While preparing for Watches & Wonders, Breitling jumped the gun and launched a big campaign with Austin Butler this week. Instead of relying on the industry’s major trade fair, Breitling buys the level of relevance. It provides a bold move in a cautious market and a great advantage for its magnificent Georges Kern and its brand, especially in the competitive middle layer where brands such as Tag Heuer, Tudor and even IWC compete for customers.
The latest signatures are Hollywood’s current golden child Austin Butler is not just a famous approval; Stephanie Gilmore, Kelly Slater and Charlize Theron, such as ‘staff’ an calculated brand alignment. Touching modern masculinity and old school James Dean Cool, Breitling is still holding a new generation of young luxury buyers while clinging to aviation, sea and automotive roots.
But even the truth is not just who they have signed, they come out. Breitling makes the opposite at a time when publishers seem to have dried budgets and brand support: to invest in digital media more than social and home. This means that their watches are not only spoken, especially with the launch of the new B31 in -house movements, especially in the newest times, are located on every channel, photographed, reviewed and repeated.
And that’s more important than ever. With the watches and wonders that will dominate the clock calendar next week, many brands put all their chips into the asset in Geneva. But Breitling won’t even be at the fair. Does not need to be. By pouring resources into wider awareness campaigns, they reach the masses far beyond the industrial balloon. In fact, they jump the echo room and stand out before the gun goes out.
Some clock CEOs clearly said that the brands activated during the Watches & Wonders were ‘parasites’ and I partially agree, but everything is fair in love and war. Instead of paying exhibition fees, brand is forced to media and people.
A strategy that presses its closest competitors. Tag Heuer is still famous for Ryan Gosling and Alexandra Daddario. Most recently, Formula 1 sponsorship should make them a large return. Tudor continues to ride the inheritance attractiveness because Rolex’s cousin has been removed twice … But without the media muscle. And the IWC has hired a relatively low profile in recent months, but with Brad Pitt’s Formula 1 film, it will make a big leap later this year.
Breitling’s media saturation creates an environment in which brands are at risk of being invisible, not because brands lose their relevance, but because they lose their visibility.
This tendency is especially evident in the middle market where brand loyalty is more fluent and the purchasing decisions are often affected by the most affected. Breitling’s big share of sound means that they constantly appear in feeds, publications and public spaces. Do you need to convince people while we are constantly visible, do you need to be there when decided?
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What Breitling does is not just marketing; Sunday construction. They take advantage of a retreat cycle, and others do not rule as they become silent. And in an area where the perception is everything, this can be the smartest movement.
