Towards A Brand New Future
Man's World|June 2018

Breitling is in the midst of a radical transformation of its product, marketing and communications strategy under a dynamic new CEO

Towards A Brand New Future

George Kern is a man in a hurry. The former Head of Watchmaking, Marketing and Digital at Richemont, who took over as the CEO of Breitling last year after the brand was bought over by private equity group CVC Capital Partners, is in the middle of a significant restructuring effort at the brand.

Among the things that he has done in less than a year of being at the helm are paring down the brand’s extensive collection to focus on watches in the 3,500-8,000 Swiss francs category, shift away from brand’s recent over-emphasis on aviation and drop the aviation inspired wings from its famous B logo to go back to the simpler old logo. Moreover, he has led the refocus of the product strategy towards watches that are rooted in Breitling’s rich heritage from the 30s, 40s and 50s, and changed the direction of the advertising strategy towards something called a `squad’ concept (which involves creating three-person groups, called the squads) of brand ambassadors made up of famous men and women who are recognized masters in their respective professions. In this interview, Kern discussed the thought behind these changes and more.

Tell us about the rationale behind all the recent changes that you are bringing about at Breitling.

Breitling is a super-successful company and very profitable. The challenge for us is to bring it to the next level. It’s a privately owned company, run by very passionate people. Now we have new investors who want to make Breitling a global brand. For this, you need to adjust a couple of things in products, communication, etc.

この記事は Man's World の June 2018 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

この記事は Man's World の June 2018 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

MAN'S WORLDのその他の記事すべて表示
Rekha At 70 The Enduring Mystique
Man's World

Rekha At 70 The Enduring Mystique

More than a generation after she was last seen on screen, the mystique that she successfully wrapped herself in continues to serve her well in the public imagination. Her fleeting public appearances in dazzling silk sarees and makeup continue to beguile the camera in the same manner it did at the peak of her career

time-read
7 分  |
October 2024
iPhone Fatigue
Man's World

iPhone Fatigue

Do we really need an annual Apple flagship release?

time-read
5 分  |
October 2024
Men's Guide To Combat Premature Hair Loss
Man's World

Men's Guide To Combat Premature Hair Loss

Male pattern baldness hit men at an early age, at times in late 30s and early 40s. We asked the experts the reason behind it, treatments that can help, and factors to take care of

time-read
5 分  |
October 2024
SMRITI MANDHANA MAKES CRICKET LOOK EASY
Man's World

SMRITI MANDHANA MAKES CRICKET LOOK EASY

In conversation with Man's World for Hyundai Drive Within campaign, the stylish Indian batter talks about her craft, evolution, and her thoughts on women's cricket

time-read
6 分  |
October 2024
Pritam Hitting The High Note
Man's World

Pritam Hitting The High Note

A National Award for Brahmastra: Part One Shiva this year and songs that continue to clock millions of streams, Pritam Chakraborty proves why he's one of the most acclaimed Hindi Film music directors of our time

time-read
10 分  |
October 2024
JEMIMAH RODRIGUES IS HAVING THE TIME OF HER LIFE
Man's World

JEMIMAH RODRIGUES IS HAVING THE TIME OF HER LIFE

In conversation with Man's World as a part of Hyundai Drive Within campaign, Jemimah Rodrigues take us through the drive within her that inspires her to be the best in her business.

time-read
5 分  |
October 2024
SHAFALI VERMA IN A LEAGUE OF HER OWN
Man's World

SHAFALI VERMA IN A LEAGUE OF HER OWN

In conversation with Man's World India as a part of the Hyundai Drive Within campaign, Shafali Verma opens up about her historic double century, her fearless brand of cricket, and more

time-read
6 分  |
October 2024
Hands Onl Seiko Prospex 1965 Heritage Diver's Watch SPB455 100th Anniversary Edition
Man's World

Hands Onl Seiko Prospex 1965 Heritage Diver's Watch SPB455 100th Anniversary Edition

Seiko's 100th anniversary of the first watch to bear its name brought an exciting addition to its famed Prospex collection; a timepiece that pays homage to the brand's iconic history while embracing modern ideas of versatile wearability

time-read
2 分  |
October 2024
WATCHES ON THE WILD SIDE ATYPICAL CASE DESIGNS
Man's World

WATCHES ON THE WILD SIDE ATYPICAL CASE DESIGNS

Horology isn't just about precision. It's also about understanding the rules of perception-and sometimes, taking a sledgehammer to them

time-read
7 分  |
October 2024
Denim The Timeless Trendsetter
Man's World

Denim The Timeless Trendsetter

Crystal Henricksen, Head of Denim Design at GAP, shares with us what makes the fabric simple, versatile, and timeless

time-read
6 分  |
October 2024