On March 9, Swiss watchmaker Breitling unveiled its latest initiative in the new #BreitlingSelect program, a mono-brand watch subscription service. The program, which according to Breitling is the first subscription service to be offered by a singular independent brand, is the company’s latest effort towards expanding its reach to a larger audience, after its previous partnership with Crown & Caliber for an online trade-in program in 2019.
The program will allow subscribers to try up to three Breitling watches within a 12-month contract period, each of which can be chosen from a select portfolio of watches curated by the brand. The cost of the program will include a one-time subscription fee of $450, followed by a monthly payment of $129 for the duration of the year-long contract. Following the program’s conclusion after 12-months, subscribers will be offered one of the three watches for purchase as a value-added piece of the subscription.
Breitling’s new program comes on the heels of previous subscription services, all of which were multi-brand, including WatchGang and the now-defunct Eleven James, and represents the first time a singular brand has launched a subscription service in-house. If the program proves successful in expanding Breitling’s reach to new consumers, it may well signal a shift in the market and inspire other large brands to follow suit.
The #BreitlingSelect program is currently available exclusively to consumers within the United States, though Breitling has said it’s planning to release complementary services to other countries later on.
To learn more, and inquire about registration, you can visit Breitling’s website, here.