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At Geneva Watch Days, Brands Fret About Fate of Suppliers
An industry temperature check in Geneva showed executives concerned about component suppliers as the polarisation of the Swiss watchmaking sector deepens.
Luxury Watchmakers Say Gen-Z Buying Trends Call for Bold Changes
The luxury watch industry needs bigger, bolder innovation and ideas to lure new customers as it hits the limits of its well-worn strategy of boosting revenue with ever-pricier offerings.
How to Bring Back a Beloved Watchmaker: The Resurrection of Universal Genève
Breitling CEO Georges Kern wanted to add more to his company’s offering to satisfy its private equity ownership. So he dug into history to find one of the watch collecting community’s favourite lost brands.
Watch Brands Are Piling Into Pricey Sports Deals. Are They Worth It?
Watchmakers ranging from Omega, Breitling, Rolex and TAG Heuer to indie label Norqain are investing millions in blockbuster sports deals but success is not guaranteed.
How Watchmakers Are Dealing With Soaring Gold Prices
As gold tops $4,600 per ounce, executives including Breitling CEO Georges Kern are bracing for a hit to margins. Solutions range from seeking new materials to raising prices or postponing gold purchases.
In Geneva, Luxury Watch Leaders Brace for US Tariffs Impact
Chief executives said they planned to raise prices while cutting margins.
Inside Breitling’s Big Bet on the NFL
An estimated $30 million tie-up with American football gives the Swiss watchmaker access to the US’ most-watched sport—which is seeking to expand internationally and enhance its cultural cachet.
Can Breitling Revitalise Watchmaking’s Troubled Middle Market?
The Swiss brand revealed a new collection fronted by Austin Butler and priced from $5,600 — considered a competitive price point for watches with in-house mechanical movements — as well as relaunching the Gallet brand with watches to be priced from $3,300. The moves defy the industry’s recent focus on top-end launches.
Where Breitling’s CEO Is Placing His Bets
Georges Kern talks to BoF about the state of the Swiss watch sector, next steps for the Breitling brand and why brands hiking prices without product upgrades will suffer.
After Decades of Masculine Marketing, Breitling Tries Talking to Women
With a new campaign fronted by Charlize Theron, the watch brand is deepening its connection with a group it’s still relatively new to: female consumers.