Breitling, under the sun exactly
Beyond a beautiful watch, summer luxury is transformed into a lifestyle that we embrace from head to toe, but without showing it too much...
Some brands unveil ranges of accessories on which they simply affix their logo. Not Breitling , which prefers to play the synergy card with recognized brands and a strong aesthetic language making them immediately recognizable. Step by step, the brand with the winged B has thus composed the picture of a luxury that is lived more than it is shown.
Thus, at the Wheels & Waves festival in Biarritz, Breitling has just unveiled its new Superocean Heritage watch. It also features two collaborations in line with the "cool luxury" advocated by its CEO, Georges Kern. Starting with a collection of stylish sunglasses, developed with the London-based brand Cutler and Gross, renowned for the design and quality of its creations since 1969. "Luxury is becoming increasingly cultural and completely transversal. It's a new phenomenon," Georges Kern explains. Its partnerships with Deus Ex Machina, an Australian brand renowned for its vintage clothing inspired by surfing and motorcycles, Triumph (the two brands already have three motorcycles and as many watches to their name), Havaianas, and now Cutler and Gross, are all part of this vision.
Also read: Breitling opens a new watchmaking destination on the Champs-Élysées
A different lifestyleThe new concept of Breitling boutiques, where you can buy a watch, a bag, a cap, or even have a drink (or even lunch or dinner in Geneva or Seoul), contributes to creating an experience that will not be forgotten. "In my opinion, this is the new luxury," continues Georges Kern. "We represent, first and foremost, a certain lifestyle." Doesn't the ideal summer beach style consist of a pair of flip-flops, sunglasses... and an elegant diving watch?
The exclusive models designed by Cutler and Gross also feature many details borrowed from the new Superocean Heritage: the guilloché pattern on the bridge of the glasses echoes that of the Milanese mesh strap, while the arrow at the end of the temples reproduces the shape of the hour hand (and glows in the dark thanks to a luminescent varnish)... "It takes us three to six months to manufacture our frames, source the raw materials, guarantee perfect traceability... just like a Swiss watch," explains Jack Dooley, CEO of the brand. "You are buying a different aesthetic, a movement, a different lifestyle," concludes Georges Kern.
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