The Breitling Watch Source Forums

I spoke to a few ADs over the past few weeks and asked them which were the models that they have sold the most. A couple of them mentioned Chronomat 44, one mentioned Superocean because of it's cheaper price that many bought as corporate gifts. A few mentioned Avengers. Most said their Navis were not popular as not many Singaporeans knew about Navi and could appreciate the design.

Last week an AD was having a clearance sale. There were one black bird red strike, 2 chronomat 44s with pilot bracelet, one Avenger 1 and another Chronomat 44 on diver pro. Also there was one Transocean on mesh, with another 2 to 3 Bentleys. No Navis on sight. They were offered at 40% off retail! Luckily it was not my LE version that was put on sale. Anyway I went back again 2 days later. The BB, Avenger and the 2 Chronomats on pilot bracelet were gone...really envy those who mentioned to get them at such a good price. I asked one of the sales staff if those pieces were put on sale because they were not popular, so they had to get rid of it. He mentioned it's because they had too many stocks, that they couldn't clear. Then I asked why no Navis on sale, he mentioned they didn't have as much stocks as the Chronomats.

But making a major facelift in just 5 years after its launch just goes to show that sales didn't go the way they expected. I still feel it's due to their over mass production. Too easily available. Anyway once they change, no more Breitlings for me.

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Breitling Chronomat 01 Limited Edition
Breitling Navitimer 01 46mm

I agree with what roff is saying. They need to offer their old bezel alongside the new one. I agree that they should be consistent with model names, but not this bezel.

I could see owning one of the b01 but not a bunch of them like I could with others.

Compared to omega and Rolex BREITLING production is relatively small.

Yes Breitling's production is smaller compared to Rolex and Omega. But Rolex don't offer so many pieces of their subs, their GMTs or their Daytonas at one go that will flood the AD's window. At least they restrict their supply to a certain extend. The datejusts do however. This in a way made their sports model look very "desirable" and sometimes, a long waiting list for them. Well Breitling made their Chronomats too easily available IMO. As a consumer if I have intentions to buy I can take my time to consider, since there are tons of them lying around. But if I want a steel version of Daytona and see it available in an AD, I will have to decide fast or else once it's sold I wonder how long I will have to wait for it or I have to try my luck at other ADs. I personally feel that Breitling should improve their marketing strategy.

Well it seems Breitling's habit to do face lifts to their models from time to time. On a positive note, they do retain their core DNAs that they are still recognizable as a Ling, a Chronomat, Navi, Avenger, etc... It also make every model unique that if you like the aesthetics of it, you better get one or if might not be what you want when they replace it with a new version. The Chronomat Evo is one good example. Loved by many but changed to now the polarizing Chronomat 44. So for those who own the previous Evo they are owning something which has discontinued and "limited edition" in a way. All brands have their own culture and style so I guess I have come to understand that. I just wish Breitling can adopt the "Rolex way".

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Breitling Chronomat 01 Limited Edition
Breitling Navitimer 01 46mm

ChronomatLE01,
I agree with what you're saying and a lot of us agree with you as well. Interestingly enough, I never really noticed or focused on the bezel when I was researching Chronomats and was lucky I found a NOS B01 LE that I own today. I'll throw this out there-people don't like "drastic" change. For you Porsche fans, recall the outrage in 1999 when the last of the air cooled engines bowed to the water cooled ones in the newest 911 (oh the horror!). Or when Rolex super sized the case of the SubC/GMT and used bigger numbers/indices on the dial? Or how about the Batman? When it was released 50% of the people on the forums thought it was a sacreledge and no successor to the Coke or Pepsi...however, Rolex is Rolex and sticks to their styles etc. which really benefits the company. Did Porsche start making a newer air cooled engine due to the dislike? No. Breitling is iconic in a way but if it wants the status of true iconic companies, it would do well to have consistency.

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ROLEX Sea-Dweller (116600)
ROLEX Submariner (116610LV)
HAMILTON Stanley c. 1932 (19 jewels/grade 401 movement)

OK, some comments from me.
Has the Buck Fizz bezel destroyed Breitling's position in the market?
Why have Rolex and Omega sales increased substantially over the last 4-5 years and Breitling did not?
I think it has nothing to do with Buck bezels. Unlike most of us here who know every single dial design detail, how many fonts there are on a particular model, what font and colour the date is, etc...
Most watch buyers have no f#%€¥ clue what the last model looked like.
The main issue is marketing.
Both Rolex and Omega have been heavily rolling out their own boutiques on every second street corner of every major city as well as most airports.
Both have also heavily invested in TV, magazines, etc... advertisements around the world aimed at a very generic but financially slightly better off consumer segment.
Breitling on the other hand is very much a follower in this regard.
Rolex and Omega boutiques have been there for some time, Breitling is now trying the same.
Advertisements, as I said, Rolex and Omega are everywhere. Breitling however has been very much focusing on aviation and military distribution channels. Quite a narrow market segment if you ask me.
That in my books explains why Breitling sells 200K pieces and Omega and Rolex 600K+ and 1M each respectively.

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"It is just a matter of time!"

I recall when I first learned about luxury brands like LV, Chanel, Gucci, etc... I felt their bags were ugly and looked old and couldn't understand why so many people are carrying their bags, even men... I thought to myself that I could get so many bags with such a price! Later I started looking into their histories, their design concepts, why their bags always look almost the same whether new or old models. I then started appreciating their designs and the reason for their premium prices. Especially Chanel and the history behind its classic bag, how Coco Chanel was inspired to design a "hands free" bag which eventually developed into the classic bag that we know today that has been so heavy in demand even after being in production for so many years. Physically seeing and handling the bag in person impressed me even more of the quality and the attention to detail that has been put into the manufacturing process. And the price keeps going up. I used to think it was an unpractical and old looking bag that is overpriced. A few mths back I was the one who actually encouraged my wife to buy it in Frankfurt, especially it was the last piece available.

I guess that's what luxury brands are all about. Design with a history and heritage, attention to detail that one can only appreciate after he/she really handles it physically and learns the heritage behind it. How they make people from hate to love the designs overtime with their original concepts. Most importantly, always consistently maintaining their products' DNA and look that people recognize that it's the brand's product immediately upon seeing it.

I believe Breitling is moving in the right direction since the launch of it's in-houses. We have the Chronomats as an all rounder, the heart of Breitling spirit, call it an aviator's watch, call it a diver's watch, it does it all. We have the Navis for the heritage lovers, the oldest ongoing Chronograph watch, the legendary iconic Breitling that projects the essence of Breitling. We have the Transoceans for the traditional aesthetics lovers, long history, very traditional and conventional looking without any polarizing designs. We have the Bentleys for the luxurious and striking looks lovers. Something different to have in the collection for variation. Even for the non in-houses, which should be converted to in-house sooner or later, we have the Avengers for the rider tabs bezel lovers who still loves the old designs, and those who love rugged looking watches. How about Superocean for refreshing and modern look lovers... Very fashionable and good looking. Blar Blar Blar... They have different models to suit different tastes. The only part they should touch up is to be consistent from now on, not to over mass produce the more popular models, that people find it too easy to get, in a way can help in resale value in the long term. Also sorry to say, control pricing and eventually reduce discounts as demand picks up, even increase prices regularly if the need be. So that interested consumers will think twice about procrastinating.

If they wish to recapture the old CE lovers they can always turn Avengers in-house, or launch another Chronomat version without discontinuing the current line. Name it Chronomat Heritage, Chronomat Revolution, or the best is to use back the Chronomat Evolution name. Consistency will be there while catering to the old CE lovers. Just my 2 cents...

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Breitling Chronomat 01 Limited Edition
Breitling Navitimer 01 46mm

I think you are right on the spot Wessa. Many commented as if it's the Bucks Bezel that caused the drop in sales, it's not all Breitling models that have the bucks bezel. What about the Navis, the Transoceans, the Avengers that were supposedly the more popular ones? They had no help to the sales at all? Marketing is definitely the main reason, brand awareness, the way they control pricing and supply to boost demand. And maybe their choice of their Ambassadors, like David Beckham, who doesn't really have the charisma for such products of essence IMHO. But...with the opening of more boutiques, their impressive presentation of their renovation, will create more brand awareness overtime. So far among all the watches boutiques, I honestly feel that Breitling's boutique looks the most impressive. Unfortunately in my country they were unable to rent a good spot in ION orchard or Takashimaya, and ended up settling their boutique at a location where shoppers are not likely to pass by. They really need to continue staying consistent and focus on their marketing strategy.

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Breitling Chronomat 01 Limited Edition
Breitling Navitimer 01 46mm

I agree that marketing is a major issue - from start to finish (i.e. focus groups to advertising), and despite Chronomat01LE's ongoing attempts to portray me as a hater of all things Chronomat 01 and as someone who blames that for Breitling's current woes, I think that there are many issues.

However, I am a believer in numbers driving decisions, especially when it comes to small (relatively) companies underperforming their market. If models are selling at or above target they should be left alone, if not then you have to try And refresh them to attract sales. If, and it is still if, the Chronomat 01 bezel changes and the Colt design ethos changes then it is likely a response to a lack of mass market acceptance at the level that Breitling feels appropriate. That may be nothing more than unrealistic targets, but such is life.

It doesn't devalue any one person's appreciation for the model or validate any one person's dislike and I still fail to understand after almost 5 years why so many people (on both sides) of the argument take it so personally. It's just a bezel people, it's not changing the world!

?????? Errrrmmmmm....(scratch head) I didn't specifically portray you as a hater of the Chronomat 01 Roff..I am just stating my views behind what might be Breitling's drooping sales. You have your points and I have mine. Why would I want to take things personally with specifically you for this when there are so many other Buck haters out there? Some like the old bezel and some the new ones. That's what forums are for...posting heated comments of their personal hatred for certain models, or their passion for certain models. Some people gets emotional and wants to debate, some feels it's bored and goes on to read other threads. That's what drives people to read forums isn't it? I didn't know there's a rule that we cannot post our comments a few times on the same thread. Again not targetting at you Roff, I must be crazy and asking for trouble if I were to challenge the reowned Prof Roff! (Not sacarstic but sincerely).

If forums are always agreeing with one another, today with everyone complaining about Bucks Bezel on one thread, tomorrow everyone agreeing about how they miss the old Superocean on another thread, no opposite views, then I guess this forum will die down fast! Alright then, since Prof Roff has spoken, I shall remain silent and not post anything from now on...

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Breitling Chronomat 01 Limited Edition
Breitling Navitimer 01 46mm

well for me its much more drastic than any rolex changes. the names are different, the models are different. Batman is cool so is sub c they are evolutionary, I know the lugs and bezel are beefier but really I can't tell a difference at 10 yards. And thats how it should be. Then they also end models shortly into their introductions. The Headwind, Hercules, CWS, and Blackbird Big Date are all watches I think are really at the top of their game but no longer available due to short product cycles. If a product you like makes the cut like the Chronomat it gets its name changed like 4 times. I'm just saying this is not great for branding or SEO (Breitling doesn't do great in Search Results). It'd be like Omega discontinuing the James Bond.

I think there is an issue with perceived performance. Sub C is no doubt an improvement in every area of function (sidenote I like the old ones too). How do you like your GMT c? I've been thinking of a GMT and I can't decide between the ceramics and the pre-c. Also between the rivet bracket (I dont think its called that right) and the jubilee since I'm likely looking at used.

The new b01 bezel doesn't really work as well as they do not measure minutes. So I don't mind having this bezel as a cool change up, third down back but they have decreased the functionality of the watch across the range because the bezel doesn't provide precise count down timer to the minute. Even the last 12 or 15.

Get the ceramic! It looks like glass and the numbers on the bezel are bigger as well. You also get the supercase and maxi dial. The watch wears more like a 42/43mm, trust me. The funny part-my Chronomat gets about 70% of the wrist time tough. However, the GMT is just a hair more versatile.

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ROLEX Sea-Dweller (116600)
ROLEX Submariner (116610LV)
HAMILTON Stanley c. 1932 (19 jewels/grade 401 movement)

Not supposed to post anymore but couldn't help telling you that it is happening to me too! I do love my Batman as much tough. Actually both are very versatile and can fit any attire , except that the GMT looks a little nicer with formal due to its cleaner look and the Chronomat looks a little more pro with informal due to it's busier look.

I must say that I am impressed with Rolex's ceramic bezel, but I also appreciate the steel bezel on the Chronomat, as it can easily be restored to "new" with polish. As much as ceramic seems to be highly scratch resistant, nothing is fully scratch proof. Therefore I am still very careful with my GMT whenever I wear it. Else it will be permanent if it catches a scar in anyway.

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Breitling Chronomat 01 Limited Edition
Breitling Navitimer 01 46mm

All of these responses are prime reasons to seek out the more classic designs of any watch brand. The look remains timeless regardless of any marketing department's wild hair that makes a brand shift identity.

Panerai people are unhappy with their recent direction too. I suspect Rolex folks are happy since their designs don't change much, while the bar for Omega folks is already so low their expectations are as well.

I kid.

Point is, within any range there are at least a few models worth exploring. The entire like doesn't have to fit your expectations for you to enjoy what you own. We all know directions will shift over time regardless, so if you're losing interest just wait awhile. SIHH 2015 could be very different.

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Avenger Skyland
If I said I was good, you'd think I was bragging.
If I told you I wasn't, you'd know I was lying.

At least we didn't find out the B01 was designed by Seiko...

Clue me in... Which piece was?

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Avenger Skyland
If I said I was good, you'd think I was bragging.
If I told you I wasn't, you'd know I was lying.