“We are a brand with a very young attitude, we are young and cool. If you compare Breitling with other watchmaking brands at similar price points, you will find that we are by far the coolest, most relaxed, completely OK One of the watchmaking brands that shows modern life and trends.” Breitling CEO Georges Kern said in an interview with The Paper. A few days ago, Breitling released a new Super Ocean watch inspired by its Slow Motion watch. Bright colors and retro design make this new watch look completely different from the past. 
The watches are available in four sizes (46, 44, 42 and 36 mm) with colourful dials and three different metal cases (stainless steel, steel gold-plated and bronze). In addition to its attractive appearance, the new Super Ocean watch is also a leader from a technical point of view. Water-resistant to 300 meters (1,000 feet), the thick hands and indexes are covered with Super-LumiNova® for easy reading underwater. The bezel is inlaid with scratch-resistant ceramic and will not be worn or faded. For safety reasons, most sizes feature a unidirectional rotating bezel; the 46mm model has a bidirectional rotating bezel with a patented locking feature.
"I prefer the uniqueness of this watch. Because in the current diving watch market, most watches are similar, and the unique design, especially the unique design that can be seen at a glance, is the most rare. Following the original design of the 1960s, it is very special when you first see it, and it is completely different from any diving watch on the market.” George Cohen said.
Dialogue with Breitling CEO Georges Kern
This time Breitling proposed a new concept: a sports marine watch, rather than a traditional diving watch. How do you define this concept?
I think it's like cars, we have SUVs, we have sports cars, we have retro cars like Beetles. We just gave the new watch we produced a new name, but it's still a diving watch at heart - as it is, this watch is water resistant to a professional 300 meters, in the 46mm size On the top, there is also a locking device for the diving bezel. But when we put forward a new concept, consumers will have new concerns and associations: you will want to wear it to the beach, to participate in marine sports, and to pass on a more vivid image to consumers.
All product strategies are actually for the entire series, the overall brand service. Whenever a new, refined product appears, it is often to fill a market gap or to meet a unique market need. And diving watches with a stronger sense of movement came into being because of this. In the past, Breitling's Super Ocean Culture series was relatively more elegant, because some consumers wanted to wear a diving watch that could take into account both sports and formal wear. But now, we have created this super ocean watch, which is not only a diving watch, but also a retro watch, and has a distinctive sports character, which can inspire consumers to enjoy marine sports and seaside leisure. It has unique characteristics, and there will be a group of consumers who will be impressed by it.
This time, Breitling chose to cooperate with surfers instead of explorers and divers. Can this be regarded as a way for the brand to try to communicate with young consumers?
In fact, Breitling has always been very young. Whether it is working with surfers or launching sports diving watches, this is how we talk to consumers. This is natural, not deliberate. As for surfing, it has always been one of our Breitling lifestyles. We always cooperate with different extreme athletes in the field of sea, land and air - in the sky we cooperate with aerobatic performance teams, in the ocean we cooperate with surfers, in the On land, we work with motorcycle clubs. The key words of our way of life are freedom, nature and enjoyment of life. In fact, in the post-epidemic era, these casual and comfortable lifestyles are becoming a life that more and more people yearn for.
What efforts has Breitling made in dialogue with young consumers in recent years?
We made a lot of changes. From the product level, to the brand positioning, value, strategy, changes in the past five or six years. We have so much content, stories, and exciting changes going on. For example, the new Navitimer we released this year is one of them. This watch is a replica of a historical classic, but it also incorporates some contemporary aesthetic elements. You can not only see the retro, age-sense design, but also feel instantly moved by the exuberant vitality displayed by this watch.
How does Breitling balance the elements of new trends with the essence of traditional design?
Of course we pay attention to balance, in fact, the core is how to implement and achieve. For example, how to advertise, so you see that we have a Breitling action team, which is a group of characters with different personalities rather than a single image spokesperson. For example, how to design our store display, you know we are always known for retro industrial style, but also with modern and trendy. We don't want to be a retro watch brand, we want to be a brand with a distinct style. Of course, the connection with history is always close - our rich and long history, legend, even in the watchmaking industry, is the envy of countless brands, we will not waste this precious wealth, and will continue to learn from history Get new inspiration and re-interpretation, so that these watches bloom with new and surprising brilliance.
Breitling CEO Georges Kern
Under the retro wave of the global watchmaking industry, Breitling is always the one with great interest. Not only because this watchmaking brand with a history of more than 130 years has a rich and wonderful history that can be traced back in the interpretation of classics, but also because this brand always reproduces classics with a young aesthetic and vision, so there will always be a Works that look back on classic elements that shine in front of people's eyes appear. A redesigned sports watch, the SuperOcean collection, has just been launched – a new collection that recalls the simple beauty of the original SuperOcean Slow Motion in the 1960s and 1970s, while adding modern features and vibrant colours .A few days ago, Breitling released a new Super Ocean watch. The bright colors and retro design make this new watch look completely different from the past.
The new collection recalls the simple beauty of the original SuperOcean Slow Motion watch of the 60s and 70s (SuperOcean Slow Motion), while adding modern functions and colorful bright colors.
In the 1960s, the emerging sport of scuba diving was all the rage, led by the adventures of ocean explorer Jacques Cousteau. When it comes to diving, time is of the essence: almost everything is measured in minutes. Therefore, Breitling designers removed redundant functions that were not related to the need for underwater life-saving - even the second hand, which is the most daring design, because divers don't really need it, the chronograph in minutes instead. It is called "Slow Motion" because it takes an hour to walk in a circle.The original Slow Motion watch got its name because the seconds hand was removed and the hands of the watch seemed to move slowly.
The bronze Super Ocean watch features a gradient vintage dial.
Breitling is now launching a new Super Ocean watch, which is intended to highlight the design concept of the Slow Motion minimalist tool watch. Although the design has been altered to suit the needs of modern wearers, a closer look reveals that several details still pay homage to the original watch.The watches are available in four sizes (46, 44, 42 and 36 mm) with colourful dials and three different metal cases (stainless steel, steel gold-plated and bronze). In addition to its attractive appearance, the new Super Ocean watch is also a leader from a technical point of view. Water-resistant to 300 meters (1,000 feet), the thick hands and indexes are covered with Super-LumiNova® for easy reading underwater. The bezel is inlaid with scratch-resistant ceramic and will not be worn or faded. For safety reasons, most sizes feature a unidirectional rotating bezel; the 46mm model has a bidirectional rotating bezel with a patented locking feature.
Based on the Slow Motion design, the new watch features a "square" minute hand and a "circle" second hand.
On top of that, the Slow Motion has a unique square minute hand, a throwback in design, paired with a high-contrast minute scale. The circular indicator window at 6 o'clock, the "small dot", that many watch fans remember vividly, displays different colors depending on whether the chronograph function in minutes is on, paused or off. The new version pays homage to this much-loved design with a "circle" near the tip of the seconds hand."I prefer the uniqueness of this watch. Because in the current diving watch market, most watches are similar, and the unique design, especially the unique design that can be seen at a glance, is the most rare. Following the original design of the 1960s, it is very special when you first see it, and it is completely different from any diving watch on the market.” George Cohen said.
Surfing legends Kelly Slater, Stephanie Gilmore and Sally Fitzgibbons form the Breitling Surfers Squad to promote the new Super Ocean watch collection Appeared again.
Unlike ordinary diving watches that invite explorers and diving experts to speak for the watch, Breitling invited surfers to interpret this new marine sports watch. Surfing legends Kelly Slater, Stephanie Gilmore and Sally Fitzgibbons are back to promote the new Superocean collection. The collection also features a special edition of the Superocean Automatic 42 Kelly Slater. Breitling and the surfing champion jointly designed this watch, which is limited to 1,000 pieces. The bright orange dial is matched with the hot green rubber strap in memory of his father.Dialogue with Breitling CEO Georges Kern
This time Breitling proposed a new concept: a sports marine watch, rather than a traditional diving watch. How do you define this concept?
I think it's like cars, we have SUVs, we have sports cars, we have retro cars like Beetles. We just gave the new watch we produced a new name, but it's still a diving watch at heart - as it is, this watch is water resistant to a professional 300 meters, in the 46mm size On the top, there is also a locking device for the diving bezel. But when we put forward a new concept, consumers will have new concerns and associations: you will want to wear it to the beach, to participate in marine sports, and to pass on a more vivid image to consumers.
All product strategies are actually for the entire series, the overall brand service. Whenever a new, refined product appears, it is often to fill a market gap or to meet a unique market need. And diving watches with a stronger sense of movement came into being because of this. In the past, Breitling's Super Ocean Culture series was relatively more elegant, because some consumers wanted to wear a diving watch that could take into account both sports and formal wear. But now, we have created this super ocean watch, which is not only a diving watch, but also a retro watch, and has a distinctive sports character, which can inspire consumers to enjoy marine sports and seaside leisure. It has unique characteristics, and there will be a group of consumers who will be impressed by it.
This time, Breitling chose to cooperate with surfers instead of explorers and divers. Can this be regarded as a way for the brand to try to communicate with young consumers?
In fact, Breitling has always been very young. Whether it is working with surfers or launching sports diving watches, this is how we talk to consumers. This is natural, not deliberate. As for surfing, it has always been one of our Breitling lifestyles. We always cooperate with different extreme athletes in the field of sea, land and air - in the sky we cooperate with aerobatic performance teams, in the ocean we cooperate with surfers, in the On land, we work with motorcycle clubs. The key words of our way of life are freedom, nature and enjoyment of life. In fact, in the post-epidemic era, these casual and comfortable lifestyles are becoming a life that more and more people yearn for.
What efforts has Breitling made in dialogue with young consumers in recent years?
We made a lot of changes. From the product level, to the brand positioning, value, strategy, changes in the past five or six years. We have so much content, stories, and exciting changes going on. For example, the new Navitimer we released this year is one of them. This watch is a replica of a historical classic, but it also incorporates some contemporary aesthetic elements. You can not only see the retro, age-sense design, but also feel instantly moved by the exuberant vitality displayed by this watch.
How does Breitling balance the elements of new trends with the essence of traditional design?
Of course we pay attention to balance, in fact, the core is how to implement and achieve. For example, how to advertise, so you see that we have a Breitling action team, which is a group of characters with different personalities rather than a single image spokesperson. For example, how to design our store display, you know we are always known for retro industrial style, but also with modern and trendy. We don't want to be a retro watch brand, we want to be a brand with a distinct style. Of course, the connection with history is always close - our rich and long history, legend, even in the watchmaking industry, is the envy of countless brands, we will not waste this precious wealth, and will continue to learn from history Get new inspiration and re-interpretation, so that these watches bloom with new and surprising brilliance.
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