Releasing iconic stories in each product

Breitling’s watches are iconic and each design carries a strong and unique story. To relaunch the legendary Chronomat and the new women’s portfolio incl. Navitimer 35, SuperOcean and SuperOcean Herritage we needed to rethink how these stories were brought to life through product positioning, messaging and creative strategy.

Using the established #SquadOnAMission platform as springboard, we developed a strategic and creative ethos for each of Breitling’s 2020 NPDs. Each ethos was deeply routed in the herritage and story of the watch, yet with a fresh and modern touch to build strong resonance with each specific target audience.

The creative strategy became the foundation of all marketing and messaging across PR, marketing, in-store, experiential and other communications.

strategic product positioning // creative ethos // launch strategy

Agency: Spring Studios