{"id":965,"date":"2020-04-17T17:25:38","date_gmt":"2020-04-17T11:55:38","guid":{"rendered":"https:\/\/www.kapoorwatch.com\/blogs\/?p=965"},"modified":"2020-07-15T00:33:06","modified_gmt":"2020-07-14T19:03:06","slug":"transforming-breitling-the-georges-kern-story","status":"publish","type":"post","link":"https:\/\/www.kapoorwatch.com\/blogs\/transforming-breitling-the-georges-kern-story\/","title":{"rendered":"Transforming Breitling: The Georges Kern Story"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p style=\"text-align: justify;\">Breitling is an established name in the watchmaking industry, with a deeply-rooted history in St. Imier, Switzerland. Building on its reputation as a pocket watchmaking legend, Breitling soon started specialising in masculine pilot chronographs \u2013 an evergreen design that is still manufactured, 130 years on. Acquired by the Schneider family in 1979, the company\u00e2\u20ac\u2122s offerings continued to bank on its insatiable passion for chronographs.<\/p>\n<h2>Breitling CEO Georges Kern Story<\/h2>\n<p style=\"text-align: justify;\">Breitling\u00e2\u20ac\u2122s stint with the Schneider family came to an end in 2017 when the company\u00e2\u20ac\u2122s 80% stake was sold to CVC Capital Partners, a London based private equity group. With the change in ownership came a change in the brand\u00e2\u20ac\u2122s direction. A need for spark and innovation led to the hiring of the \u00e2\u20ac\u02dcMan with a Plan\u00e2\u20ac\u2122- Georges Kern.<\/p>\n<p style=\"text-align: justify;\">While other luxury watch brands were cruising in the market with a specific yet diverse line of products, <a href=\"https:\/\/en.wikipedia.org\/wiki\/Breitling_SA\" target=\"_blank\" rel=\"noopener\">Breitling<\/a> was feared to be stuck in the era of chronographs. The brand needed to move away from this image and no one could do it better than Kern, the youngest ex-CEO of IWC.<\/p>\n<h3>Breitling Navitimer 8 B01, 2018<\/h3>\n<p style=\"text-align: justify;\">In an unexpected move in the world of Haute Horlogerie, Georges left a senior role at the Richemont Group and took his talent to Breitling to become its CEO. Tasked to revamp the product lines for a more diverse audience, Kern developed an elaborate plan and a masterful vision for <a href=\"https:\/\/www.breitling.com\/in-en\/\" target=\"_blank\" rel=\"noopener\">Breitling<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-967 size-full\" title=\"Breitling Navitimer 8 B01, 2018\" src=\"https:\/\/www.kapoorwatch.com\/blogs\/wp-content\/uploads\/2020\/05\/Image1-blog32-GKKWC.png\" alt=\"Breitling Navitimer 8 B01, 2018\" width=\"1050\" height=\"486\" \/><\/p>\n<p style=\"text-align: justify;\">Kern\u00e2\u20ac\u2122s first step as a visionary for the brand\u00e2\u20ac\u2122s future was streamlining the non-differentiable line of watches to allow easier buying decisions, for \u00e2\u20ac\u0153Too much choice is no choice\u00e2\u20ac\u009d, as remarked by Georges himself. Under his direction, Breitling created four product pillars \u2013 \u00e2\u20ac\u02dcair\u00e2\u20ac\u2122, \u00e2\u20ac\u02dcsea\u00e2\u20ac\u2122, and \u00e2\u20ac\u02dcprofessional\u00e2\u20ac\u2122. The \u00e2\u20ac\u02dcAir\u00e2\u20ac\u2122 collection comprised of the aviation watches Navitimer 1, the new Navitimer 8, and the Avenger lines. The diver series under \u00e2\u20ac\u02dcSea\u00e2\u20ac\u2122 included Breitling\u2019s best-selling Superocean and <a href=\"https:\/\/www.kapoorwatch.com\/watches\/breitling_superocean-heritage\" target=\"_blank\" rel=\"noopener\">Superocean Heritage<\/a>. The \u2018Professional\u2019 series continued its triumphant march with timepieces such as the Emergency II and Cockpit B50. Apart from the above product lines, Georges aimed to target the Chinese market \u2013 which accounts for more than 50% of the luxury watch market \u2013 by creating smaller, more traditional watches.<\/p>\n<p style=\"text-align: justify;\">In larger efforts to revert Breitling to its days of eminence, Georges Kern took an unprecedented initiative of creating a squad of ambassadors representing the brand with their engaging campaign, \u00e2\u20ac\u02dcSquad on a mission\u00e2\u20ac\u2122. Breitling roped together a trio of eminent personalities ranging from Hollywood actors to sportsmen and explorers, including actors Brad Pitt, Charlize Theron, Adam Driver and champion surfer Kelly Slater.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-968\" src=\"https:\/\/www.kapoorwatch.com\/blogs\/wp-content\/uploads\/2020\/05\/Image2-blog32-GKKWC.png\" alt=\"\" width=\"1050\" height=\"486\" \/><\/p>\n<p style=\"text-align: justify;\">Georges wanted to reach out to a wider, younger, digitally-savvy audience by expanding the horizons of the brand\u2019s offerings. To do so, <a href=\"https:\/\/www.kapoorwatch.com\/watches\/breitling\" target=\"_blank\" rel=\"noopener\">Breitling<\/a> developed a plan that focused more on the online experience, while still improving the offline in-store experience. Their new e-commerce website and the experiential luxe boutique now encompassed the new Breitling.<\/p>\n<p style=\"text-align: justify;\">Kern transformed Breitling\u00e2\u20ac\u2122s chaotic product lines and gave it a more refined structure while adapting progressive marketing methods. His pioneering spirit, innovative flair and unwavering intent to turn his vision into action have given Breitling a renewed life and glory.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Breitling is an established name in the watchmaking industry, with a deeply-rooted history in St. Imier, Switzerland. Building on its reputation as a pocket watchmaking legend, Breitling soon started specialising in masculine pilot chronographs \u2013 an evergreen design that is still manufactured, 130 years on. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":966,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"two_page_speed":[],"footnotes":""},"categories":[20,3],"tags":[],"class_list":["post-965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-breitling","category-watches"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Transforming Breitling: The Georges Kern Story - Kapoor Watch Co. | Blogs<\/title>\r\n<meta name=\"description\" content=\"Breitling\u00e2\u20ac\u2122s stint with the Schneider family came to an end in 2017 when the company\u00e2\u20ac\u2122s 80% stake was sold to CVC Capital Partners, a London based private equity group.\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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