Breitling systems upgrade gives real time information on global inventories and sales


Georges Kern has been a great front man for Breitling since taking over as CEO in 2017.

He has rationalized and simplified the company’s product lines, rolled out an industrial loft store concept around the world and detoxified a brand that was seen as male, pale and stale by observers.

Behind the scenes another revolution has been taking place with Breitling’s distribution.


The company has been using its electronic warranty system and new working relationships with authorized dealers to give much better visibility over every watch sale worldwide.

This crucial oversight informs all product development and aims to perfectly balance supply and demand for current collections so that watches do not get discounted or dumped on the grey market.

Part of that process is the implementation of a a new distributed Order Management System (OMS) from Fluent Commerce.

Immediate benefits for Breitling and its customers include the ability to open and manage orders from every sales channel and coordinate the fulfilment process across all customer touch points, a statement from the two companies says.

The rollout of the Fluent Commerce Distributed Order Management System has provided Breitling with real-time inventory so the company knows exactly which products are selling and where. Additionally, customers can see what products are in stock before they visit a store or buy online.

Breitling Chief Digital and Technology Officer Antonio Carriero says: “Digital has changed the way the business needs to respond to customers. The Fluent deployment to our key markets in less than four months is a tribute to the fact that Breitling has the ability, and the agility, to move fast  from the vision to delivering superior solutions and experiences to all our customers, making our watches always available where they are. Any channel, anytime.”

“Agile principles and a full DevOps approach of our combined teams made it possible to go live with Fluent Commerce in record time, including the integration with the newly activated ERP SAP S/4HANA. With Fluent Commerce, we will further accelerate our e-commerce and retail solutions. Our products and customers are at the center of our technology transformation,” adds Rajesh Shanmugasundaram, head of Omnichannel & System Integration, Breitling.

“I’m delighted to see such an iconic brand as Breitling roll out Fluent Commerce to its customers in Switzerland and North America. The strength of the platform and the quick time to market has demonstrated exactly what we can do to support businesses with their ecommerce strategies during this global pandemic, giving them the flexibility to adapt and add additional revenue streams, whilst also providing more delivery options to customers,” said Graham Jackson, CEO, Fluent Commerce.

Shine Mathew, CEO & Founder of AyataCommerce, said: “Breitling is transforming their systems to meet the high expectations of the growing customer base. We’re proud to be part of the project team empowering the organisation as fast as we did. It is a testament to the leadership, IT and business users to make decisions in a swift and responsive manner that has made this possible”.

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