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A three year deal with rival British bike maker Norton was quietly shelved last month, making way for Triumph to roar into Breitling showrooms.
What started as a 1950s divers’ watch, it has now evolved into a fashionable timepiece for women.
Watchmaker supersizes a fresh 44mm collection of masculine Chronomat watches.
It has been a big week for HODINKEE with both Breitling and Hermès added to its list of brands on sale through its ecommerce store.
CEO Georges Kern time travels to speak to Breitling's founder and descendants who steered the brand from the late 19th century, and asked them what they thought of a new family of Premier Heritage chronographs.
Breitling has built on last year's launch of its 36mm Chronomat Automatic for women with a capsule collection — produced for a limited time only — in fresh spring colors.
For $2,000, customers can try on up to three watches for several months at a time within a year before deciding if they would like to buy one.
#BreitlingSelect, starts with a one-time subscription fee of $450 and is followed by 12 monthly payment of $129 for a total of $1,998.
Breitling has created a limited edition version of its new Chronomat as part of its ongoing sponsorship of the Red Arrows RAF aerobatic team.
Partnership is part of Georges Kern's mission to modernise the watch brand and widen its appeal with a younger demographic.