Even within the male-dominated world of high-end watches, Breitling has a reputation, cultivated over decades, for being a timepiece for a certain type of adventure-seeking man.
The Grenchen, Switzerland-based brand designed watches specifically for pilots starting in the 1950s, nearly two decades before a major commercial airline would put a woman in the cockpit. Its parties at Baselworld, a watch and jewellery trade show, were famous for their topless dancers. As recently as 2015, its advertising campaigns have been decried as sexist, showing attractive, scantily-clad women waiting to welcome daredevil pilots wearing Breitling watches back to earth. In 2017, women wore pilot garb-inspired, skin-baring leotards at a Breitling and Lufthansa event.
Cut to today, and the brand is finally putting a woman in the driver’s seat — literally.
To read more on how the watch brand is deepening its connection with female consumers, head to our #linkinbio.
✍️ @dianaspearl
📷 Courtesy
#LuxuryWatches
The Grenchen, Switzerland-based brand designed watches specifically for pilots starting in the 1950s, nearly two decades before a major commercial airline would put a woman in the cockpit. Its parties at Baselworld, a watch and jewellery trade show, were famous for their topless dancers. As recently as 2015, its advertising campaigns have been decried as sexist, showing attractive, scantily-clad women waiting to welcome daredevil pilots wearing Breitling watches back to earth. In 2017, women wore pilot garb-inspired, skin-baring leotards at a Breitling and Lufthansa event.
Cut to today, and the brand is finally putting a woman in the driver’s seat — literally.
To read more on how the watch brand is deepening its connection with female consumers, head to our #linkinbio.
✍️ @dianaspearl
📷 Courtesy
#LuxuryWatches
