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Breitling reaches out to wider audience through Premier, Navitimer collections
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A Breitling Navitimer 1 Automatic 38 with a black dial and black alligator leather strap. (Breitling/File)
B
reitling, a Swiss luxury watch brand associated with aviation, is making efforts to reach out to a wider audience through the Premier and Navitimer collections.
Daphne Foo, the senior regional marketing manager of Breitling Southeast Asia, said the Premier collection marked a return of a collection the company used to have.
According to Breitling’s official website, the original Premiers were launched in the 1940s and dedicated to everyday elegance.
“So these are a very elegant look, you might find it a bit different from the rest [of the collection], which is bigger and more sporty. But the whole idea is that we definitely want to be able to reach out to different consumers, […] because not everybody likes [big watches]. If they like elegant [models], Premier is a very good choice,” Daphne told The Jakarta Post during a media gathering.
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When the new Premier collection was launched in mid-2018, Breitling also introduced the "cinema squad" with film stars Adam Driver, Brad Pitt and Charlize Theron. The three actors were part of a campaign that used the hashtag #SquadOnAMission.
Driver, Pitt and Theron are seen wearing watches from the Navitimer collection in the campaign.
Broadway and film actor Adam Driver wears the Navitimer 1 B01 Chronograph 43. The watch is said to have been popular among pilots and aeronautical enthusiasts since 1952. It has a steel case, black dial with a red seconds hand, silver chronograph counters and applied hour markers. The famous circular aviation slide rule, highly useful for pilots in the pre-digital era, can be handled smoothly and easily thanks to its bidirectional ratcheted rotating bezel.
Theron, meanwhile, wears the Navitimer 1 Automatic 38. The watch has more compact dimensions than standard Breitling watches. It still retains the signature slide rule but it is non-chronograph. The bidirectional bezel is finely beaded, combined with a clean dial and date window at 6 o’clock.
