New faces and new movements for its high-end Premier B01 Chronograph
Breitling’s biggest marketing success of the last few years has been to abandon the use of the celebrity ambassadors traditionally employed by luxury brands and to concentrate instead on groups of like-minded individuals – or ‘squads’ – to promote specificThere has been the Breitling Cinema Squad , the Surfer Squad and the Explorer Squad .
The Founders Squad – presumably one of the brand’s more cost-effective signings – were clearly deployed to remind customers of Breitling’s watchmaking heritage, particularly when it comes to developing chronographs. The trio were used to promote a handsome new line of 1940s-inspired chronographs, theToday that Premier line gets some new members to its family, all featuring updates to the dial as well as brand new movements.
The main selling point for Breitling is its use of its own in-house mechanical movement in these new models, the self-winding Calibre 01 that debuted in its Chronomat B01 in 2009, and has since been rolled out to other models. The Calibre 01 is certified to -4/ +6 seconds a day while the company says it has undergone testing equivalent to a 16-year aging process, including shock testing and crown testing.
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