AVENGERS RE-ASSEMBLE

A quick chat with Breitling CEO, Georges Kern on the new Avenger collection, reveals big plans for the Brand in their 140th year of existence.

- DANIEL GOH

The Breitling Avenger is a name that we have not heard in quite a few years. The last mention of this collection was in 2019 and since then, the brand and its CEO Georges Kern, have been busy. Busy pushing through a global pandemic, busy expanding the selections within Breitling to appeal to more than just aviation enthusiasts, and now, after about four years, the Avenger collection has been relaunched bringing back a cult classic. But more than just a continuation of an old line, the new Avenger collection can be viewed as a chronicle of what Breitling has managed to achieve in the last few years.

Let's start at the beginning of Kern's journey with Breitling. When it was announced, after CVC acquired Breitling in 2017, that Kern would be the new CEO, we knew he already had a steep hill to climb. Here was a brand that had a deep history in the Swiss watchmaking industry, but had been plagued by issues including a confusing product lineup and too many SKUs. The one shining star for Breitling was the Navitimer and its roots in the American Aviation industry. Thus, it came as no surprise that America was their biggest market.