Breitling x fighter planes
The Hindu
In time for Dubai Watch Week, the Swiss watch brand finds inspiration in legendary military aircraft with the Super AVI
Breitling boss Georges Kern is well aware of the importance of both ‘cool’ and storytelling when selling luxury watches. Earlier this year, he joined forces with the fashion gaming app, Drest, made strong brand connections with sports like surfing and cycling, and more recently, released a trio of Top Time watches based on cult American cars. Now, just in time for Dubai Watch Week, comes Super AVI, a new Breitling line for aviation enthusiasts. It comprises five watches inspired by four classic planes – the North American Aviation P-51 Mustang, the Vought F4U Corsair, the Curtiss P-40 Warhawk and the de Havilland Mosquito. “It is very important to attach a story to each of the lines we have in our collection, to create that emotion, in addition to the roots of the past,” Kern, CEO at the Swiss watchmaker since 2017, says at the media launch in Dallas.
The Super AVI Q&A presentation is preceded by a visually impressive marketing campaign with the legendary aircraft flying in formation into the National Aviation Education Centre. There’s a closing shot of Kern signing off from the cockpit.