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A definitive guide to men&#039;s premium fashion and lifestyle, as well as Hollywood celebrities.

DA MAN Magazine - Make Your Own Style!

Breitling CEO Georges Kern chats with Joezer Mandagi about the brand’s presence beyond its products and how it affects real change through its sustainability efforts
<figure id="attachment_93902" aria-describedby="caption-attachment-93902" style="width: 649px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93902" src="https://backend.daman.co.id/wp-content/uploads/2023/12/Georges-Kern.jpg" alt="Breitling CEO Georges Kern" width="649" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/Georges-Kern.jpg 649w, https://backend.daman.co.id/wp-content/uploads/2023/12/Georges-Kern-203x300.jpg 203w, https://backend.daman.co.id/wp-content/uploads/2023/12/Georges-Kern-315x466.jpg 315w" sizes="(max-width: 649px) 100vw, 649px" /><figcaption id="caption-attachment-93902" class="wp-caption-text">Georges Kern</figcaption></figure>
Throughout 2023, Breitling has unveiled an amazingly diverse array of timepieces, including a Ford Thunderbird model within its Top Time Classic Cars collection to a new 42 mm Classic AVI assortment honoring four legendary planes, new Navitimers in 36 and 32 mm sizes and— most recently—the new Avenger watches. Beyond its novelties, however, Breitling has also continued to strengthen brand awareness through its iconic Squads and opened new boutique concepts interwoven with exciting F&amp;B ideas. And on top of all that, the brand continues to lead the way in introducing sustainable business and production processes. To discover how Breitling is creating real change across the board, we recently sat down with CEO Georges Kern for an intercontinental chat about the brand’s novel creations and the novel way it creates.
<figure id="attachment_93890" aria-describedby="caption-attachment-93890" style="width: 683px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93890" src="https://backend.daman.co.id/wp-content/uploads/2023/12/1.jpg" alt="Breitling CEO Georges Kern" width="683" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/1.jpg 683w, https://backend.daman.co.id/wp-content/uploads/2023/12/1-213x300.jpg 213w, https://backend.daman.co.id/wp-content/uploads/2023/12/1-315x443.jpg 315w" sizes="(max-width: 683px) 100vw, 683px" /><figcaption id="caption-attachment-93890" class="wp-caption-text">The Breitling Avenger B01 Chronograph 44 Night Mission</figcaption></figure>
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<figure id="attachment_93891" aria-describedby="caption-attachment-93891" style="width: 645px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93891" src="https://backend.daman.co.id/wp-content/uploads/2023/12/2.jpg" alt="Breitling CEO Georges Kern" width="645" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/2.jpg 645w, https://backend.daman.co.id/wp-content/uploads/2023/12/2-202x300.jpg 202w, https://backend.daman.co.id/wp-content/uploads/2023/12/2-315x469.jpg 315w" sizes="(max-width: 645px) 100vw, 645px" /><figcaption id="caption-attachment-93891" class="wp-caption-text">The Breitling Avenger Automatic GMT 44</figcaption></figure>
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DAMAN: Before anything else, congratulations on the recent launch of the new Breitling Avenger collection. What can you tell us about these new timepieces and what about them are you personally most excited about? 
Georges Kern: First of all, it is a key line in our assortment. The Avenger was always a very strong line and reflects the characteristics of the brand in terms of T being an outdoor brand, being sporty, being a pilot’s brand. As you know, we have three watch collections in the Air universe: We have the Classic AVI, the Navitimer and the Avenger. So, strategically and commercially, the Avenger is a very important line It has been updated with a redesign centered on sleek aviation detailing and wear-resistant materials. We have also aesthetically reworked and optimized the pushers, the crown and the lugs. The biggest step, of course, is the introduction of our Breitling Manufacture Caliber 01 movement in the Avenger chronographs. I think this is quite a change, but it is also, for me, a very beautiful evolution.
<figure id="attachment_93892" aria-describedby="caption-attachment-93892" style="width: 696px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93892" src="https://backend.daman.co.id/wp-content/uploads/2023/12/3.jpg" alt="Breitling CEO Georges Kern" width="696" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/3.jpg 696w, https://backend.daman.co.id/wp-content/uploads/2023/12/3-218x300.jpg 218w, https://backend.daman.co.id/wp-content/uploads/2023/12/3-315x434.jpg 315w" sizes="(max-width: 696px) 100vw, 696px" /><figcaption id="caption-attachment-93892" class="wp-caption-text">The Breitling Top Time B01 Ford Thunderbird</figcaption></figure>
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<figure id="attachment_93893" aria-describedby="caption-attachment-93893" style="width: 944px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93893" src="https://backend.daman.co.id/wp-content/uploads/2023/12/4.jpg" alt="Breitling CEO Georges Kern" width="944" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/4.jpg 944w, https://backend.daman.co.id/wp-content/uploads/2023/12/4-295x300.jpg 295w, https://backend.daman.co.id/wp-content/uploads/2023/12/4-768x781.jpg 768w, https://backend.daman.co.id/wp-content/uploads/2023/12/4-315x320.jpg 315w" sizes="(max-width: 944px) 100vw, 944px" /><figcaption id="caption-attachment-93893" class="wp-caption-text">The Top Time Classic Car watches collection</figcaption></figure>
DA: If we could revisit one of the earlier highlights of the year, we had the new Ford Thunderbird model joining the Top Time Classic Cars collection. How has this expanded lineup been doing? 
GK: The Top Time, the Premier and the Superocean that we relaunched earlier this year and last year were basically new products. The Top Time was developed by Willy Breitling as younger execution of the Premier in the 1960s. And this partnership with these classic cars—Ford Mustang, Shelby Cobra, Ford Thunderbird and Chevrolet Corvette —is very cool and gives it a different angle which covers different markets than the Premier. The Premier is more about watchmaking, history, craftsmanship, while the Top Time has a different angle. It has been doing very well. We are, as you know, a generalist brand. If you were to compare it with, for instance, an automobile manufacturer: we offer SUVs, convertibles and limousines. I would say that the Premier is a coupé and the Top Time is a roadster.
<figure id="attachment_93894" aria-describedby="caption-attachment-93894" style="width: 1092px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93894" src="https://backend.daman.co.id/wp-content/uploads/2023/12/5.jpg" alt="Breitling CEO Georges Kern" width="1092" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/5.jpg 1092w, https://backend.daman.co.id/wp-content/uploads/2023/12/5-300x264.jpg 300w, https://backend.daman.co.id/wp-content/uploads/2023/12/5-1024x900.jpg 1024w, https://backend.daman.co.id/wp-content/uploads/2023/12/5-768x675.jpg 768w, https://backend.daman.co.id/wp-content/uploads/2023/12/5-315x277.jpg 315w" sizes="(max-width: 1092px) 100vw, 1092px" /><figcaption id="caption-attachment-93894" class="wp-caption-text">the Breitling Townhouse Hannam in Seoul</figcaption></figure>
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<figure id="attachment_93895" aria-describedby="caption-attachment-93895" style="width: 1134px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93895" src="https://backend.daman.co.id/wp-content/uploads/2023/12/6.jpg" alt="Breitling CEO Georges Kern" width="1134" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/6.jpg 1134w, https://backend.daman.co.id/wp-content/uploads/2023/12/6-300x254.jpg 300w, https://backend.daman.co.id/wp-content/uploads/2023/12/6-1024x867.jpg 1024w, https://backend.daman.co.id/wp-content/uploads/2023/12/6-768x650.jpg 768w, https://backend.daman.co.id/wp-content/uploads/2023/12/6-315x267.jpg 315w" sizes="(max-width: 1134px) 100vw, 1134px" /><figcaption id="caption-attachment-93895" class="wp-caption-text">The Breitling Kitchen in Geneva</figcaption></figure>
DA: Of course, the Breitling Squads have always piqued our interest, especially now that there’s an actual Indonesia Squad. On that note, the more established teams—such as the Aviation Pioneer Squad or the All Star Squad—all represent a specific field or discipline that relates closely to Breitling’s DNA. How do you envision the role and impact of region-based squads? 
GK: We have one in China, for instance; we have one in Spain, we have several celebrities we work with in Germany. This is really to push local brand awareness and it’s about identifying with local celebrities. So, the objectives are different compared to the theme-oriented squads we have. We will have more local squads, not only in Indonesia and China, but all over the world. Even in the U.S. some of them are more known locally than internationally, to be honest. Take Chloe Kim, for instance. She’s very well known in the U.S. as a snowboarder, and she’s won several gold medals. But I don’t think she is as international as, say, Charlize Theron.
<figure id="attachment_93896" aria-describedby="caption-attachment-93896" style="width: 987px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93896" src="https://backend.daman.co.id/wp-content/uploads/2023/12/7.jpg" alt="Breitling CEO Georges Kern" width="987" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/7.jpg 987w, https://backend.daman.co.id/wp-content/uploads/2023/12/7-300x292.jpg 300w, https://backend.daman.co.id/wp-content/uploads/2023/12/7-768x747.jpg 768w, https://backend.daman.co.id/wp-content/uploads/2023/12/7-315x306.jpg 315w" sizes="(max-width: 987px) 100vw, 987px" /><figcaption id="caption-attachment-93896" class="wp-caption-text">Inside the Breitling Townhouse Hannam in Seoul</figcaption></figure>
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<figure id="attachment_93897" aria-describedby="caption-attachment-93897" style="width: 832px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93897" src="https://backend.daman.co.id/wp-content/uploads/2023/12/8.jpg" alt="Breitling CEO Georges Kern" width="832" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/8.jpg 832w, https://backend.daman.co.id/wp-content/uploads/2023/12/8-260x300.jpg 260w, https://backend.daman.co.id/wp-content/uploads/2023/12/8-768x886.jpg 768w, https://backend.daman.co.id/wp-content/uploads/2023/12/8-315x363.jpg 315w" sizes="(max-width: 832px) 100vw, 832px" /><figcaption id="caption-attachment-93897" class="wp-caption-text">Breitling Top Time B01 Ford Thunderbird</figcaption></figure>
DA: Another interesting aspect of the Breitling experience that we took note of is the brand’s boutiques. We definitely heard about the Breitling Townhouse Hannam in South Korea, there was the opening of the second Breitling Kitchen in Geneva earlier this year and the Breitling boutique in Indonesia with its industrial-loft concept also garnered a lot of attention. What is the overarching strategy that underlies Breitling’s physical retail outlets? 
GK: I think it’s essential. For me the boutiques are probably the most important image building element of our brand besides the products. We now have more than 240 boutiques and will have, by the end of the fiscal year, roughly three hundred. And you see them all over the world. That visibility is of value and creates an image that you are part of the big players. The second thing is that many people prefer to get the whole experience and shop in a boutique because they have all the storytelling, they have all the products and they can dive into our brand universes. So, both in terms of image and in terms of turnover boutiques are an key element. And you’re right, it’s all about the experience; and that’s the reason why we introduced our food and beverage concept like we did in Korea or in Geneva. It adds to the image and to the storytelling. Today you cannot disconnect luxury. We compete with travel, with museums, obviously with fashion, cars—it’s all the same thing. Everybody now is going into F&amp;B. It is the natural expansion of a boutique.
<figure id="attachment_93898" aria-describedby="caption-attachment-93898" style="width: 690px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93898" src="https://backend.daman.co.id/wp-content/uploads/2023/12/9.jpg" alt="Breitling CEO Georges Kern" width="690" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/9.jpg 690w, https://backend.daman.co.id/wp-content/uploads/2023/12/9-216x300.jpg 216w, https://backend.daman.co.id/wp-content/uploads/2023/12/9-315x438.jpg 315w" sizes="(max-width: 690px) 100vw, 690px" /><figcaption id="caption-attachment-93898" class="wp-caption-text">Lab-grown diamond setting</figcaption></figure>
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<figure id="attachment_93899" aria-describedby="caption-attachment-93899" style="width: 688px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93899" src="https://backend.daman.co.id/wp-content/uploads/2023/12/10.jpg" alt="Breitling CEO Georges Kern" width="688" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/10.jpg 688w, https://backend.daman.co.id/wp-content/uploads/2023/12/10-215x300.jpg 215w, https://backend.daman.co.id/wp-content/uploads/2023/12/10-315x440.jpg 315w" sizes="(max-width: 688px) 100vw, 688px" /><figcaption id="caption-attachment-93899" class="wp-caption-text">Super Chronomat Automatic 38 Origins</figcaption></figure>
DA: Not too long ago, Breitling issued its third annual sustainability mission report and we noticed how the Origins Label was at the top of the list of updates from the brand. Can you give us a brief primer on this initiative and why it’s so important for Breitling? 
GK: So, I have a couple of beliefs. First of all, either as a person or as a corporation, we have to do the maximum we can in our sphere of influence, to be respectful to our planet and to the people. If you have a certain influence like Breitling has, even if you’re a small company, you can engage yourself into, for instance, fighting plastics in the ocean. But the ultimate thing we need to do is to provide transparency of our supply chain to retailers to consumers. So, every Breitling watch with an Origins label comes with its own NFT , a digital passport if you’d like, where the supply chain of the precious materials used in this watch is transparently documented. We started this with the Super Chronomat Automatic 38 Origins watch. Why? It is the first product where we introduced the better gold and better diamonds – artisanal and small-scale gold and lab-grown diamonds that are fully traceable to their source. The quality of  lab-grown diamonds is the same, or even better, and the appearance is the same or even nicer than mined diamonds. And it has been very well received. We talk about the fact that we don’t use mined diamonds, we disclose the value chain and engage with and support the local communities. We know with how much energy and with what kind of energy a diamond was produced— renewable or non-renewable energy. We can provide the same transparency with gold. We buy the gold from what we call an artisanal and small-scale mine. We know that the communities are respected; the environment is respected and so on. With the watches bearing the Origins Label we can explain where the gold comes from, where the diamonds are coming from and how they’re produced, how large the carbon footprint is, etc. In future we will be able to offer full transparency to everybody in terms of sourcing. It’s a question of transparency and respect to the client.
<blockquote>“Either as a person or as a corporation, we have to do the maximum we can in our sphere of influence, to be respectful to our planet and to the people”</blockquote>
DA: When people think about sustainable practices for corporations, what usually comes to mind are petrochemicals, auto manufacturing and the like—not watchmaking. In your opinion, how much of an impact does the watchmaking industry’s sustainability have on a global scale? 
GK: You’re absolutely right. As I said, we should do the maximum we can within our sphere of influence. And what is fundamentally our influence? Considering the customer base we have in the luxury industry we can be as influential as many other brands in other industries. Our influential clients can spread the word. We introduced, for instance, upcycled packaging, we have Econyl straps, which are crafted from maritime waste, including lost and discarded fishing nets, we engage—as I mentioned—in the Origins watch, we have these partnerships with foundations to fight plastics in the ocean, etc. This is something that our clients can leverage and talk about. So, it’s not Breitling’s impact; it’s the impact of our customers, who are proud to buy our products and who can say to the world: “Look what these guys can successfully do. I am supporting them.”
<figure id="attachment_93900" aria-describedby="caption-attachment-93900" style="width: 692px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93900" src="https://backend.daman.co.id/wp-content/uploads/2023/12/11.jpg" alt="Breitling CEO Georges Kern" width="692" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/11.jpg 692w, https://backend.daman.co.id/wp-content/uploads/2023/12/11-216x300.jpg 216w, https://backend.daman.co.id/wp-content/uploads/2023/12/11-315x437.jpg 315w" sizes="(max-width: 692px) 100vw, 692px" /><figcaption id="caption-attachment-93900" class="wp-caption-text">Sand or blue coloured military leather strap for the new Avenger collection</figcaption></figure>
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<figure id="attachment_93901" aria-describedby="caption-attachment-93901" style="width: 687px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-93901" src="https://backend.daman.co.id/wp-content/uploads/2023/12/12.jpg" alt="Breitling CEO Georges Kern" width="687" height="960" srcset="https://backend.daman.co.id/wp-content/uploads/2023/12/12.jpg 687w, https://backend.daman.co.id/wp-content/uploads/2023/12/12-215x300.jpg 215w, https://backend.daman.co.id/wp-content/uploads/2023/12/12-315x440.jpg 315w" sizes="(max-width: 687px) 100vw, 687px" /><figcaption id="caption-attachment-93901" class="wp-caption-text">Breitling Avenger B01 Chronograph 44</figcaption></figure>

Exclusive chat with Breiting CEO Georges Kern

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Georges Kern