Breitling's New CEO Outlines 5-Year Strategy Under House of Brands Structure
Breitling's new CEO, Jean-Marc Pontroué, has detailed a five-year plan that positions the brand within a "House of Brands" structure alongside Gallet and Universal Genève. This strategy aims to de-risk and diversify by leveraging synergies while allowing each brand to maintain its distinct identity and market segment, from entry-level luxury with Gallet to high-end with Universal Genève, with Breitling anchoring the chronograph segment.
- Breitling is now part of a "House of Brands" structure with Gallet and Universal Genève.
- Breitling aims to strengthen its entry-level assortment between CHF 4,000 and CHF 7,000.
- Gallet is positioned as the entry point to Breitling's world, with watches built and serviced by Breitling.
- Universal Genève is positioned at the summit of the luxury hierarchy.
- Breitling Navitimer B09 Chronograph 41 Tribute to Miles Davis is available as a limited edition.
- Gallet Flying Officer Automatic and Chronograph models are available.
- Gallet Multichron Pilot and Sport models are available.
- Gallet Classics Tribute Collection models are available.
The "House of Brands" strategy is compared to an aeroplane with five engines, emphasizing de-risking, diversification, and growth.
Pontroué likens Breitling to a startup, agile and fast, despite its position as a top ten watch brand.
The plan includes moving up into new complications and high-end references, as well as strengthening the entry assortment between CHF 4,000 and CHF 7,000.
The Breitling Navitimer B09 Chronograph 41 Tribute to Miles Davis features a reverse-panda dial in stainless steel and 18k yellow gold, and a blue reverse-panda dial in 950 platinum.
Gallet is described as the entry point to Breitling's world, with all watches built and serviced by Breitling.
Breitling's in-house movements (B01 chronograph and B31 automatic) pushed it out of lower price points, creating a gap that Gallet now fills.
Each brand in the House of Brands structure has its own icons: the Navitimer for Breitling, the Polerouter for Universal Genève, and the Flying Officer for Gallet, which is called the first GMT watch.
Gallet aims to avoid being a "museum brand" while retaining its adventurous spirit, using adventurer partnerships instead of traditional ambassadors.