Breitling CEO Georges Kern on India Growth, Heritage Watches & the Brand’s Emotional Strategy

For Georges Kern, CEO, Breitling, a watch is more than just a device that tells time; it carries emotion and marks personal milestones. That perception shapes how he leads the Breitling brand today. From expanding its footprint in India to introducing historic watchmakers to a new generation, Kern’s vision is to ground the luxury brand in feeling. With India standing out in a cautious global luxury market, Kern is keen to build the brand’s presence through a stronger focus on customers’ lifestyles. He believes in sustaining demand through products that endure rather than chasing trends.

For Kern, luxury is reflective of a standard of living. “I believe we offer tasteful quality of life through our products,” he says. 

Kern is advancing the House of Brands strategy, a portfolio that brings together Breitling, Universal Genève, and Gallet all under one vision. Gallet, manufactured by Breitling, will launch in Autumn 2026 as an entry-level luxury offering. Universal Genève will operate as a distinct maison, while Breitling remains at the centre of the group. As the market grows with more consumers investing in premium and high-end timepieces, Kern explains how the brand plans to expand its presence in one of the world’s most dynamic watch markets. Speaking to Robb Report India at the opening of the brand’s Mumbai flagship store, Kern discusses India’s growing interest in mechanical watches, the evolution of the “new” Breitling, and why emotional connection continues to define luxury. 

Robb Report India ( RR) :Tell us about your plans for India.  

Georges Kern (GK) : India is one of the few countries that is still growing, which is encouraging. In 2024, we had three boutiques. Now we have seven, and we aim to reach 10. The main challenge is finding the right locations. Our first Mumbai boutique is in Church gate. At 1,300 square feet, it feels more like a clubhouse than a traditional watch store. A boutique allows us to present the full brand story and give customers an immersive experience. When you buy a luxury product, you want to understand the brand and feel part of it; that experience matters. 

I would like to see more luxury malls in India, similar to Dubai. Infrastructure is improving, and that will support growth. It’s also encouraging that more Indians are shopping locally rather than in Dubai or London.

RR: How does Breitling fit into India’s growing watch culture?

GK: We occupy a clear position in the market. Our boutiques have a relaxed atmosphere compared to more traditional brands. Our average price point is around $7,200 (approx. H6.5 lakh). The design language blends modern and retro elements—brick walls, surfing references, classic cars— while the products themselves are contemporary. Customers connect with the lifestyle as much as the watch. In luxury, the brand relationship often comes first. This lifestyle resonates with Indian customers.

RR: How do you define the “new” Breitling for a new generation?  

GK: Across our boutiques, advertising, and product design, the tone is more relaxed than many traditional brands. We focus on lifestyle rather than age. You can be a biker, surfer, or athlete at any stage of life. We also embrace colour. You see it in shades including aubergine, green, and grey. At the same time, we are a generalist brand, similar to a car manufacturer. We offer everything from sporty to elegant. When people connect with a brand, they tend to stay with it. I hope more Indians will discover Breitling and remain with us. 

RR: How is traditional watchmaking still relevant for younger consumers?  

GK: In a digital world, people appreciate things they can understand. A mechanical movement is like Lego—you can see how it works. An analogue watch also carries emotion. You remember when you received it at a graduation, engagement, or another milestone; that emotional value matters. 

RR: Do you foresee any India specific additions or collaborations?  

GK: We are exploring ideas, though I cannot share details yet. Rather than follow familiar routes, we want to create something aligned with our branding. Over the past seven or eight years, Breitling has evolved significantly. With seven boutiques in India, we now have the space to introduce more clients to the brand. 

RR: What are your plans for 2026?  

GK: We have several launches planned. After introducing the Lady Premier, last year, we will unveil another collection, this year. We will also introduce Gallet and Universal Genève in India. Gallet will sit below Breitling in price. Universal Genève will position itself in the higher segment, starting at $15,000 (approx. H13.6 lakh). It is a historic brand with strong recognition. We plan to physically launch it in the market by September of this year. 

RR: What does the brand mean to you?  

GK: Beautiful design. Great history. And a relaxed look.