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Old 30 September 2021, 11:00 AM   #1
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Breitling new models

Is it just me or does Breitling seem to be flooding the market with new releases this year? The Top Time; Datora; duograph; super chronomat collection; endurance Ironman; superocean pastel collection; the top time corvette/cobra/mustang collection; and now the American Airlines Navitimer.

Not sure what their marketing strategy is.
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Old 30 September 2021, 12:16 PM   #2
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Probably the late push to boost revenue before selling the company to another buyer (which was rumored in the press)

Overall they’ve done very well the past 4 years. Mostly successful releases. The AA navitimer is cheesy, but the rest on that list are cool
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Old 1 October 2021, 10:34 PM   #3
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A lot of brands that aren't Rolex, but are priced similarly, have moved to this strategy to keep buyers engaged. IWC, Panerai, Omega all have released watches outside their annual showing. I think part of the reason we have seen more from Breitling lately is due to the fact that they are in the middle of a renaissance and are shifting their lineup to lean more heavily on heritage designs.

Look at what we have seen over the past several years... The SuperOcean Heritage had has extreme success for the brand. Navitimers are fitted with B01 movements and transition back to contrasting dial/subdial layouts to indicate the difference. The wings logo is dropped in favor of the classic "B" on their heritage designs. Breitling ends its relationship with Bentley (which produced some of the most overpolished and oversized designs). The Chronomat is completely redesigned in the same heritage "blueprint." Breitling introduces new models in the Premier line with the Duograph and Datora which are absolute stunners.

Look for Breitling to continue to cut some of the modern edge and lean more heavily on their hybrid modern/heritage designs. The fastest way to do this and change brand direction is to release new models and not wait a year to do so. I think the brand is firing on all cylinders. It's still far from perfect and there are releases which deserve fair criticism, but overall, from where the brand was 7-8 years ago; it's night and day.
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