CEO Georges Kern Discusses Breitling And The Relaunch of Universal Genève | Hodinkee Radio

[@AverageBros]

I was really hoping they would approach the relaunch with a two-prong pincer strategy, reissuing the simple yet elegant Polerouter to dominate mid-tier offerings under $5K as a reverse halo (cementing class leading value for a new generation), then on the other end of the spectrum, release their higher complications and chrono's comfortably above Breitling in the $12-18K (2x higher for precious metals and true high complication) to capture the smaller batch/higher margin market segment. This would elevate both UG and B and prevent any in-group crossover.

[@cameronmartin719]

Would love to see this approach. A modern Polerouter shouldn't be a 13K watch. Universal Genève was always high quality but high value.

[@AverageBros]

@@cameronmartin719 Agreed, much of the brand lore has been built off of the Polerouter's value proposition in the vintage market. The Polerouter itself could almost serve as a sub brand to UG acting as a Tudor with a focus on value for money that would elevate UG's eventual more prestigious models and lines the same way Tudor's success elevates Rolex.

[@timsiragusa9096]

Breitling won't do this. The UG relaunch won't be for the people who can't afford Patek. That comment by Ben foreshadows the reverse of what will happen.

[@JamesAlexander14]

You have to walk before can run. If a three hand movement takes three years to develop, then this reduces your ideas automatically to an aspiration, which is a fine aspiration in its own right, but in reality, this going to take some time.

[@jeanlefranc3817]

Before his « face reveal », Andrew Morgan was known as « the talking hands ». Hodinkee Tony and Ben should be named « the talking socks and sneakers », given this is what the viewers are mostly presented with.

[@precollegeenglish]

Agreed. A slight uplift to the tripod is literally all it takes for a much more sumptuous angle and POV. It's like the cameraman had just one job.

[@da___man]

Especially given that they were interviewing, Georges Kern, who was wearing nice dress shoes, his shirt with French cuffs and was wearing a $50,000 watch.

[@RedwoodAggie]

This was a great interview and a great "get" for Hodinkee. I loved hearing his thoughts on UG and Breitling. 2026 cannot come soon enough... Nice work!

[@CyennaB]

Love the brand over 20 years some of the pieces work after 20 years still great without any services so I love the brand

[@Greggieboy76]

Great interview. I am a big fan of the brand!

[@robpelletier2103]

I really enjoyed listening to Mr. Kern. His insight to the watch industry is spot on.

[@kevinfernandez8416]

Does anyone know what watch George is wearing??

[@chadyabd]

I think that’s the Breitling Top Time Tourbillon, recently released

[@teakcore5261]

3 years time for an auto caliber and 5 years for a chrono caliber, hope the final result will be near perfect!

[@MirrorMonolith]

I’m optimistic. Kern seems pretty straightforward about how he does things, sounds like they aren’t mucking around on this one and really want to get it right, regardless of how long it takes.

[@chronoluxurysweden6965]

UG ❤ BREITLING 🤩🤩🤩

[@angikarchmer5633]

Always interesting to hear Mr. Kern. Thanks for the interview. Just for fun I'm predicting the new time only manufacture movement will debut in a new TransOcean line, perhaps in a dial with crosshairs. I hope so anyway.

[@andreikun]

Ben was a very present guest.

[@ronannezlev2276]

The young man was very good prepared for this interview.

[@modestzooanimal]

Great video!

[@b_altmann]

The Superocean Heritage 57 is very elegant. Retro modern at its best.

[@jeffdj1975]

This is exciting

[@Antlav90]

I hope they release a new aerospace In the coming months... if they get it right I think it will be awesome

[@masoncusack]

This guy's crushing.

[@YongJoonPaek]

Georges Kern is a genius executive.

[@michaelriera6277]

What an extraordinary man.

[@pyruvicsynthase5879]

I LOVE THE BREITLING TOP TIME SHELBY COBRA, TELL HIM TO GIFT ME ONE AND YES I AM SCREAMING AAAAAAAAAA PLSSS

[@PocketUau]

I swear to god, if they price UG's base models over $2000, they'll be sorely missing out on the opportunity to undercut many competitors. A Polerouter re-edition at $4000 would completely outdo the Wilsdorf sisters and all of Swatch Group in one sweep. I can already imagine quartz and microtor Shadows in steel and precious metals, especially white gold which is sorely rare in today's sub-10k market.

[@larslumpkins991]

Oh, their base models will be WAY above $2000 based on what I heard.

[@jcc1889]

Vulcain is a good brand with great history but somehow capture the current market, hopufully UG could do better

[@johnmonachelli5256]

Wish it was that way here mr kern, I've witnessed a scallywag purchase a 1740s farm house and put vinyl siding on it lol

[@ViolinistWilliam]

UG watches will start at 13K.

[@donrogan2812]

Ben bought socks!!!

[@ListenToPowerViolence]

I have two sacks of mint Evil Ninas I'm thinking of auctioning off.

[@heinerjurgens5362]

Weird flex.

[@pipolebnene]

Tell him their boxes are very cheap. They should make nice boxes like in the past. Also why should i overspend in the boutique when on chrono i can buy a new breitling for 30-40% off

[@atmavictu2995]

What a boring 30 minutes, just generic talks.

[@carattentat4944]

I’ve had plenty of Breitling watches over the years. I no longer own one. And, under the current leadership (looking at you Kern) I won’t. Breitling was known for quality and for being a great tool watch. A watch with purpose. Do you remember the Breitling catalogs? Those were killer!! They got your blood pumping. Pages and pages of amazing, adrenaline fueled photographs. THAT was Breitling. You wanted to be in those pictures. To be part of the action. Now they are just mall- fashion watch crap. George’s Kern has killed the brand!! And he will do the same to Universal Geneve!! The brand belongs in a mall store next to Fossil or Michael Kors. It may appeal to Michael Kors or Victoria Beckham fans, but the watch enthusiasts are running away in droves. But I guess enthusiasts aren’t the target for them. Mass sales and making money are the target. The final nail in the coffin for me was the ditching of the winged (and anchored) B. That defined Breitling in my opinion. It was immediately recognizable. Now is a generic B. Great job Breitling. Boring, bland and diluted. Just like your watches guided by a Green Party Politician in Zurich : Boy George Kern,and yes the Napoleon movie is fantastic showing the future watch Waterloo to the "Guy from Düsseldorf aka GEORG ALEXANDER KERN " so much for Frenchness

[@jeffreyrogers824]

etceteraaaaaa

[@peterburke4626]

Breitling watches are fragile and their servicing costs are contemptuous. Will never buy another or recommend. If you want to strut, get a brand with real caché, otherwise just get a Seiko.

[@michaelriera6277]

They sell a lot of Chronographs that are complex and ultimately more subject costly repair. On the other hand Breitling’s simple 3 handers are hardy and built like tanks. My 8 year old Breitling has been worn hard and never missed a beat.

[@peterburke4626]

@@michaelriera6277 their chronos are flimsy and contemptuously expensive to repair. Other watch makers make chronos that are in every way more robust, better looking, have more brand cachè better value AND with better customer service and do not absolutely gouge the customer when quoting repairs. Repairs I add that are only needed because the watch is simply flimsy and not up to every day wear and tear. Breitling x Outerknown SuperOcean chrono, marketed to surfers, that should absolutely never be worn surfing. Total contempt for the customer marketing this watch in that fashion…. Like I said spend less or spend more but don’t bother with a Breitling.

[@stephenparker5421]

Please god, dont put a date on the nina

[@Jim58223]

Brietling boutiques have some of the worst customer service ever. Ever single one I've went to they were extremely rude and judgemental compared to all other boutiques. IWC was by far the nicest. They even let you hold their minute repeaters and chime them where as brietling wouldn't let you so much as look at their watches.

[@ryangallagher7439]

I've only had great experiences at all the Breitling boutiques I have visited.

[@Rodisflawless]

Sounds like that's a you problem. Or perhaps you mistook it for a Rolex AD.

[@roybenjey]

Based on my experience, I wouldn't say the staff at the Nashville boutique were rude. Judgmental would fit. Mostly, kind of obnoxious and "icky". By contrast, the local Omega boutique staff have always been amazing.

[@youraveragepasser-by7367]

went to one in London, the staff were incredibly friendly and knowledgeable. let me try out different models despite me not wanting to buy anything.

[@WatchsNBoots]

I find breitling has great customer service, sounds like your advertising for IWC 😂

[@martinweyden40]

Breitling das not listen. !!!!! Make all watches smaller and thinner. So smaller wrist can buy diver watches. Breitling das not listen