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Georges Kern is a person on a mission. Ever since he took over the reins of Breitling in 2017, he has remodeled the model that was as soon as recognized for hard-nosed software watches into one which balances heritage, magnificence, efficiency and modern cool. After the profitable relaunches of three of the Flying B’s most iconic households — Chronomat, Superocean and Navitimer — and the addition of the Girl Premier, a brand new vary of watches designed just for girls, Georges, who was in India final week for the launch of Breitling’s first boutique in Mumbai spoke about Breitling’s evolution. On the playing cards is the plan to launch two new sister manufacturers — Gallet and Common Genève — beneath what he calls his “Home of Manufacturers”.
Georges Kern, CEO of Breitling
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Particular association
Excerpts from the interview:
Q: Do you plan to declare girl’s watch class with the Girl Premier?
Georges: A model’s essence doesn’t change. Some are naturally masculine, others female — Cartier is extra female, Breitling extra masculine, and maybe solely Rolex appeals to each genders in equal measure. However that doesn’t imply a masculine model can’t make watches for ladies. Fashions designed for ladies account for about 17% of our turnover; we expect that may attain 25%.
Over the previous few years, we now have constructed that phase step-by-step — first, sports activities items such because the Superocean and Chronomat vary for ladies, then the extra elegant Navitimer, and now the Girl Premier. You should do the appropriate factor on the proper second. Eight years in the past, Breitling’s picture was “huge, loud pilot watches”— like a Hummer. Immediately, we’re extra like an Aston Martin SUV: highly effective, however elegant. The Girl Premier completes our presence within the feminine phase with a refined, smaller-sized possibility that works fantastically in markets like India and Asia.
After the profitable relaunches of three of the Flying B’s most iconic households — Chronomat, Superocean and Navitimer — Breitling launches Girl Premier, a brand new vary of watches designed just for girls
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Q: Because you took over because the CEO, Breitling has turn into extra elegant and fewer about devices for professionals. What does that change imply for the model?
Georges: Transformations are all the time tough. We needed to transfer quick: refresh distribution, boutiques, promoting, and spotlight merchandise that embodied the brand new look.
The true breakthrough was the Chronomat. We launched it proper earlier than the pandemic, investing closely when everybody else paused. When markets reopened, demand exploded. The Chronomat — with its bullet bracelet — captured our modern-retro philosophy and confirmed folks that Breitling may very well be cool, elegant and versatile. Then got here the renaissance of the Navitimer.
Social media confirmed the shift. Different Swiss manufacturers might be conservative; our promoting, boutique design and even the Girl Premier movie present that we’re approachable and a little bit daring.
The sage-coloured Breitling Girl Premier
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Q: You’re increasing regardless of the tariffs and geopolitical turmoil. How do you maintain momentum?
Georges: We simply introduced a significant partnership with the The Nationwide Soccer League, an expert American soccer league in the USA, and for the primary time they’ve labored with a luxurious model. The U.S. gross sales are 25% of our turnover. To offset tariffs, we raised costs 4 p.c within the U.S. and two p.c elsewhere. I’m satisfied the tariff challenge will quickly normalise.
Europe is weak, however Latin America is powerful, as are components of the Center East. Japan cooled barely after an ideal 12 months, and India is rising quick. .
We recalibrate investments slightly than change technique: double down on the U.S. and India, sluggish in Europe.
Aubergine-coloured Girl Premier
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Q: You’re visiting India for a second consecutive 12 months. How do you see this market?
Georges:
We had three boutiques 18 months in the past; now we now have seven and plan 10. The limitation just isn’t demand however the lack of luxurious malls. Extra are coming, hopefully. Encouragingly, extra Indians are shopping for regionally slightly than in Dubai or London. What’s lacking is the total expertise: the Rue Saint-Honoré or Avenue Montaigne really feel. As soon as that retail infrastructure is prepared, each luxurious model will comply with.
In November, on the Dubai Watch Week, Breitlingwill current its Home of Manufacturers — three complementary marques: Gallet, Breitling and Common Genève
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Q: You’re reviving not one however two historic names. How will Gallet and Common Genève flank Breitling?
Georges: In November, on the Dubai Watch Week, we’ll current our Home of Manufacturers — three complementary marques. Galletwill cowl the CHF 2,500–4,500 vary. Breitling will stay our core, CHF 3,500–50,000 and Common Genève will begin round CHF 15,000 and go up. Gallet might be a sister model, clearly marked Manufactured by Breitling, however with its personal historical past and design. It was utilized by the Wright Brothers, worn by President Truman; it produced the primary GMT, the Flying Officer.
Once we aimed to reposition Breitling as a 100% manufacture model, we left behind entry-level items just like the Colt. Gallet fills that hole with authenticity and accessibility. Common Genève is a special story — if Gallet is sensible, Common is sensible. It occupies the high-luxury area, with a mean value close to CHF 30,000.
It’s about on a regular basis wearability and design, not problems. We’ll provide micro-rotor automatics and chronographs — as a result of individuals count on that at this degree — and a metal automated micro-rotor will begin round CHF 15,000. However the actual focus is aesthetic excellence and easy luxurious.
Revealed – November 06, 2025 12:42 pm IST
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