Uhrinstinkt Magazine
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“Here I am”: No watch brand is more strongly associated with a confident, masculine presence than Breitling. Wearers of the pilot watch brand are financially successful, coveted by women, and love everything masculine from muscle cars to fighter planes and Harley Davidsons. But are these stereotypes even true? We look into the minds of the average Breitling owner, show some of the most prominent wearers and explain which model is preferred by whom.
Avenger: Powerhouse for confident doers
If you want to answer the question “Who wears Breitling?” as closely as possible to the prototype outlined at the beginning, the oversized Super Avenger 48 millimeter provides the desired answer. The robust instrument makes the high testosterone level of its wearer literally visible and can only be worn with a great deal of self-confidence due to its massive dimensions, but does not neglect the practical benefits – readability and performance are at top level. The Super Avenger is a watch for dominant handlebars and, unlike the filigree Navitimer, manages to combine Breitling’s close aviation relationship with a beefy, massive look. Those who prefer more moderate dimensions choose the 43-millimeter version without the “Super” in the name. Celebrity wearers of the Avenger include Gordon Ramsay and Leonardo DiCaprio – two men who have definitely come into their own in life.
Navitimer: Nostalgia in a prominent guise
Contrary to what one might assume, the most famous of all Breitlings does not only appeal to men who covet the prestige and extreme recognition value of the aviator model. Above all, nostalgics who admire everything mechanical from bygone times and thus the complicated slide rule of the Navitimer 1 will get their money’s worth with the flagship of the Swiss luxury brand. Few watches can combine tradition and modernity more confidently than the cockpit instrument for the wrist created in 1952. And who wears the Grandessa of all Breitlings in the celebrity world? Not only Hollywood legends John Travolta, Tommy Lee Jones and the tragically ill Paul Walker, but also world-class musicians from Miles Davis to Serge Gainsbourg and Herbie Hancock have fallen in love with the iconic look of the instrument. Incidentally, wearers who enjoy indulging in horological nostalgia should also set their sights on the current Aviator 8 B01 Chronograph collection, which gives a second life to famous models from the company’s history.
Chronomat: From Adam Driver to Richard Hammond
The Chronomat collection’s following is particularly prominent: not only the current Breitling advertising faces Brad Pitt, Adam Driver, and Charlize Theron, but also Bruce Willis, Tom Cruise, Idris Elba, Justin Timberlake, and the legendary “Top Gear” presenters Jeremy Clarkson and Richard Hammond have fallen for the charm of the power timepiece as avowed wearers. Even Celine Dion wears the aesthetic powerhouse on her wrist.
There are good reasons for the popularity of the watch: With strong character features such as the four riders on the bezel and the roller bracelet, the time stopper skillfully differentiates itself from the masses, while also scoring points for its high robustness, excellent legibility, and a high reputation that many enthusiasts equate with the prestige of Navitimers. The new models from 2020 and the enlarged Super Chronomat, in which the top brand from Grenchen offers a complex four-year calendar for the first time, surpass everything that has gone before, both technically and visually: from the renowned B01 manufacture movement to the pompous 18-carat gold version, all the prerequisites are met to continue attracting the wearing elite of international celebrities in the future.
Aviator and Premier: elegance for gentlemen like Brad Pitt
To the question “Who wears Breitling?” one would intuitively respond with strong power men rather than fine gentlemen with a penchant for particular elegance. The Premier collection is aimed precisely at the latter target group: gentlemen like Brad Pitt appreciate the polished cases, chic color combinations, and fine details ranging from tachymeter scales to angular chronograph pushers, with which Breitling shows itself from its gentlest side.
The Aviator collection also focuses on elegant creations, but puts the aviation history of the Swiss manufacturer in the foreground. Models like the AVI 1953 Edition or the Super AVI B04 with different variants on aviation icons from Curtiss Warhawk to P-51 Mustang revive technical milestones of the past, making them incredibly attractive to many Breitling wearers. Because Premier and Aviator are still comparatively new collections, the list of prominent owners has been limited so far, which is guaranteed to change in the future.
Exotic Breitlings and their wearers: from Ferdinand Piech to David Beckham
Away from its most famous collections, Breitling produces a number of exceptional models, such as the Professional series, where high-tech quartz movements meet ultra-resistant materials like the patented Breitlight material. The Aerospace, which has since been eliminated from the brand’s product portfolio, is also one of the representatives of operational instruments that prioritize absolute precision over mechanical nostalgia.
Perhaps the most famous owner of an Aerospace was Ferdinand Piech: the great Volkswagen manager wore the precise watch on the blue dial and added a separate GMT module on the bracelet – effectively a small watch under the watch. In any case, an eye-catching look that today’s Breitling customers can only experience in the Super Chronomat 44. Soccer icon David Beckham also maintained a close relationship with the winged B for many years and wore one of the most stylish, but unfortunately only available on the second-hand market, models in the company’s recent history: the Transocean Chronograph Unitime. The world time watch shows the wearer our globe in the center of its dial and can display 24 time zones in parallel, making it a work of art and functional travel instrument in equal measure.
Wearers: Charlize Theron shows the way
We must admit to having found few answers with female celebrities in our “Who wears Breitling?” question. While Rolex and Omega have been able to build a strong following among the ladies over the past decades, Breitling has always been considered a men’s brand and even reinforced this image with promotional videos featuring pilots surrounded by scantily clad women.
CEO Georges Kern has apparently registered this image and within the last three years has made great efforts to make Breitling more attractive to women. With success: the current selection ranges from powerful editions like the Superocean Automatic 36 or Chronomat 32 to the filigree Navitimer Automatic 35.
A change can also be seen in marketing: With the “Spotlight Squad,” consisting of U.S. actress Charlize Theron, Chinese actress Yao Chan, and ballet dancer Misty Copeland, the brand is bringing in full female power to make the spectrum of its wearer types more diverse. Whether the famous female wearers can have a lasting impact on the perceived image of the manufacturer, we wait with bated breath.
