Breitling cut prices across the board this week by 7%.
The reduction was needed after the company’s price rise in April, the second increase since the Brexit vote, made UK prices too high.
“The second price increase in April pushed our pricing slightly out of our international index. This move is to realign this and UK into a more competitive position,” a spokesperson told Watchpro today.
Luxury watch brands have been increasing prices since the post-Brexit devaluing of the pound made the UK around 25% cheaper than the eurozone and dollar-based markets.