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Why Breitling's new CEO is steering business away from "hardcore aviation"For the quick clue concerning how independent Swiss watch brand Breitling is evolving under its new CEO Georges Kern, just look at the logo on its upcoming Navitimer 8 replica watches. Gone will be the wings inside aviation-centric brand's logo, replaced instead through the letter B in cursive script - a straightforward, vintage-style logo that references one made use of by Breitling from the 1950s. Speaking in the Navitimer 8 gala launch event stuck Shanghai at the end of January, Kern notes: "Just because (a brandname is related to) aviation does not mean you will need (to show a pilot's) helmet. It is possible to speak about aviation, but also in a contemporary way."The shift outside the brand's focus on flying is probably the most vital moves that Kern makes since officially trying out his appointment at Breitling last August. He is more than just its new CEO; Kern has a stake inside formerly family-owned company, that was sold to European private equity finance firm CVC Partners a year ago. Speaking to us at the Andaz Singapore hotel a week following your Shanghai event, Kern helps it be clear that his long-term goal is made for Breitling to become a commercial powerhouse focusing not only on "big, bulky, polished (metal)" aviation-themed replica watches, and also on being "a generalistic brand" having a wide spectrum of offerings inside the US$3,500 (S$4,600) to US$10,000 price segment. These will broadly include timepieces in three categories - "elegant, sports- elegant and instruments for professionals" - that appeal to women likewise.Breitling CEO Georges KernSPREADING ITS WINGSThe Navitimer 8 B01 chronograph.NEW ERAReference 768, one particular from the 1940s, was one of the historical inspirations with the Navitimer 8.STILL SOARINGThe Navitimer 01 DC-3 edition, full of the familiar slide rule.If you don't reason to doubt which he can certainly make it happen. Just before his go on to Breitling, he was most common if you are one among Richemont Group's top executives. In 2002 for sale rolex watches , he took over as youngest CEO in the luxury conglomerate, after he was appointed to go IWC with the age of 36. Above the next Many years, he took IWC from as being a technically focused, niche watch company to some global luxury brand that stays one of several Richemont Group's top performers. It is an achievement he'll be aiming to repeat - using a greater scale - at Breitling, which, using an estimated annual revenue of 420 million Swiss francs (S$582 million) according to Bloomberg, is a lot larger and better-known than IWC is at 2002.Anybody can already see a lot of Kern's signature strategies constantly in place at Breitling: rich storytelling finished the aid of large-scale events, digital initiatives and several celebrity friends; put together with clearly delineated product categories created for larger audiences beyond pilot's-watch enthusiasts. And it is besides storytelling for mere hype - as Kern repeatedly emphasises, every one of the recent changes at Breitling are rooted rolling around in its rich and surprisingly little-told history, which goes back to 1884.(RELATED: Why Swiss luxury watchmakers should woo millennials inside digital space - and very soon)He tells: "When you gaze at its history, you might have everything, it's phenomenal - and nobody knows about it." While the brand has long emphasised its aviation roots, a great deal of its rolex replica heritage remains unknown to modern buyers. As an illustration, the company played an essential role inside the development of present day chronograph wristwatch, being behind breakthroughs just like the advance of a different push-button for your chronograph's start/stop/reset functions in 1915, and subsequently in 1923, the Citta Bella separation of the start/stop function with the reset function. And, while Omega's Speedmaster has achieved modern-icon status since the first watch within the Moon in 1969, a Breitling Navitimer was actually the first Swiss wrist chronograph to visit to space - accompanying American astronaut Scott Carpenter on his 1962 orbital flight."History gives reassurance to the customer", notes Kern, nodding when asked if he was surprised which the brand had not previously plumbed its deep history, with regards to both marketing and items. He tells: "I was very surprised. Which is a primary reason why I used to be so drawn to the brand. I thought, oh my god, whenever we were to nlarge our segment and our offerings on this price segment, and turn into a generalistic brand in a smart way, it is huge potential."This want to expand Breitling's offerings beyond instruments for pilots and wannabe pilots explains why Breitling's new Navitimer 8 collection falls squarely into sports-elegant instead of tool-watch territory, and bears distinguishing marks of the trademark, past and offer. The Navitimer 8's historical causes of inspiration range from the onboard clocks created by Breitling's aviation instrument division, known as the Huit (French for "eight") Aviation Department, which was founded in 1938. The revolutionary collection has brought an assorted reception, with many questioning its departure through the Navitimer's signature aesthetic. THE NEW NAVITIMER 8Five key models constitute the Navitimer 8 collection, including design accents from the classic Navitimer watch, such as a bidirectional notched bezel and bevelled lugs. Nevertheless the Navitimer 8 contains a cleaner aesthetic, in addition to details sucked from the brand's mid-20th century history: For instance, its font and railway minute track resemble that relating to onboard aviation instruments manufactured by Breitling's Huit Aviation Department, in addition to the look of Reference 768, a 1940s pilot's watch.01 NAVITIMER 8 B01The highlight on the new range is operated by the in-house Calibre B01 , which has a column-wheel chronograph with vertical coupling. The 43mm automatic chronometer is available in steel which has a black or blue dial, or perhaps in red gold which has a bronze dial.02 NAVITIMER 8 UNITIMEA world-time watch that accompany either a silver or black dial, this 43mm COSC-certified chronometeris run by the automated manufacture movement B35. It features a sapphire exhibition caseback.03 NAVITIMER 8 CHRONOGRAPHThe other chronograph with this family members are driven by Calibre 13, an altered movement in line with the Eta Valjoux 7750 workhorse chronograph movement. The 43mm automatic chronometer is available in steel (black or blue dial), or perhaps cool black DLC-coated steel.04 NAVITIMER 8 DAY & DATEAvailable in steel having a blue or black dial, your day & Date is definitely an automatic model that clearly displays the afternoon each week at 12 o'clock along with the date at six o'clock.05 NAVITIMER 8 AUTOMATICBearing a handy date window, this self-winding chronometer measures 41mm in diameter and will come in a steel case with a blue or black dial, as well as black DLC-coated steel.Kern has very little time for such criticism precisely what he deems the narrow take a look at business what is the best it's based. "One thing doesn't exclude one other. What we're doing we have found offering something different. When people ?say this may not be Breitling - to start with replica watches mens , that's wrong; it's totally Breitling because it is all totally based on its history. However the biggest mistake (with what they promise) is this - how come we perform a lot of the same? How come carry out another big, bulky, polished watch? For whom?""WHY Must we DO A lot of the SAME? Why must We all do ANOTHER BIG, BULKY, POLISHED WATCH? FOR WHOM?"For the brand's ambitious CEO and part-owner, you will find there's whole world in existence that Breitling has to explore if it's to actually spread its wings. He tells: "We are in a super-niche segment, with big, bulky pilot's replica watches where we totally dominate the market, yet it's still a market. Therefore, the real question is, will any of us fish within a bigger pond? We're also there, where would be the fish? Could we, inside our price points, make sports-elegant replica watches, instruments for professionals, (and so forth)? I believe it is exactly what we must do." SHANGHAI SURPRISEBreitling shows its new side in a single of their latest key target markets. replica watches Director (left to right), Actor Stephen Fung, Breitling CEO Georges Kern, Chinese Actor Yang Shuo, Korean Actor Ji Sung within the stage. Photo:BreitlingProvocative French singer Serge Gainsbourg, jazz musician Miles Davis and film star Raquel Welch - these are not personalities that you would typically associate with Breitling. But it really was precisely these iconic stars, all fans of Breitling in their time, who had been featured in large black-and-white photos that hung in the ceiling with the Navitimer 8 launch event in Shanghai. The gala was attended by over 300 guests, including celebrities including Hong Kong director/actor Stephen Fung, Chinese actor Yang Shuo and South Korean actor Ji Sung.Combined with the new collection, 60 vintage Breitling timepieces were also showcased. Selected by well-known chronograph collector and today Breitling consultant Fred Mandelbaum from his or her own collection, these historical pieces helped to tell the storyline of the brand. This article is originally published within the Peak Singapore.