Kern has completed turned this brand around. 10yrs ago, I wouldn’t have considered a breitling. Today, breitling is one of my next 3 purchases. The improvements in design, movement, aesthetic, and bracelet are absolutely incredible.
I agree. Breitling used to be loud, brash - shiny watched with busy dials. And confusing, with a lot of overlap between the product lines. Now its really something different. I like the red Top Time that Kern is wearing, for example. For the record, I just bought my first Breitling - not a Kern-era one, but a vintage Aerospace Evo with the minute repeater, only 1200$ from Japan via Chrono24. I always loved these slim ultralight smart watches. I'll pair it with a bright yellow Erika Original's strap, it will pop!
Excellent interview with a great CEO George Kern. I have a Breitling Datora . A beautiful watch I purchased beginning of year at around $9k . Breitling Premier line are attractive watches at reasonable price if you can get at least 20+ discount from msrp.
As a longtime admirer (and hater) of Breitling, this is an interview I've been wanting to see for a while. I would have loved to hear some more concrete sales data on how Breitling has done since Kern took over, as opposed to just paying lip service to it in general terms. 15-20 years ago, I felt like Breitling had an identity I could get on board with. They made "instruments for professionals" and had more obscure, interesting spokespeople (deep sea divers, mountaineers, astronauts, pilots, etc.). Unfortunately, their watch lineup at this time had far too many model lines and it felt like they were radically changing designs of core models every few years (like the Chronomat in 2009). Fast forward to now, Kern has trimmed down the model lines (and brought back some of the old ones), but the "professional" identity of the brand is gone. They turned to movie stars to promote their watches (like every other brand) and just became generic. Don't even get me started on the ridiculous "Santa squad" marketing dumpster fire that they double down on every year. I'm genuinely embarassed to wear my Breitlings around the holidays. If I were coming into the watch game now, I don't think I would even look twice at Breitling because I can't figure out what the brand wants to be . . . other than everything to everyone. Now they're even making a tourbillon complication again, which a brand like Breitling has no business doing (anyone remember the train wreck that was the Breitling for Bentley tourbillon?). Hearing Kern speak was really inspiring and I feel like he has the right mentality, but his words and the current brand positioning are not aligning for me. All that being said, in his own words, "you can't criticise success," so if he is indeed selling a boat load more watches than before, then kudos to him and his team (hence why I'd be interested to see REAL sales data). At any rate, he has definitely lost a customer in me, as this is a far cry from the brand I once knew that was responsible for getting me into watches in the first place.
Good points, however, many watch brands change over time. Breitling may have done away with the instruments for professionals tag line (and sadly the winged "B" on many models), but I still find their pieces to be of high quality and beautifully designed. Rolex back in the day was more of a tool watch company for divers, mountaineers and pilots, but now they are the bling standard in many ways. For me, I focus more, and support, particular models of timepieces that various manufacturers have rather than on buying the brand. I think that Breitling's models can be held in high regard even when compared with their competitors. The plus for me is that I can actually walk into a Boutique and purchase one rather than beg an AD to call me in a year for one of their models...
13:52 😂😂😂 Nice try! Great interview! I really love the direction that Breitling is going! I am personally a big fan of the Avenger collection and I am happy that Breitling continues this line while exploring so many different paths. I may not be a fan of the Premier collection but glad that they make these steps to fish in different waters. Bravo!
Great connection between Georges and Wei. This is a pretty rich and dense discussion worth coming back to, to pick up on things probably missed the first time.
Great interview (or conversation). Been following Georges Kern since his helm at IWC, now Breitling. He is a great businessman who needs his own classroom on company turnaround.
This is such an impressive interview. For the longest time, I was not a fan of Breitling. However, their recent releases like the Datora (go pistachio!) are stunning.
Great interview, thank you. Was not a fan of Kern era Breitling at first. Thought Breitling needed more grit, less glamor. But I've come around. The Premier line and the Aviator Mosquito models are my favorite dream watches, along with the Avenger Chronograph 45 (very Ernest Schneider era!). And Mr. Kern's environmental message puts Breitling in a good light. I love Breitling, hope for their continued success 🙂👍
I am not sure Breitling is worth $4bn but starting at $800m there has been some very good Financial growth. The jobs creation is the very good thing. Mission driven... exactly, that is how you succeed...
While Breitling has developed tremendously during the last couple of years yet one thing is starting to show that the range is starting to get crowded again in a way that dilutes brand DNA which was always an issue before the new journey, strong brands have onething in common which is a coherent catalog.
I'm no business expert, but I'll bet that's tough to do in practice. Would think Rolex does it best; you can look at almost all of their models OP, DJ, Skydweller then to the sport models and they have that certain look. Maybe Patek, also, but their Calatrava looks nothing like the Nautilus/Aquanaught line. When you have different tastes, yeah I'll bet it's tough to have a running theme through the entire lineup. Great comment👍
Mr. Kern is a brand builder. He recognizes that the foundation is the product and then builds the product image through successful marketing and brand building.
Breitling did away with that identity about 8 years ago, but I'd sure love to have it back. Clearly you must have missed the "Santa Squad" marketing campaign of recent years . . .
Not diminishing Kerns contribution to the increased valuation but let's be honest, from 2017 to 2021 the market changed so much that it had to have contributed to the 3+ billion valuation.
Good job on the interview, very interesting. I do wish Breitling didn’t dump the wings logo. The B alone looks cheesy to me and although I have an older Breitling, with wings, and like it, I’m not interested in the new models.
Wonderful sense of optimism in the world today? Craziest inflation we've experienced(i was born in the late 80s), with a potential war that's already affecting our neighbors and might escalate to the whole of our continent(Europe). Stock markets, banks also show that there is a very high likelyhood of an economic depression.
I like the direction Breitling is going. In the past, I would only think of Breitling as watches for douchey guys. Oh and remember those horrible old commercials? hahaha.
i personaly dont believe in Breitling any more i love the history of Breitling but at this moment they come up whit more new models whit weird Colors every week then beers i can drink in one hour. En sorry for saying but the design is totally lost it to much weird colors en terrible design choices. As far as i know en hear only people whit now taste buy Breitling now a days en thats something i say whit pain because i love the old Breitling.
Private equity, ESG, stakeholders, ROI, luxury Swiss. Time will tell if private equity (hedge funds) can be permanent in luxury, or live up to the reputation of hedge funds which is plunder and abandonment.
Kern has completed turned this brand around. 10yrs ago, I wouldn’t have considered a breitling. Today, breitling is one of my next 3 purchases. The improvements in design, movement, aesthetic, and bracelet are absolutely incredible.
I agree. Breitling used to be loud, brash - shiny watched with busy dials. And confusing, with a lot of overlap between the product lines. Now its really something different. I like the red Top Time that Kern is wearing, for example. For the record, I just bought my first Breitling - not a Kern-era one, but a vintage Aerospace Evo with the minute repeater, only 1200$ from Japan via Chrono24. I always loved these slim ultralight smart watches. I'll pair it with a bright yellow Erika Original's strap, it will pop!
far and away the most exciting brand in watches right now - loving this
Agreed! I enjoy your content Pete.
Mr. Kern is the ultimate spokesman and leader. What a terrific interview, thank you guys.
"We don't want to be exclusive by arrogance" is such a fantastic line.
Excellent interview with a great CEO George Kern. I have a Breitling Datora . A beautiful watch I purchased beginning of year at around $9k . Breitling Premier line are attractive watches at reasonable price if you can get at least 20+ discount from msrp.
As a longtime admirer (and hater) of Breitling, this is an interview I've been wanting to see for a while. I would have loved to hear some more concrete sales data on how Breitling has done since Kern took over, as opposed to just paying lip service to it in general terms. 15-20 years ago, I felt like Breitling had an identity I could get on board with. They made "instruments for professionals" and had more obscure, interesting spokespeople (deep sea divers, mountaineers, astronauts, pilots, etc.). Unfortunately, their watch lineup at this time had far too many model lines and it felt like they were radically changing designs of core models every few years (like the Chronomat in 2009).
Fast forward to now, Kern has trimmed down the model lines (and brought back some of the old ones), but the "professional" identity of the brand is gone. They turned to movie stars to promote their watches (like every other brand) and just became generic. Don't even get me started on the ridiculous "Santa squad" marketing dumpster fire that they double down on every year. I'm genuinely embarassed to wear my Breitlings around the holidays.
If I were coming into the watch game now, I don't think I would even look twice at Breitling because I can't figure out what the brand wants to be . . . other than everything to everyone. Now they're even making a tourbillon complication again, which a brand like Breitling has no business doing (anyone remember the train wreck that was the Breitling for Bentley tourbillon?).
Hearing Kern speak was really inspiring and I feel like he has the right mentality, but his words and the current brand positioning are not aligning for me. All that being said, in his own words, "you can't criticise success," so if he is indeed selling a boat load more watches than before, then kudos to him and his team (hence why I'd be interested to see REAL sales data). At any rate, he has definitely lost a customer in me, as this is a far cry from the brand I once knew that was responsible for getting me into watches in the first place.
Good points, however, many watch brands change over time. Breitling may have done away with the instruments for professionals tag line (and sadly the winged "B" on many models), but I still find their pieces to be of high quality and beautifully designed. Rolex back in the day was more of a tool watch company for divers, mountaineers and pilots, but now they are the bling standard in many ways. For me, I focus more, and support, particular models of timepieces that various manufacturers have rather than on buying the brand. I think that Breitling's models can be held in high regard even when compared with their competitors. The plus for me is that I can actually walk into a Boutique and purchase one rather than beg an AD to call me in a year for one of their models...
Watches are all about feeling,and Boy George Kern killed the ORIGINAL BREITLING FEELING!!
13:52 😂😂😂 Nice try!
Great interview! I really love the direction that Breitling is going! I am personally a big fan of the Avenger collection and I am happy that Breitling continues this line while exploring so many different paths. I may not be a fan of the Premier collection but glad that they make these steps to fish in different waters. Bravo!
Great connection between Georges and Wei. This is a pretty rich and dense discussion worth coming back to, to pick up on things probably missed the first time.
Great interview (or conversation). Been following Georges Kern since his helm at IWC, now Breitling. He is a great businessman who needs his own classroom on company turnaround.
This was a great conversation…well done ❤
Phenomenal interview, Wei. Thank you!
This is such an impressive interview. For the longest time, I was not a fan of Breitling. However, their recent releases like the Datora (go pistachio!) are stunning.
Great interview, thank you. Was not a fan of Kern era Breitling at first. Thought Breitling needed more grit, less glamor. But I've come around. The Premier line and the Aviator Mosquito models are my favorite dream watches, along with the Avenger Chronograph 45 (very Ernest Schneider era!). And Mr. Kern's environmental message puts Breitling in a good light. I love Breitling, hope for their continued success 🙂👍
This interview is class and gold. Thank you.
What an awesome and unexpectedly inspiring interview! Well done Wei.
Wow! Great interview. Great questions & amazing insight by Mr. Kern.
I am not sure Breitling is worth $4bn but starting at $800m there has been some very good Financial growth. The jobs creation is the very good thing. Mission driven... exactly, that is how you succeed...
While Breitling has developed tremendously during the last couple of years yet one thing is starting to show that the range is starting to get crowded again in a way that dilutes brand DNA which was always an issue before the new journey, strong brands have onething in common which is a coherent catalog.
I'm no business expert, but I'll bet that's tough to do in practice. Would think Rolex does it best; you can look at almost all of their models OP, DJ, Skydweller then to the sport models and they have that certain look. Maybe Patek, also, but their Calatrava looks nothing like the Nautilus/Aquanaught line. When you have different tastes, yeah I'll bet it's tough to have a running theme through the entire lineup. Great comment👍
Great interview, would love a follow-up with more focus on the watches and where they plan to go with the Aviation history behind Breitling.
Incredible brand and business model, inspiring.
what a great conversation, such an interesting man
Mr. Kern is a brand builder. He recognizes that the foundation is the product and then builds the product image through successful marketing and brand building.
13:53, great straightforward answer. Did Georges Kern bring any marketing team members from IWC with him to Breitling?
Gracias por la entrevista muy agradable a los sentidos y al gusto por los relojes.
"We don't want to be exclusive by arrogance"
Exactle why I love Breitling!
First to comment as Huge Breitling Fan this is awesome to see Thank You, great to see where Kern is going with Breitling 👍🏼👍🏼👍🏼👍🏼👍🏼
Alan H
Breitling is such a great brand ❤
Enjoyable Interview indeed ,
Superb Brand 🎆
Ultimate tool watch for professionals 👍🏻
Breitling did away with that identity about 8 years ago, but I'd sure love to have it back. Clearly you must have missed the "Santa Squad" marketing campaign of recent years . . .
Breitling is one of my favorite brands.
17:18 that looks stunning on Koh
Love the Chronomat 42mm - Ice stone and platinum Bezel 😍 best looking chronograph in the market
Not diminishing Kerns contribution to the increased valuation but let's be honest, from 2017 to 2021 the market changed so much that it had to have contributed to the 3+ billion valuation.
Very fair call out
Great watch typography, too.
Monsieur Kern, please bring us a smashing update to the Aerospace Evo line 🙏
Good job on the interview, very interesting. I do wish Breitling didn’t dump the wings logo. The B alone looks cheesy to me and although I have an older Breitling, with wings, and like it, I’m not interested in the new models.
I hope WK can influence Breitling to make a timing bezel for the endurance pro instead of the compass bezel
Leyends 💫
J.
Wonderful sense of optimism in the world today? Craziest inflation we've experienced(i was born in the late 80s), with a potential war that's already affecting our neighbors and might escalate to the whole of our continent(Europe). Stock markets, banks also show that there is a very high likelyhood of an economic depression.
I like the direction Breitling is going. In the past, I would only think of Breitling as watches for douchey guys. Oh and remember those horrible old commercials? hahaha.
excellent interview, i keep saying it but i love what Breitling are doing i just think they have maybe over priced the watches.
I don’t think they are over priced… they have the best chronograph B1 in the market and still their price point is below than let’s say a Daytona
i personaly dont believe in Breitling any more i love the history of Breitling but at this moment they come up whit more new models whit weird Colors every week then beers i can drink in one hour. En sorry for saying but the design is totally lost it to much weird colors en terrible design choices. As far as i know en hear only people whit now taste buy Breitling now a days en thats something i say whit pain because i love the old Breitling.
What a smart and cool guy.. @georgekern put @breitling back on the map 👍🏻🙌🏻
Private equity, ESG, stakeholders, ROI, luxury Swiss. Time will tell if private equity (hedge funds) can be permanent in luxury, or live up to the reputation of hedge funds which is plunder and abandonment.
I have avenger night mission 45 externally pleased
Kernschrott !!