It was just a couple of years ago that Breitling – under the direction of watch veteran Georges Kern – began an entire revamp of the brand, including its marketing and products. Now, the brand announces a new Spotlight Squad, unveils a new 32mm Chronomat for women, and a 36mm Chronomat. It also announces new sustainable packaging.
Breitling Chronomat for Women
In honor of the all-female Spotlight Squad, Breitling unveils the first-ever Chronomat 36mm and 32mm series designed for today’s confident, active women. The COSC-certified chronometer watches are water resistant to 100 meters. The 36mm watches house Automatic Caliber 10 movements with 42 hours of power reserve, while the 32mm Chronomats house the brand’s SuperQuartz™ Caliber 77 with a battery life of three to four years.
They are crafted in stainless steel, two-tone steel and gold, each size also boasts a 5N 18-karat rose gold version. All are fitted with the brand’s Rouleaux bracelet with butterfly clasp. Bezels are offered with or without diamonds, as are indexes. Dial colors vary depending on the size of the watch, but there are 10 versions with lacquer dials in the 36mm size, including a stunning pale green, or copper, and there are seven 32mm versions.
Prices of the 36mm Chronomat range from $4,860 in steel to $8,650 for steel and gold with diamonds and as high as $25,650 for the 18-karat gold version with diamonds. The 32mm Chronomats range from $3,800 to just under $10,000 depending on the diamonds. The solid gold version sells for $20,500.
Breitling Spotlight Squad
Easily one of the more interesting changes in Breitling’s focus – and any brand’s for that matter—is the grouping of brand ambassadors into different squads to get the message across. Using the hashtag #SquadonaMission, Breitling created squads based on different walks of life. Among them: Aviation Pioneer Squad, Triathlon Squad, Cinema Squad, Explorer Squad, and Surfer Squad.
The newly announced Spotlight Squad places the emphasis on women in the spotlight of arts and philanthropy. The members – selected because they are inspiring change in the world — include Charlize Theron, Misty Copeland, and Yao Chen. Theron is already a member of the Breitling Cinema Squad, so this double-teaming makes sense. These extraordinary women are shattering stereotypes when it comes to aspects like gender and race.
Born in South Africa, Oscar winner Charlize Theron (who won the Academy Award for Best Actress in 2004 playing a serial killer in Monster) works tirelessly to educate youth in South Africa about HIV via the Charlize Theron Africa Outreach Project.Ballet dancer Misty Copeland is the second African American woman to become a soloist with the American Ballet Theater, while Chinese film actress Yao Chen has won many awards, including the Golden Mulberry Award for Lifetime Achievement at the Far East Film Festival. Each of these women are turning the spotlight on global causes and doing their part to reshape things.
Breitling Sustainable Packaging
In other news, Breitling has also introduced its new foldable, reusable watch box that is entirely made from upcycled plastic bottles. The sustainable box has been awarded the Efficient Solution Label from the Solar Impulse Foundation that honors product solutions with a positive environmental impact. The materials used for the box can be recycled for future projects. The boxes are expected to be in use in early 2021.
“Breitling is committed to doing everything within its sphere of influence to reduce the company’s environmental impact. With that in mind, we started working on a sustainable packaging concept with the goal of optimizing the impact on the environment, and the result has exceeded our ambitions,” says Georges Kern, CEO.