Breitling’s modern revival: how Georges Kern reinvented a classic watchmaker
For over a century, Breitling has been a name synonymous with precision, aviation, and rugged luxury. But by the early 2010s, the Swiss watchmaker faced a challenge: how to stay relevant in a rapidly changing market.
Enter Georges Kern, a man with a vision.
Since taking over as CEO of Breitling in 2017, Kern has led a dramatic revival, modernizing the brand while staying true to its heritage. Through expanded product lines, a fresh marketing strategy, and a shift toward contemporary luxury, Breitling has once again become one of the most sought-after names in Swiss horology.
Taking the helm: a watch industry veteran
Georges Kern is no stranger to luxury watches. Before Breitling, he was a rising star in the watch industry, making a name for himself at IWC Schaffhausen, where he transformed the brand into a global powerhouse.
When he joined Breitling, the company was at a crossroads. While it had a strong reputation in aviation and dive watches, its designs felt stuck in the past, and younger watch buyers weren’t paying attention. Kern saw an opportunity—not to change Breitling’s DNA, but to modernize it for today’s consumers.
Expanding Breitling’s appeal: more than just aviation watches
For years, Breitling was best known for its Navitimer and Chronomat collections—watches built for pilots and adventurers. But Kern saw a broader audience.
Under his leadership, Breitling diversified its product range, introducing collections designed for a wider range of lifestyles:
- The Premier Collection – a refined, dressier take on Breitling, appealing to collectors who wanted elegance alongside performance.
- Superocean Heritage – a modern interpretation of Breitling’s iconic dive watches, bringing vintage-inspired aesthetics to today’s audience.
- Endurance Pro – a lightweight sports watch aimed at a younger, active demographic, combining high-performance materials with bold designs.
By embracing different lifestyles—not just aviation but also diving, motorsports, and outdoor adventure—Kern positioned Breitling as a versatile luxury brand.
A fresh marketing strategy: celebrity ambassadors & digital-first approach
Kern also reinvented Breitling’s marketing, making it more modern, inclusive, and lifestyle-driven. Gone were the hyper-masculine fighter pilot ads of the past. Instead, he introduced a new brand identity that spoke to contemporary watch buyers.
- Breitling’s “Squad” concept – instead of relying on a single ambassador, Breitling introduced squads—teams of influential figures from different industries, like Brad Pitt, Charlize Theron, and Adam Driver.
- Digital-first approach – Kern boosted Breitling’s presence online, making it one of the first Swiss luxury brands to embrace e-commerce and direct-to-consumer sales.
- Boutique redesigns – Breitling’s stores shifted from traditional, high-end aesthetics to industrial-chic spaces, designed to feel more inviting and approachable.
These changes gave Breitling a fresh, contemporary image without losing the authenticity that long-time fans loved.
Sustainability & innovation: a new focus for Breitling
Kern didn’t just modernize Breitling’s image—he also led the brand into the future with sustainability and innovation.
- Recycled materials – Breitling introduced watch straps made from recycled ocean plastic, as part of its mission to reduce environmental impact.
- Blockchain authentication – Breitling became one of the first Swiss watch brands to offer digital blockchain-based authenticity certificates, ensuring greater transparency for collectors.
- Carbon neutrality – the company committed to reducing its carbon footprint, making sustainability a core pillar of Breitling’s strategy.
By integrating eco-conscious practices into a luxury brand, Kern positioned Breitling as a leader in the new era of responsible watchmaking.
A legacy of reinvention
Georges Kern didn’t just save Breitling—he revitalized it.
By expanding the product line, modernizing the brand’s image, and embracing digital innovation, he made Breitling a watch brand that appeals to both seasoned collectors and first-time buyers.
Today, Breitling stands as a perfect balance of heritage and modernity—a brand that respects its roots while embracing the future. And at the center of it all is Georges Kern, a leader who proves that even the most classic brands can evolve without losing their soul.