Why YouTube has a problem with Breitling

#NSOW #breitling #watchmedia

When prepping for my own video on the Breitling releases and watching others coverage it became clear that most, especially enthusiast, youtubers (and podcasters) have a problem with Breitling as a brand. In short it just isnt worth taking seriously, its a bit of an embarassment, a bit of a joke.

I have a look at why that is, how Breitling do this to themselves and point out that we may be missing opportunities as a result.

I often forget wristchecks so if you want to see what I'm wearing, my collection and other random bits of my life check out my instagram:

[jeanlefranc]

Hi Pete. Being 55 myself, I really feel we’re on a same wavelength. Too bad you’re on the other side of the world, would have enjoyed drinking a few beers and talking watches with you.

Despite YouTube not being your main gig, the amount of proper research, real thinking and honest speaking give your videos meaning, personal opinion and food for thought. Your episode about homage watches (which I’ve viewed several times) is still in my mind when I’m facing that kind of watch. When 99% of watch channel content is usually disposable (except for Hodinkee reference point) I’ m always excited when you post a new video because I know I’ll learn something.

Breitling : I am the proud owner of a blue dial Chronometer Premier 40, still find it beautiful 12 months after purchase and with +2 seconds per day accuracy, could not care less if the movement is ETA, Sellita or in-house. It just does the job jolly well. Not a fan of the 44+mm aviation 1990´s stuff, but like Porsche selling Cayenne to keep the 911 alive and kicking, if this brings the funds to launch better watches, so be it

The YT/Podacast/IG influencers throw their weight in the game (that’s why they are influencers) : NTH is cool, but Squale isn’t. Oris is cool but Breitling isn’t. Grand Seiko is cool but Girard Perregaux isn’t. Mkii is cool but Steinhart isn’t. Which brings to my last point : if you want followers, buy what the algorithm tells you should do. If you want a smile on your face when you open that drawer, buy what you like.

[jamesarthur]

Very interesting Pete & I agree with you. For me as you know I started collecting watches 24 years ago, my journey began with Tag Heuer, Breitling, Omega & Panerai. These were the brands that shaped my collection as well as my passion for watches, being an enthusiast & loving horology or everything about the industry - for me it was never about status or resale as I have never flipped a watch from my collection as I get emotionally attached (I think 💭 it runs in my family DNA 🧬 as my father has always collected various things & would never let them go either). But for me as I got older, had a higher disposal income & was invited to more events by my AD’s I moved onto more expensive brands, buying my first Rolex SUB, then kept buying up & up. Over recent years I have taken a strong interest in macro & Microbrands as you are aware. Last year it was you that sparked my interest in Breitling, and for Christmas 🎄 my family bought my a new Avenger which is awesome & my youngest daughter got a Superocean, but we had largely not been looking at the brand up until seeing you talk about the brand. The Superocean easily compares to a SUB if we put this into prospective perhaps even a SD, the build quality is outstanding.

[JCDenton]

Hey man...been following you since the beginning. glad to see you at almost 3k subscribers. Keep on keeping on. Cheers from NC, USA.

[marks]

Second attempt at post.

When I started collecting in the early 90's Brietling had beautiful thick square color catalogs. Beautiful photographs of planes and aviation.

Like Tag HEUER, Brietling was a case manufacturer in the early 90's. All ETA engines. 2892 and Valjoux 7750. Rolex, PP, VC AND AP (high end manufacturers) were making there own movements. Everyone else was using Swatch Group.

People bought these watches only to find that 10 years later they did not hold there value So a Sub ( no date ) is about 2800 in 93. Comparable Brietling was about 1800. The Rolex held it's value, the Brietling with ETA DID NOT.

[thepariswatchmaitresse]

I think 💭 the mistake as collectors we make is listening to the noise of the watch community that sometimes can be very opinionated or bias here on YouTube then we all get tied up on Rolex or resale, these are mostly things I don’t care about primarily as vintage collector. And after getting a Breitling Superocean for Xmas from my family which was largely influenced by you Pete & the NSOW review I have been super impressed, the build quality, the case is amazing and every aspect makes me question why you would actually buy a Rolex SUB new as a Diver if I am being honest, but people don’t know this because they aren’t exploring the brand.

[gilbertrose]

Thank you, Pete, for your very thoughtful analysis and perspective. Adrian turned me on to you and I’m so glad he did! Keep up the great work-and enjoy the cat and dog!

[inglebybhoy]

Hi Pete!
I’m 55yo and fondly remember the pre-shiny, oversized stuff. My first luxe watch was a Blackbird. I still have it and it’s in mint condition. I fell out of love with it, possibly due to the Breitling detractors over the past 20 years. I’ll be honest, I used to find myself apologising for owning it. “Nice, but I wouldn’t buy another.” However, I now adore this watch. It’s a real beauty. I’m so glad that G Kern is managing to turn the company around. They now have several very attractive pieces and a great movement, the B01. I’d love to have the limited edition chrono.

[paulbrady]

Hi Pete thank you so much for taking the time to explain quickly my angst towards Breitling, I’m few years older than you and knew they were once a brilliant watch maker but I didn’t fully understand the gaudy massive watch years but look forward to seeing the next 2 segments.👍🏻

[dtaylor]

Thanks Pete. I have always appreciated and respected the Breitling brand. However, one of the negatives here in the UK the brand suffered from was the huge number of fake watches bought by UK tourist in countries like Turkey and openly worn on their return. In the last 15 or so years there are more fakes been worn by the general public than genuine watches. This no doubt has had a negative effect on the brands perceived value.

[BlueRam]

Great video. I like the direction Breitling is going, even though I am one of the guys that like the shiny sub-44 mm models. I think that a lot of the models were looking a bit too similar with too many huge watches. I get that the shine/flash is not appealing to many folks. The Avenger line is for the guys like me, and they have adapted to the other lines to expand out to others.

[jeremyrice]

I agree with you 100% about Breitling, but I would argue the majority of watch you tubers feel this way about most brands.
“You can’t charge that much for a ...”
So many don’t want any brand to try be different, unique.
Instead many are forever babbling on about “iconic watches (AKA Old Watches) and about brands sticking to their DNA (don’t change).
Rolex, for instance, is virtually universally praised for staying stuck in the past.
That and many watch guys are snobs. Brands like Brietling and Hublot are identified as brands that can be safely mocked.
Stay safe.

[stevenuk]

I wonder if watch people actually knew how many oversized watches Breitling never sold, grey dealers wouldn't take them at cents on the dollar. This occurs to me that the company really isn't in touch with the market place. Breitling only recently (must have been Georges Kern) said again that they will continue to make oversized watches, surely this is madness?

[jonbashaw]

Awesome thoughts, I would watch the 45 min version and love it, I've been noticing the same negativity as well but thought maybe it was my noobness showing, are you thinking about doing this 3 part style series on more brands like this? Maybe like JLC, Cartier, Rolex, Panerai, Tag?

[bjjrhino]

Hi Pete I always enjoy to hear your thoughts. As someone of similar age I have always viewed Brietling as a pilots watch. In the same way I have always viewed Rolex as a dive watch. I would have to agree with you about the disrespect of the watch world towards this brand

[johnhill]

I bought B2 in 2002, I also own Omega, Rolex and TAG, and 2 more Breitlings. My Breitlings are tools of my trade (pilot) and use a Super Ocean when diving as a hobby. I have no complaints apart from the snobbery against them, then I see the sheer idiocy around Rolex these days. I buy my watches to keep and not trade for a hopeful profit.

[davidjb]

Hi Pete. It seems like Breitling, Panerai and TAG Heuer are the most dumped on big brands in social media, but all 3 seem to be doing fairly well within a general contraction of the luxury mechanical watch market. Case in point, I read the new SuperOcean Heritage 57 'Rainbow' sold out within hours of its launch. Not my style at all, but I can see several of the new 2020 models doing well, especially the Chronomat. So good luck to them for bringing out some fresh new models, even if based on older designs.

[ildefonsogarcia-correasuar]

Peter, first of all, I am almost 61, so you are a young guy and you look the part also (I am not sure if that is the right way to say it in English). You have not said it with these words but maybe you will agree with me if I tell you that some of the YouTubers (which I watch them and I enjoy their material and learn from them) lack HISTORICAL KNOWLEDGE. Yes, I couldn't not agree more, Breitling is not only those "bad years". Some Breitlings from that period are really hideous (in my humble opinion) but there is also Navitimers or Aerospaces (I love them!). I think also, many YouTubers hold agains Breitling that "money retention" is terrible, which is true but that also presents an opportunity if you buy second hand. Here in Madrid (Spain) there is a Breitling official dealer with sells discontinued models with great discounts. And in the same mall there is a Tag Heuer official dealer which does the same, can you image that with Rolex? I my humble opinion Georges Kern is not stupid and he is trying to appeal to the "best angels of Breitling". Even now Breitling's marketing is much more in touch with today's values, with powerful women wearing their watches. Let's give Georges Kern an opportunity because, as you well said, we are the ones who are going to miss out. Love and peace from Spain. Stay safe every one. F***ck Covid-19. Stronger together.

[robertnorth]

For me, the key question is, Why Breitling? That’s a broad question that one breaks down into smaller questions for decision making (e.g., Why a Breitling Super ocean instead of an Oris Aquis at half the price? Or a Rado Captain Hook, or Zodiac, etc.)

[..Copper]

Thank you for putting some respect on Breitlings name. I'm tierd of the circle here going on with all these foolish youtubers fondling over the same watches.

[rickvarsava]

You make a good points about Brietling.