When Breitling chief executive Georges Kern met retail partners in New York on his #LEGENDARYFUTURE Roadshow in February, he promised that the brand’s marketing would be modernised in a way that left any hint of misogyny or inequality in the past.
At Baselworld, the company fleshed out that future with the announcement of several different ‘squads’ of brand ambassadors who will represent the business.
The squads, according to Mr Kern, should all be recognized masters in their professions, and match the values of Breiling when it comes to purpose, action and pioneering spirit.
“At Breitling, we believe in the power of a team, the strength of a group, and the mutual identification of a common target, which ultimately leads to success,” Mr Kern says. “Our squad members – world-famous or not – will be absolute masters in their respective fields. I am very much looking forward to seeing them soon, going on individual or shared challenges in one of the Breitling environments,” he adds.
Starting at the world-famous end of the spectrum, the first squad be assembled is the Cinema Squad, which comprizes Brad Pitt, Charlize Theron, Adam Driver, and Daniel Wu.
These Hollywood legends need no introduction, but the Explorers Squad of Bertrand Piccard, David De Rothschild and Inge Solheim may be a little less familiar to people outside adventurer circles.
And the Surfers Squad of Kelly Slater, Sephanie Gilmore and Sally Fitzgibbons will certainly need captions for those unfamiliar with the extreme sport.