2018 marked a significant turning point for Breitling, a brand steeped in aviation history but facing the challenges of a shifting luxury watch market. This year wasn't just about new product releases; it was about a strategic repositioning, a bold recalibration that included a noticeable price increase across many of its lines. This article will delve into the reasons behind the Breitling preiserhöhung (price increase) of 2018, examining its impact on various collections, and analyzing the overall strategy employed by the brand under its new leadership.
The Breitling Summit of 2018, a pivotal event orchestrated under the leadership of Georges Kern, served as a public unveiling of this new direction. While the summit itself focused on a broader brand strategy, the price adjustments were a tangible manifestation of the changes underway. The positive reception of Kern's vision, as alluded to in the provided text ("My overall thoughts of Breitling's first Summit are positive. I think Kern has continued to create a range of watches with a lot more..."), suggests a belief in the long-term value proposition despite the immediate impact of higher prices. The question remains: were these price increases justified, and did they successfully reposition Breitling in the luxury market?
The Price Increase and its Impact on Key Collections:
The 2018 price increase wasn't uniform across all Breitling collections. However, it was noticeable across the board, impacting models within the Breitling Premier, Navitimer, and Superocean lines, among others. This strategic move aimed to enhance the brand's perceived value and compete more effectively with established luxury players. Let's examine the impact on some key areas:
1. Breitling Premier Collection: The Breitling Premier collection, encompassing both the Breitling Premier 40mm and a wider range of Premier watches, received a significant price adjustment. This collection, designed to appeal to a more classic and elegant aesthetic, was positioned as a more accessible entry point into the Breitling world before 2018. The price increase aimed to elevate its perception as a sophisticated and high-quality timepiece, aligning it more closely with competitors in the luxury segment. The 40mm models, particularly popular for their versatility, felt the impact of this increase, shifting them towards a higher price bracket. The success of this strategy hinges on whether the perceived increase in quality and prestige justified the higher price point for consumers.
2. Breitling Chronograph Range: Breitling's legacy is deeply rooted in its chronographs, and the 2018 price increase affected this segment significantly. Models like the Breitling Chronograph 42, known for its robust design and functionality, saw a price adjustment that reflected the brand's overall repositioning. The increased price aimed to reflect the perceived enhanced quality of materials, improved movements, and the overall elevated brand image. Reviews of the Breitling Chronograph 42 post-2018 focused not only on its performance but also on its value proposition in relation to its new price point. The success of this strategy depended on whether the improved quality and brand positioning justified the cost increase.
3. Breitling 40mm Automatic Models: The price increase also impacted Breitling's automatic models, particularly those with a 40mm case size. These watches, often considered versatile everyday wear, experienced a price adjustment that reflected the overall brand strategy. The increased price aimed to position these models as more premium offerings, emphasizing their quality and craftsmanship. The success of this strategy depended on convincing consumers that these models offered superior value compared to similar offerings from competitors at comparable price points.
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