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Breguet |
Despite the well-groomed and especially attractive history, a highly modern and efficiently organized holding group with both mercantile and ideological goals stands behind the Breguet brand. This is especially true since Montres Breguet, Nouvelle Lemania, and Valdar were bought by the Swatch Group, the largest watch producer in the world.
Absolutely nothing has changed in the selfconfident presentation of the brand under the new ownership. Swatch Group president Nicolas G. Hayek himself has personally taken the prestigious and traditional brand and placed it at the summit of an operation spanning every area and division of watch production. He has given Breguet an indisputable special role within the concern.
The old ideals of the brand will also be the new ones: exclusivity, innovation, and lasting value. Watches made by Breguet previously represented the pinnacle of a group, and although the group has changed, they still do maybe even more so today than earlier.
The Swatch Group and its president took the special opportunity in 2002 to respectfully celebrate the two hundredth anniversary of one of the many inventions of master watchmaker Abraham-Louis Breguet: The tourbillon, also implemented as the highest expression of horological competence by many other top companies, is indisputably associated with the name of Breguet.
After the moving speech given by Nicolas G. Hayek in the Royal Opera of Versailles, it was clear to everyone why the captain of the powerful Swatch Group spends so much time
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| and energy on the (re-)construction of the Breguet brand. The successful and, by employees and opponents alike, highly respected manager has found in Abraham-Louis Breguet his alter ego. "Not in watchmaking, for in that Breguet was without equal," qualifies Hayek, "but as a businessman and visionary." And in fact, the memory of Breguet would not be nearly as vivid if he hadn't been so versed in lucratively applying his inventions and patents and gathering popular contemporary testimonials.
Before Breguet can close the 200-year-old gap between then and now, the Swatch Group must complete the resturucturing of its manufacturing concerns located all over the Vallee de Joux. Sooner or later, Breguet will enjoy the use of calibers reserved and constructed just for it.
Even if the alarm caliber this king of brands introduced at Baselworld 2003 still needs to be shared with concern sibling Blancpain.
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Breguet
The Swatch Group (U.S.), Inc.
1200 Harbor Boulevard Weehawken, NJ 07087
Tel.: 201-271-1400
Fax: 201-271-4633
www.breguet.com
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