5. More vintage and retro inspiration, in the products and also the logo.
The sweet spot for watch design and inspiration going forward, Kern says, will be the century spanning 1884 to 1984 (with specific influences coming from the 1930s to the 1950s), as we have already seen in the Navitimer 8 models and the upcoming ad campaign. The Breitling logo unveiled for 2018 goes for a more vintage-style cursive text while retaining the bright yellow coloring that has become so emblematic of the brand.
6. Breitling Boutiques will become Breitling Lofts.
As noted above, the look of Breitling’s branded boutiques will also be undergoing some significant changes, with the pilot/adventure/pin-up girl/Pop Art aesthetic giving way to a more sober, luxurious, yet still sporty “loft” atmosphere, hence the new name. The Breitling yellow will still be prominent, but will now be used in concert with the new logo, the stylized “B,” and lots of wood, in dark brown in beige tones. The photos below, of the new Breitling concept store in the Swiss alpine resort town of Zermatt, offer a glimpse of what the other flagship boutiques can expect from their upcoming makeovers. Beijing will see the first of the official Breitling Lofts, and will include masculine and welcoming elements like a pool table and Norton Motorcycles on display.
7. Streamlining is the name of the game, even for bracelets and straps.
“Too much choice is no choice,” Kern said when referring to the current plethora of bracelet and strap options offered on Breitling watch models — Professional, Diver Pro II and III, and Ocean Racer among the rubber choices, plus numerous colors and styles of leather. As part of the clear segmentation of the Breitling families, these options will also be limited, which will help solidify each model’s and each collection’s identity. It is — in an era during which nearly every watch manufacturer seems to be going in the opposite direction, with customization and easy strap interchangeability becoming the name of the game — a bold move. But then, Georges Kern, during his tenure with IWC, has become known for such moves, and they more often than not have paid off.
Keep watching WatchTime.com for further coverage of the evolution of Breitling, including more new models debuting later this month at Baselworld 2018.