Georges Kern took over as CEO of Breitling in 2017 after having served at Richemont for several years. Over the past seven years he has been responsible for turning the 140-year-old Swiss brand around with the annual turnover now approaching US$1 billion. A focus on fewer models, Breitling’s heritage, and streamlined distribution has led to the brand’s revival. In a free-flowing conversation with India Today Spice, Kern talks about India’s importance for Breitling, sustainability, smart perfect Breitling replica watches; how he keeps the brand’s heritage alive, and a lot more.
How important is India as a market for Breitling?
For me, it is a key market because of its huge potential. It’s a large country, and more importantly, it’s a young country. If you do it right, in terms of getting infrastructure, roads, public transport, etc., in order, this country will go through the roof. So, we just want to be here. We are now in our segment, the third largest brand. And we will continue to grow. We just opened two new boutiques in India in Chennai and Hyderabad (taking the total number to three) and we plan to have 10 boutiques in the next two years. Also, with the Free Trade Agreement (FTA) coming through, we will look at investing more in India.
AAA UK Breitling fake watches has seen immense growth since you took over. Have you reinvented the brand?
I don’t think we have reinvented the brand. We are using it to its full potential. We have reshaped the brand. When Tom Ford went to Gucci, he didn’t reinvent the brand. It was already there, but he reshaped it; same thing for brands such as Moncler, Louis Vuitton or Dior. They are all based on a certain design. But when someone new takes over, they take the essence of the brand and reshape it. When you think about it, in the luxury industry there are no new brands. I would never try to build a brand from scratch because then there is no story and the customer wants a story. That’s true for all the brands I have mentioned. When I took over seven years ago, the brand was not relevant. It was totally in the ‘80s. So, the challenge was to make it relevant, but still retain its historical aspects.
So, what are some of the things that you did to keep the brand relevant?
I am an aesthete and I like beautiful things. At the end of the day, there is one thing that counts—beautiful products. I don’t think smartness is enough to run a luxury company. If you put a McKinsey or Goldman Sachs fellow at the head of Brietling, I think he will fail dramatically, even though he may be a million times smarter than me or my team. But it is not enough. The ultimate thing is your capacity to sense what the market needs; what is beautiful and what appeals to people. Cheap Breitling copy watches appeals to people. I don’t know anybody who doesn’t like it. And once you have that, then you can have the financiers and logistics guys make it run. So basically, the look and feel of the top replica Breitling watches has changed.
How important is sustainability for Breitling?
Fighting plastic, that’s my theme. We are trying to be plastic free at luxury fake Breitling watches. But it is difficult. For instance, you need to put a bit of plastic to protect the dial. So, there is always some plastic remaining. But then at least you can recycle it. Our boxes are made from recycled plastic.
Do you think smartwatches are a disruptor? Will they impact the watch industry?
Digital and analogue Breitling replica watches for sale are complimentary. One doesn’t exclude the other. Analogue watches have emotions attached to them. They are bought as gifts or on special occasions. You don’t throw an analogue watch away, like you do your iPhone. They are not a commodity like a digital watch. Analogue super clone Breitling watches online are a piece of art, they are an aesthetic statement. You don’t need a watch just to tell the time. It is part of your lifestyle. I think Captain Kirk on Star Trek will also wear it in 200 years!
Talking of watches being an emotion, which was your first watch?
My father was a jeweller so I had several Breitling fake watches wholesale but they were not Breitling so I will not mention the names. But I still have all my watches; I will give them to my son.
If you were to pick one best quality Breitling replica watches that you would recommend as an heirloom?
Difficult. But our biggest icon is the Navitimer; it is our most recognisable watch.
How important are online sales for you?
You know, give me one industry where 60 per cent of the industry is not online. 60 per cent of the China 2024 replica Breitling watches industry is not online. Rolex, Patek [Philippe], Audemars [Piguet], etc are not online. But people are still queuing up to buy them. We are not selling sneakers where you know the model and you click and buy. Here you want to go with your friend, wife, girlfriend, and have them see how it looks on your wrist. Of course, the decision process is made online. You research it online but you buy it physically. Currently only around 15 per cent of our sales are online, which is nothing. And these are mostly leather straps. No one will buy steel bracelets online because then who is going to shorten it?