Breitling Brand History

Breitling Brand History


by Olivier Müller
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Breitling has played a major role in the development of the wrist chronograph. All its models are chronometer-certified. Breitling also produces its own mechanical chronograph movement, developed and manufactured in its own workshops. This family business is also one of the last remaining independent Swiss watch brands.

Breitling Brand History – The inventor of the modern chronograph

In founding his workshop in the Swiss Jura in 1884, Léon Breitling chose to devote himself to a demanding field: that of chronographs and timers. These precision instruments were intended for sports, science and industry. The brand accompanied the boom of competitive sports and of the automobile – as well as the first feats of the aviation pioneers.

Léon Breitling

Léon Breitling

In 1915, it invented the first independent chronograph pushpiece. In 1923, it perfected this system by separating the stop/start functions from that of resetting. This patented innovation thereby made it possible to add several successive times without returning the hands to zero – which proved useful both for timing sports competitions and for calculating flight times. In 1934, Breitling set the final touch to the modern face of the chronograph by creating the second independent reset pushpiece – a decisive breakthrough that was soon adopted by the competition.

Breitling first Wrist Chronograph (1915)

Breitling first Wrist Chronograph (1915)

Breitling Brand History – The 1969 turn

In 1969, the brand took on one of the greatest 20th century watchmaking challenges by presenting the first selfwinding chronograph movement, developed with Heuer and M. Dubois. In 1984, Breitling heralded the rebirth of the mechanical chronograph by launching the famous Chronomat, which has since become its leading model, based upon the 1969 invention.

Breitling Original Chronomat (1984)

Breitling Original Chronomat (1984)

In 2009, the firm’s engineers created the Caliber 01, a selfwinding chronograph movement, developed and manufactured in the workshops of Breitling Chronométrie. The brand also developed an entire range of high-tech instruments first and foremost dedicated to aviation.

Breitling Brand History – A full COSC certified production

Breitling’s motto is “instruments for professionals”. It’s the world’s only major watch brand to submit all its movements (both mechanical and quartz) to the Swiss Official Chronometer Testing Institute (COSC).

The brand built a facility named Breitling Chronometrie in La Chaux-de-Fonds, dedicated to the development and production of mechanical chronograph movements. The firm has developed an industrial production chain for that purpose. Each movement is individually monitored by a computer program that automatically directs it towards the appropriate workstation, along a route alternating between entirely automated workstations and others requiring manual intervention.

Breitling Chronometrie Lab in La Chaux-de-Fonds

Breitling Chronometrie Lab in La Chaux-de-Fonds

Breitling also stands out in the field of electronics by using exclusively thermocompensated SuperQuartz movements that are ten times more accurate than standard quartz. Not forgetting the Emergency, the first wristwatch with a built-in emergency micro-transmitter. Whether in terms of the sturdiness and water resistance of its cases, the clarity and readability of its dials, or the robustness and comfort of its bracelets, each detail of the watch exterior is designed to withstand intensive use in the most trying conditions, and is subjected to countless controls throughout the production process.

Breitling Brand History – A Breitling in space

Aviation pioneers needed reliable and efficient instruments, and therefore soon took an interest in Breitling’s pocket chronographs, and later its wrist chronographs.

In the early 1930s, Breitling enriched its range with a “specialty” that would earn it worldwide fame: onboard chronographs intended for aircraft cockpits. These instruments indispensable to secure piloting enjoyed great success with the various armed forces, including the Royal Air Force that used them to equip its famous World War II propeller-driven fighter planes.

In 1952, Breitling launched its Navitimer wrist chronograph featuring a circular slide rule serving to perform all navigation-related calculations. It has been continuously manufactured for almost 60 years – making it the world’s oldest mechanical chronograph still in production. In 1962, a Navitimer accompanied Scott Carpenter on his orbital flight aboard the Aurora 7 capsule, thus becoming the first space-going wrist chronograph.

Breitling Navitimer part of the Space Conquest History

Breitling Navitimer part of the Space Conquest History

Breitling Brand History – The aviation partner

During the 1950s and 1960s, Breitling played a key role in the boom of commercial aviation, as its onboard chronographs became standard equipment, first on the propeller-driven planes and later on the jet aircraft of many airplane manufacturers and airline companies.

Today, Breitling is perpetuating these ties with aviation by cooperating with pilots. Several teams fly the firm’s colors, including the Breitling Jet Team with its aerobatics. It is associated with air shows, such as the famous Reno Air Races (Nevada/United States).

By supporting the restoration of aircraft such as the Super Constellation, one of the last flight worthy “Super Connies” in the world, Breitling asserts its determination to preserve the aeronautical legacy.

    Author Bio

    Articles by Olivier Müller

    CONTRIBUTOR

    Olivier Müller is a professional journalist specialising in horology. He divides his time between Geneva and Paris, covering horology-related topics for a dozen or so magazines and specialist websites in Europe. He is also a regular speaker at various events. In 2008, Olivier Müller set up Delos Communications to manage the writing side of his business, spanning five European countries. Delos Communications also provides consultancy services for horological communication, helping brands as they define and implement their strategy in terms of positioning, messages and audience. In addition to the world’s two largest watchmaking groups, Delos Communications’ clients include a broad range of emerging independent brands, as well as public-sector bodies keen to promote their local watchmaking heritage. Five people work for the agency, including a journalist, a photographer, a community manager and a translator, all with expertise in the world of watchmaking.