Breitling’s bold move to dominate the mid-range sports watch market
Breitling is clearly determined to overpower the mid-range sports watch part, with a few introductions so far this year and more in the pipeline as it marks its 140th anniversary.
Breitling is clearly determined to conquer the mid-range sports watch segment, with several introductions so far this year and more in the pipeline as it celebrates its 140th anniversary.
Recent Releases and Upcoming Models
The new 38mm Endurance Pro chronograph in vibrant new colors follows the Superocean Rainbow in two sizes and the Superocean Automatic 46 Super Diver, which can dive to depths of 1,000 meters.
Recently, the brand launched the Avenger B01 Chronograph US Naval Academy editions.
Earlier this year, the Giannis Antetokounmpo Edition of the Chronomat also made its debut. It’s hard to keep up with the flurry of releases.
Catering to All Genders
Breitling’s new offerings come in sizes that suit all genders, signaling the brand’s attention to the female market. The variety of colors and case materials available is impressive.
Prices for these new pieces range from $3,400 to $10,200, with the Giannis Antetokounmpo limited editions in gold topping out at $42,500. This price range offers good value considering all Breitling movements are COSC certified and made in-house, some featuring 70-hour power reserves.
Heritage and Tradition
Breitling has a long tradition of accessible sports watches, making it an authentic category for the brand. Founded in 1884 as a chronograph specialist, Breitling initially made chronograph pocket watches, including flight instrumentation and pilot’s watches for the Allies during the wars.
Willy Breitling, grandson of founder Leon Breitling, envisioned the demand for chronographs outside professional applications in the post-war years. He aimed to transition the chronograph from the cockpit to the wrists of sporting men and women.
He achieved similar success with dive watches, making them accessible beyond professional divers like Jacques Cousteau. In doing so, he helped create the sports/chic watch segment and revitalized the chronograph’s popularity.
Strategic Vision Under CEO Georges Kern
Under the direction of CEO Georges Kern, Breitling is leaning into this rich heritage. With several 140th-anniversary watches scheduled for release in August, the brand’s strategy is clear: celebrate its storied past while pushing forward with innovation and inclusivity in the sports watch market.
Breitling’s commitment to the mid-range sports watch segment and its strategic product releases demonstrate the brand’s ongoing dedication to blending tradition with modernity, making high-quality, versatile timepieces accessible to a broad audience.
