Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Breitling Revived Its Brand Through Heritage and Transparency
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Swiss watchmaker Breitling staged a remarkable brand revival after years of decline. We focus on the turnaround led by CEO Georges Kern starting in 2017: how he simplified a cluttered product line, opened watchmaking to customers with transparent pricing and a factory tour, and repositioned the brand around aviation heritage and casual cool. Key numbers: Breitling's revenue grew from around 300 million francs in 2017 to over 700 million by 2023. We discuss the risk of alienating loyalists, the role of celebrity…
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