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Interview With Breitling CEO Georges Kern in ZurichJust, i was invited to join the Breitling Roadshow in Zurich, Switzerland. Besides playing CEO and shareholder Georges Kern in his presentation and gala diner concerning the desolate man Breitling, buying a lesson or two in design by Guy Bove with an amazing history class by Fred Mandelbaum, I sat with Georges Kern to inquire about him some questions. In regards to the way forward for Breitling, the collections, selling on-line and certified pre-owned Breitling replica watches and also his personal instagram account, where he has become very active.Without further ado.Georges Kern InterviewRobert-Jan Broer: What are your most essential goals for Breitling?Georges Kern: Globally, the thing is to build away from a successful brand a doubly successful brand by bringing it one stage further. The emblem is clearly positioned as a pilots' watch brand. It really is tremendously successful the united states plus in Europe. It possesses a solid foundation, is financially healthy, and highly profitable. Based upon that, the question is: What can carry out next and how are we able to turn this in to a truly global brand that has a wider offering within its existing budget? Which is the challenge which is where we put our efforts in.RJB: Do you think you're not afraid to make available an excessive amount of? To get rid of identity or maybe a red line from the collection?GK: What a excellent question. It shows how confusing the entire situation is. Dilution is normally because there's no clear segmentation inside the product portfolio. Extending into a tasteful or female segment will not be dilution. It's like nevertheless Range Rover was diluted when Tata took control of and in addition they launched the Evoque. That's smart brand building with a corporate identity and design. This is what we're doing. Constructing a brand with defined and structured product lines and clear segmentation, but because it's compact and readable - this is what we need to do today to avoid dilution. Annually, the brand are going to be clearly defined but broader positioned. .RJB: What's your approach to selling on-line? GK: We want to pursue an omni-channel strategy: which means we're going to assist retailers, establish our very own website and collaborate with online-platforms. like Mr. Porter. Following the morning, most effective and quickest doesn't care where they buy their Breitling replica watches. We must offer them a multitude of the opportunity to connect to the brand. This will be our community and the reality with the market. We have been relaunching our website and we'll launch our e-commerce worldwide in a couple of months, including in China. Furthermore, digital transformation doesn't simply mean e-commerce; furthermore, it includes the issue of precisely how to communicate with the client, tips on how to service your client, tips on how to interact with the client through telemarketing companies or marketing. This is what we must address and align. Our product will stay analogue, even so the environment around our analogue replica watches needs to solution an electronic world.RJB: Do you want to perhaps in the future also sell pre-owned or vintage Breitling replica watches yourself as a company?GK: You must differentiate between a pair of things: pre-owned and vintage replica watches, that are not at all the same. There's an urgent should structure the secondary market, which today is completely summer dresses 2019 covered with the grey market, the spot that the consumer doesn't know what he's actually buying. The replica watches through these channels are not certified because of the supplier and you also have no idea should you be getting a fake watch or even a watch using a defect, etc. There is no secondary market controlled with the brands like there's in a car industry with certified products. We should instead component of as a supplier and support authorized partners who would like to sell pre-owned replica watches and now we should also accumulate our very own structures in order to prevent grey market. Also you need to to add trade-ins. Somebody buys a watch and then after four years decides to revisit a shop and says, "I would like a brand new Breitling now. replica blowers panerai watches Am i able to trade in my watch?" Its pre-owned. We have been currently speaking to many partners and they are confident to soon produce our personal solution since pre-owned replica watches may play an important role in Breitling's future.RJB: Which brand do you think as the brand in pilot's replica watches?GK: Business with all the strongest association and history and the biggest number of historical products is, by far, Breitling. It is the pilot's watch brand par excellence. Our travel exhibition illustrates this perfectly. It offers, in addition, the board instruments that Breitling produced in the 30s and 40s, and all the pilot's replica watches that happen to be in the assortment. We're the specialists. This is the biggest equity. And this is why we launched the Navitimer 8 - the present pilots' replica watches are quite modern, elegant and classic - what the brand didn't have and i believe the Navitimer 8 fills that gap inside offering. Everything we do, I always wish to have a modern Breitling pilot's watch and also a more common Breitling pilot's watch, as well as a modern diver's watch along with a more traditional diver's watch. Were building upon our history, that offers much more than only pilots' replica watches.RJB: Today I noticed the life-style elements included in your mood boards for sea, land and aviation. Is it possible you point out that the Navitimer 8 might be more for many who want the perception of a pilot's watch along with the traditional Navitimer 1 or B-01 looks like a purist's watch?GK: You could declare that. It's actually a many different design. For a few, the Navitimer 1 is simply too crowded. Using the slide rule bezel it is just a tool watch. They need clean designs. And you could have a very traditional pilot's watch with a clean design, which has a rotating bezel, but just as a marker, to be a pointer for distance and a serious amounts of whatever you need. For your niche a different clientele.RJB: Which question is not asked today, but should be answered nevertheless?GK: I'm convinced that every possible question is raised today.RJB: There is no subject containing not been touched today you think is interesting?GK: No, I believe, everything has been discussed. Precisely what we're also wanting to do, not just available for you and the colleagues from your press, also for the retailers, would be to supply you with as often information as it can be to understand where we're going. It is a downside to digital: for instance, after you launch a product or service, people see one model, one execution for a certain point in time. And that is a very small cutout of an universe. Nothing at Breitling is performed unintentionally. I'd personally claim that after the entire year, men and women will possess a clear and tangible perception of who were along with what we stand for.RJB: On a number of Instagram posts right now the thing is that also negative comments. How do you handle keyboard warriors, who have all of these opinions in accordance with the little snippets they see?GK: To begin with we respect other opinions and frankly speaking several of the post are quite inspiring Properly post a novelty along with five negative comments amongst 800 or 900 likes, you must put it into perspective.RJB: That's true. Nonetheless it can appear annoying sometimes.GK: Whether it's insulting, I delete it from my Instagram account. This is the fantastic thing about managing your individual account. In case it is a smart comment . . . it may happen i always change my head using a couple of things, depending on feedback or interesting comments I've had from social media. But fundamentally, I believe everybody will abide by a large proportion. As well as the end of the time, the consumers decide. But what can also be worth it to read while looking into social networking at Breitling is that we've got two distinct communities. We've got Fred Mandelbaum, the collectors, the vintage guys, that happen to be excited about the regular beautiful designs and chronographs, etc. We are also a part of that group. After i joined the organization I was bombarded with messages like: "Please, stop every one of the big replica watches. Stop all the polished replica watches. Stop this marketing strategy. It's not Breitling." And we contain the current Breitling owners, who are saying: "Why will you launch small and classical replica watches? They don't really reflect the Breitling image." And that whenever you develop a very strong brand, your aim must be to have fans who love both vintage and the current products with all the current stories of the trademark. I'd return to an excellent illustration through the car industry: examine Range Rover. Range Rover was a big car, a four-wheel-drive. The Queen familiar with drive it throughout the countryside. Nevertheless it would have been a little single-minded, very niche and bulky. Currently the guys from Tata came and changed it and launched the Evoque as well as developed a new Evoque convertible, which, in addition, targets women refurbished tag heuer watches . Along with it, it had been a cool brand. May wish to offering big four-wheel-drives - they kept them - nevertheless they produce offerings under one strong brand umbrella. And we are not here to do a lot of the same. We'll keep the oversize products which is why Breitling is famous, but we have to add new elements, if we want to develop a truly global, international brand. Along with me Range Rover is a great one about how brand building should work. It shows what sort of brand can became attractive for just a larger consumer-base than ever before without diluting the manufacturer . To come back for your first question: fake watches dilution is making the same product in 50 different executions. Which is just what you want to avoid. We want to use a strong versatile brand, having a strong brand umbrella.RJB: We appreciate you your time!More info on Breitling using the official website.