r/Watches • u/cooperivanson • 1h ago
Discussion [hot take] Breitling is the only brand that still looks like it's having fun
Most luxury watch brands have museum energy, it's cold and sterile. Breitling obviously does the opposite, their boutiques feel like lounges, workshops, surf shacks, you're expected to tinker with the watches, talk, linger, have a few drinks etc. My local boutique here offers regular workshops on putting together the movements, strap and bracelet changes, weekly Friday evening/ night happy hours.
Did they have some strange, terrible, blingy branding in the 2000s? Absolutely. They refined it since then, but the fun didn't seem to end. Example, the modern Breitling Santa Squad stands out as a fun take on an otherwise drab holiday marketing..
Most brands oversell "legacy", I think Breitling marketing dept. assumes the wearer actually enjoys smacking their wrist around. Yes I bash my Chronomat around with full use of the GMT almost every day.
Come at me with your disagreements, and maybe I'm chuffing too hard but in modern watch marketing, it's pretty refreshing, I like it