Breitling x Brompton taps China’s cycling elite

As Breitling navigates a challenging luxury market in China, the Partners Group-owned Swiss watchmaker has teamed up with British folding bike manufacturer Brompton to launch a China-exclusive collaboration. The “Moments of Lightness” campaign includes a limited-edition Chronomat B01 watch and T Line folding bike, both crafted from titanium and designed to appeal to urban consumers seeking health-conscious, mobility-focused lifestyles. For Breitling, this partnership is an innovative effort to counteract declining Swiss watch exports to China, which dropped nearly 50% YoY in September, according to the Federation of the Swiss Watch Industry. This collaboration marks a notable shift in strategy, specifically targeting a growing demographic of Chinese consumers prioritizing wellness, sustainability, and functionality – as well as exclusivity. Breitling’s Chronomat B01 42mm watch, limited to 30 pieces, features a titanium case with pink accents inspired by Brompton’s bespoke folding bike design. Brompton’s T Line bike, weighing just 7.45 kg, combines carbon fiber material and titanium for strength and portability, appealing to urban cyclists. This is not Breitling’s first foray into lifestyle collaborations, but it is among its most targeted efforts to engage a niche consumer segment. By aligning with Brompton, a brand synonymous with eco-conscious commuting and engineering prowess, Breitling aims to connect with younger, affluent Chinese consumers who value experiences and purpose-driven products over traditional luxury status symbols. Reviving a stagnant market? China’s luxury watch market is experiencing one of its sharpest contractions in recent years. The latest statistics from the Federation of the Swiss Watch Industry reported that sales of watches priced below 500 Swiss francs ($565) and those in the 500 to 3,000 Swiss francs ($565 to $3,387) range declined 20.8% and 33.0% YoY, respectively, in September. Even sales of watches priced above 3,000 Swiss francs ($3,387), traditionally a stronghold for brands like Breitling, contracted 7.3%. Amid these challenges, luxury brands are under pressure to rethink their strategies. Breitling’s collaboration with Brompton offers a creative solution, positioning the brand within the context of urban wellness and sustainability — key drivers for China’s younger demographics. This approach aligns with broader market trends identified in China’s Health and Wellness Market Report 2024, which detailed a growing consumer focus on integrating health, eco-consciousness, and lifestyles. Interest in cycling, fitness, and wellness-driven consumption in China’s urban centers has risen significantly. Brompton, with its lightweight bike designs, has tapped into this movement, becoming a symbol of urban mobility and sustainable living. Breitling’s partnership capitalizes on this trend by associating its luxury watches with active, health-conscious lifestyles, creating a cohesive narrative for urban consumers. Is it enough? While the collaboration’s exclusivity — only 30 watches and 100 bikes — creates scarcity-driven appeal, its limited scale may constrain Breitling’s ability to make a broader market impact in China. The key challenge lies in transforming this niche partnership into a strategy that drives sustained consumer engagement across its product range. Breitling CEO Georges Kern recently expressed cautious optimism, stating he is “quite confident” that the luxury sector’s China-led slowdown has hit bottom. However, he acknowledged the inherent risks of market dependency, emphasizing the importance of diversifying revenue streams. “You need to have a plane with four, five engines. If one engine doesn’t work, just hope that the other four engines are working,” he said. China accounts for just 6% of Breitling’s sales, making it a less critical market than it is for competitors like Richemont and Swatch Group, which have seen steeper declines. Yet, this lower exposure also means Breitling has room to recalibrate its presence, leveraging collaborations like this one to bolster its relevance among urban Chinese consumers who prioritize wellness and sustainability.

Breitling x Brompton taps China’s cycling elite

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Published November 19, 2024

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Breitling x Brompton taps China’s cycling elite