While we are preparing for hours and wonders, Breitling jumped to Venice and this week launched a big campaign with Austin Bater. Breitling purchases importance instead of relying on the large commercial exhibition of industry. It is a bold step in a cautious market and gives George Kern the wonderful and his brand a dangerous advantage, especially in the competitive middle class where brands such as Tag Heuer, Tudor and even IWC are competing for customers.
Their signing, Austin Bater, the current golden boy in Hollywood, is not just a famous support; It is aligned with the calculated brand, its ambassador, “the team”, continues with the likes of Stephanie Gilmour, Kelly Salter and Charles Theron. By taking advantage of modern masculinity and old school, James Dean Cole, Breitling exposes himself to a new generation of other young buyers while still adhering to his roots in flying, sea and roots.
But the real genius is not only in those who have fallen, but how they appear. At a time when publishers believe that budgets reduce and support the brand, Breitling works the opposite: investing hard in digital, social and outside home. This means that their hours are not only talked about, but are displayed, photographed, reviewed and repeated through every important channel, especially with the launch of the new B31 movement, which is characterized by the highest new time.
This matters more than ever. With the hours and wonders that are appointed to control the surveillance calendar next week, many brands put all their chips on the presence in Geneva. But Breitling will not be at the exhibition. They do not need to be. By pouring resources in the broader awareness campaigns, they reach the masses outside the industry bubble. In fact, they are skipping the echo room and going out before the gun.
Some executives who watched publicly said that brands that are active during the hours of hours and wonders are “parasites”, and I agree with this partially, but everything is fair in love and war. Instead of paying the exhibition fees, the brand is taking hard on the media and people.
It is a strategy that puts pressure on its closest competitors. Tag Heuer is still celebrating partnerships with Ryan Gosling and Alexandra Daddario. Recently, their sponsorship of Formula 1 must formulate a great return for them. Tudor continues to ride the heritage wave from the attractiveness of heritage with the removal of Rolex’s cousin twice … but without the media muscle. And IWC has maintained a relatively decrease in recent months, but will make a large splash later this year with Formula 1 starring Brad Pitt.
Breitling saturation creates an environment in which brands risk become invisible, not because it has lost its importance, but because it lost the vision.
This trend is especially clear in the middle market, where the brand loyalty is more flexible and often affected by purchasing decisions that exceed the mind, as couples ask for their permission to buy an hour worth $ 8,000. The huge Breitling share of sound means that it appears constantly first in extracts, publications and public places. When you are constantly visible, do you need to persuade people, do you need to be there when making a decision?
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What Breitling is not just marketing; It is the market. They benefit from the retreat cycle, and they dominate the conversation while others calm down. In the space in which perception is everything, this may be the smartest step.
