Essay on Success in Luxury Watch Positioning of Breitling Watches

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Pages: 11

Success in Luxury Watch Positioning of Breitling Watches

Breitling is a Swiss family business set up in 1884. This company has been providing high-technical watches for professionals in fields where need precise chronographs, especially aviation. Throughout more than 100 years,this company remains its competitive priority in Swiss watch brands. This contributes to its independent development in manufacture, as well as the characters of its instruments, say sturdiness, precision, and distinguished performance. Apart from this, this success of brand in recent rears mainly because properly analysis of marketing mix and appropriate choice of positioning. Concentrating on a delicate and luxury watch business, this company has detected the
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It has noticed customers’ inclination of enjoying hedonistic and high-end lifestyles. The brand even developed accessories and invested in public environment protections. However, Breitling may become too risky if targeting the same consumer groups. Core competence of this brand is developing ability of innovation products. The demand of industrialized market orientation watches in luxury watch market offers Breitling an opportunity; therefore it confines its product in watches. Although some models are more designed for daily use, the techniques used in different models are successive. Moreover, every watch keeps the original superior performance of chronograph, which is a classical feature of Breitling.

The focused attitude, enlargement of segmentation, and proper adjustment of positioning contribute the success of Breitling. Customers who share the same philosophy of precision and sturdiness associate themselves with the brand closely. The continuous breakthrough of technology in manufacture process chases the functional and psychological demand of changing high-end consumers. They could enjoy satisfaction through the product and services. To realize positioning, Breitling should adhere to a series of marketing tactics related to suitable product, price, distribution channel, and specialized communication methods. These four aspects interplay between each other, create the latest conception