Breitling’s 140th anniversary celebration is not only a review of the brand’s history, but also a bold look forward to the future! CEO George Cohen revealed at the event that Breitling and the newly acquired Cosmos will be managed independently. What does this mean? In today’s increasingly competitive market, how will such a decision affect brand development? Let us have an in-depth understanding of Breitling’s strategic layout and brand innovation.

Independent Management of Breitling and Universe Watches

This year, Swiss luxury watch brand Breitling ushered in a major milestone of its 140th anniversary. Following the global media conference held in Switzerland at the beginning of the year, Breitling recently held the 140th anniversary celebration of the Eastern Power Zone in Beijing. During this period, Breitling CEO Georges Kern told China Business News that the two brands will be managed independently in the future. It is worth mentioning that the two brands Cohen mentioned, in addition to Breitling, are Universal Genève, which was acquired in May this year. In terms of market positioning and brand style, the two are different. The universe watch that Cohen said pays more attention to refinement and elegance.

140th anniversary celebration and brand innovation

“We hope to use the 140th anniversary as an opportunity to tell the history, foundation and innovation of Breitling.” Cohen mentioned that the 140th anniversary is also an opportunity to emphasize the brand’s classic design. “For example, the three perpetual calendar chronograph watches we launched this year are one of Breitling’s most classic designs. They were, are and will be in the future,” Cohen further said.

During an exclusive interview with a reporter from China Business News, Cohen mentioned innovation and modern design several times, which he believed was also an important factor in Breitling’s ability to attract consumers. For example, the three perpetual calendar chronograph watches released in China this year are all newly transformed product lines based on the classic designs of previous brands.

Future market layout and international cooperation

Cohen seems very confident about the future market layout. Especially for the big Eastern countries, he believes that this market has great potential and opportunities. “The big Eastern country is currently the world’s largest luxury goods consumer market, and we hope to increase our sales share in this market. Our current sales in this market account for about 10% of the world’s total.”

When talking about how he views the rise of emerging young watch brands, Cohen said that this is a good phenomenon for the industry. He believes that young watch brands have more freedom in creation and design, which is a good thing. “As an industry veteran, I will be more tolerant and support the creations of young companies.”

“140 Years of Firsts” is the theme slogan of Breitling’s 140th anniversary celebration. It is actually a sharing of 140 interesting anecdotes about the brand. Through these 140 anecdotes, Breitling shows its diverse stories over the past 140 years.

Conclusion

Breitling has found a balance between history and innovation, and its future market layout is also full of expectations. Cohen’s open attitude towards supporting young brands seems to have injected a new blood into the entire industry. What do you think of the independent management of Breitling and Cosmos? Welcome to leave a message in the comment area and share your views. Don’t forget to like and support!