the new markets and customers. It's simply a me-too design.

But PLEASE don't overestimate my comments, I am just one of many...

V.

But that's the point, kstone: Look at Rolex, why are they so (economically) successful? Because they gradually, slowly, comprehensibly enhanced their designs (this is not the only reason for their success, but one important anyway). The bezel design of the Breitlings is the recognition value of the Breitling brand. Now, they trash this value in favor of a (for me) arbitrary looking bezel font. On the first glance, it's just not a Breitling anymore.

Of course, Breitling did spend thousands of dollars in market research activities and found out, that the new bezel will generate sales. BUT: Are they short-term or long-term thinking? Look at IWC, they do the same mistakes, they change their designs all the time (not all product lines, but some). IWC, at least have 6 or 7 lines, Breitling has fewer, so there's less room for variation.

V.

I know a few others asked a similar question but I still haven't heard a definitive answer ... Now the new B01 chronomat is out, what happens with the current chronomat model? Will they discontinue it? Will you be able to buy both for a year or two?