Georges Kern: It’s Only a Matter of Time Until Breitling’s Rise in China

For quite some time, the Swiss luxury watch brand Breitling was relatively unknown to Chinese consumers. However, in Western markets, Breitling, founded in 1884, stands shoulder to shoulder with well-known brands like Rolex, Panerai, and Vacheron Constantin, capturing the attention of Chinese connoisseurs. Not only did Breitling pioneer modern chronographs, but it's also one of the few watchmakers globally capable of independently researching and producing watch movements. Its stringent and precision-focused craftsmanship results in every piece bearing the official Swiss Observatory certification.

According to Morgan Stanley's 2023 Swiss Watch Brand Research Analysis report, Breitling witnessed a remarkable sales growth of approximately 25% in 2022, reaching a staggering 860 million Swiss Francs. This marks the brand's continuous ascent in industry rankings for the past five years. By revenue, Breitling currently holds the ninth position in the industry.

In stark contrast to its high visibility and market share in Western markets, Breitling has long maintained a relatively low profile in the Chinese market. The report by Morgan Stanley also highlights that Chinese consumers accounted for over 30% of total Swiss watch sales in 2022, yet Breitling's sales figures suggest only less than 10% is of China sales.

The situation facing Breitling is abundantly clear: the relatively untapped Chinese market, with its smaller market share, presents the brand with new opportunities. In response, Breitling has decided to boost its market exposure by enlisting the help of celebrity endorsements.

On June 15th, Breitling, the Swiss luxury watch brand, hosted a launch event in Shanghai called “Let the Show Begin”, during which the brand proudly announced Chinese actors Huang Jingyu and Angelababy as the new faces to be part of the “Breitling Squad”.

Georges Kern, the CEO of Breitling remarked, "Announcing these two new Squad members is a crucial step in our plans for this year. These new Squad members perfectly embody our brand spirit through their personal styles and positive attitudes. We hope that through their involvement, we can convey Breitling's unique brand positioning, style, and spirit to Chinese consumers more broadly, which is a goal we will continue to strive for."

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