Swiss watch brand Breitling made its debut as Official Time Partner at the Concours d’Elegance Suisse this month.
This year’s presence at the Château de Coppet in Geneva signalled a new chapter in Breitling’s long standing connection to automobiles which dates back to the beginning of the 20th century.
Breitling’s CEO, Georges Kern, said: “Our involvement with automobiles and motorsport is truly a part of our DNA and can be traced back to some of the earliest days of our brand. We’re thrilled to be part of the Concours d’Elégance Suisse, an event whose focus and values align so perfectly with our own.”
This connection goes back as far as 1905 when the company’s founder, Léon Breitling, applied for a Swiss patent for the first chronograph specifically designed to measure the speeds of racing cars. In the same year, it was a Breitling timepiece that allowed the Swiss police to issue the country’s first speeding ticket.
At the Concours d’Elégance Suisse, Breitling took the opportunity to highlight its heritage and celebrated this with watch collector Fred Mandelbaum, as he explored the history of the brand in a discussion with representatives of Breitling’s management board.
At its pop-up boutique on the lawn of the Château de Coppet, Breitling also presented the new timepieces that have already found favour with the brand’s customer base.