The Breitling Watch Source Forums

Can you be more specific on the changes aside from inventory demands?

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"I don't own any watches, I just lease them"

Not sure how much has been communicated by BUSA at this point, so can't get too deep, but expect BUSA to be clamping down further on AD flexibility and increase enforcement.

Obviously BUSA is going the wrong way about it. This is NOT how you strengthen the brand imagine.

If grey market dealer are being supplied with watches and discounts are available, two things will happen:

- The ADs will be simply put out of business or forced to offload 80% of stock.
- Resale value will suffer a great deal.

Prices are dictated by the market and not BUSA.

The simplest example is Rolex. The demand is there, therefore resale value is high and ADs do not need to offload the stock to grey markets. This is why there is no grey market for Rolex.

A big part of the Rolex machine is the genius marketing and years of consistency in design an imagine.

Breitling had that. This is why I loved Breitling. The current model strategy is not helping out at all.

BUT, this might be their backhanded way of getting rid of ADs and moving toward the boutiques trend, with some very trusted dealers mixed in.

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-RJ

Either way, it's not exactly supporting the dealer network that helped get the brand to this point.

Ding, ding, ding we have a winner ! IMO RJ just nailed it. Omega did precisely the same thing with my AD two years ago until the AD told them to take their brand and shove it. We now have an Omega boutique in our area and only two ADs for a metro area of 4 million. A Breitling boutique is being discussed. The Caesars Palace Tourneau in Vegas no longer has Breitling and a boutique has replaced it.


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SHARKMAN

Breitling is lost! I confirmed with an AD today that there will be significant changes in the Bentley lineup with multiple Inhouse pieces this year including entirely new models. Not necessarily all being unveiled at Basel, but definitely this year, and the release of a B06 movement which they won't offer details on. No clue if its a three hand Inhouse or some other variant. A new super avenger is coming this year with an Inhouse movement, and no Inhouse movements in the diver lineup. Shaping up to be a major disappointment at Basel.

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"I don't own any watches, I just lease them"

Sad to see the new prices being driven up so drastically (by both price increases and also the cutting of discounting). I'm afraid all it will do is drive more people to buy from the grey market (in the short term atleast) as I'm sure the AD's will be even more inclined to offload stock to their grey market contacts if sales are falling elsewhere.