![]() ![]() The collection will be segmented neatly into families, with all pilot-type watches fitting into the Navitimer family, diving watches in the Superocean family, et cetera. New products will reflect this “air-sea-land” diversity, which Kern says was made necessary largely because of the success of a non-aviation model, the Heritage Superocean II, a vintage-inspired diving watch that Kern described as “less loud and less shiny” than many other Breitling models. ![]() Kern pointed out that Breitling’s product history, while certainly tied to the high-flying world of pilots and jets, has always encompassed a broad variety of disciplines, including diving, sailing, and even skiing. Aviation will not, however, be the only theme going forward. “Racy” promotional videos like the above will become a thing of the past, Kern says.Ģ. But such clips were no longer suitable and do not reflect values of today’s society.” At the presentation in New York, he juxtaposed one of the “old” video clips with a video from the upcoming campaign and stated bluntly, “We just can’t show this stuff anymore.” Kern told a Swiss newspaper, “Some customers thought they were funny. Breitling even made news in recent weeks for the removal of “racy” artwork, including a sculpture of a busty woman poised atop a torpedo, from its flagship New York boutique. The new marketing materials and videos we saw were notable for the absence of the latter. ![]() The aviation theme stays, but the sexism goes.īreitling has become notorious in some circles for its hyper-masculine marketing, centered not just around macho scenes of daring fighter pilots but also the imagery of idealized, scantily clad women. Breitling CEO Georges Kern addresses the audience at the New York Roadshow event ![]()
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