Swiss luxury watches often have deep, personal significance for their owners, accompanying them throughout their lives and becoming treasured heirlooms for future generations. Renowned for their precision, stability, and reliability, these timepieces are considered works of art, especially when crafted by a brand with a long history. One such brand is Breitling.

Breitling, one of the oldest Swiss watch brands, holds a storied place even among the most renowned watchmakers. Breitling is known for its precision-made chronometers that were designed for aviators and later appreciated by everyone for their perfect blend of functionality, features, and style. As this distinguished watchmaker continues to grow, we are happy to announce that it is now available as a new and exclusive investment opportunity for Moonshot community members.

Up to 2.1x

Projected return

CHF 25’000

Minimum investment

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The Colorful History and Unique Appeal of Breitling

Promotional poster for Navitimer, one of Breitling’s most iconic watches
Source: Breitling

Every brand of Swiss watch has a soul and spirit defined by the people for whom the maestro created the first watch as well as the landscape where it was meant to be worn. Breitling’s spirit is truly superlative.

Breitling was founded in 1884 by Léon Breitling in Saint-Imier, Switzerland, and quickly gained recognition for its impeccable craftsmanship. Léon Breitling patented many features that increased the practicality and precision of timepieces, and his brand was coveted by people in the sports, automotive, and early aviation industries.

In 1932, Willy Breitling took charge of the family business with the foresight to understand the role aviation would have in both the military and private sectors. The company developed the HUIT Aviation department, the success of which made Breitling an iconic brand for aviators, for whom the precision of timekeeping and additional features of the watch were critically important. On several occasions, those features saved the lives of pilots who suffered emergencies.

Adventurers wear Breitling’s watches in the sky, deep sea, and even space. Known for their bold aesthetics, large readable dials, and distinctive bezels, these “instruments for professionals” combine advanced functionalities with stylish appearance. Each of the brand’s 9 distinct collections embodies a unique aspect of the passion for exploration, appealing to millions of people around the world. This passion is the timeless essence of the brand and the reason for its lasting success.

Why Do We Believe Breitling Will Remain Successful?

Moonshot believes Breitling will remain successful for four reasons: its customer base and distribution channels, its fearless approach to innovation, and the strength of its marketing campaigns.

1. Rapidly Growing Customer Base

The luxury watch market is trending upward, showing a notable 7.6% growth in 2023. With that said, many experts believe that the real demand boom is looming, pointing to China and India as the main drivers of future growth. In a recent interview, this positive sentiment was echoed by Breitling’s CEO, Georges Kern.

There are only 200 or 300 million people in China […] who have access right now to luxury products. The potential also in India, and so many countries, is phenomenal.
— Georges Kern during a Bloomberg interview

2. The Success of Its Distribution Channels

Expanding to the East, luxury brands are entering uncharted waters, and many face serious challenges trying to reach out to potential customers. In this regard, Breitling is on the right track. The company has developed robust digital marketing tools to attract customers, while also building an effective distribution network to allow physical experience with a brand, which is critically important for a luxury watchmaker.

It’s a more a tactical than a strategic issue [...] We are successful in Asia, in Western Europe, in the Middle East. We are successful everywhere, so we will be also successful in China.
— Georges Kern during a WWD interview

3. Fearless Approach to Innovation

How Breitling manages to always hit the target with their new watch collections is truly amazing. On the one hand, every design embodies the spirit of the brand. On the other, they also keep up with the times. Historically, one of the best examples of the company’s successful innovation was the Emergency. Introduced in 1995, the first ever watch with an in-built distress beacon, it was a revolutionary advancement for the enthusiasts of extreme outdoor activities.

Breitling’s newest collections show stellar performance, too. For example, one of Breitling’s recent pieces, the Endurance 44 from the Professional collection, gained a lot of recognition among high-profile athletes “whose active lives combine a professional mindset with a sporty lifestyle.”

It is very important in our digital times to be top-of-mind with our customers to continuously come up with newness and excitement.
— Georges Kern during a Gulf Business interview

Breitling’s famous watches named Emergency and Endurance 44
Source: Breitling

4. Outstanding Promotional Campaigns

Outperforming the competition in terms of marketing has been one of the most notable successes of Breitling under Georges Kern’s leadership. Breitling knows how to talk to its customers, and it also knows where to reach them. In one interview, Kern explained that Breitling is deliberately looking for partnerships in extreme and exotic sports.

We are not in golf and tennis. We are in surfing and triathlons [...] People are searching for freedom, carpe diem, enjoying life, and these sports give that.
— Georges Kern during a Bloomberg interview

The Auction System: A New Flexible and Hands-on Investment Approach

We are excited to announce the addition of a new and impressive company to our portfolio, along with the introduction of a new investment system designed for a more controlled approach to private markets investing. Through the Auction System, investors can now set their desired share price and the number of shares they would like to purchase directly on our website, enhancing the transparency of our offerings.

Breitling is our first deal to be accessed using the Auction System, making this launch especially significant for the Moonshot Investor Network. This innovative approach empowers our investors and also sets a new standard for how private market transactions are conducted on our platform.

We believe every investor should have an equal opportunity to participate in our deals. The new system offers a clear view of share prices and allocation amounts, fostering trust and making your investment decisions more informed and straightforward. We are confident this new approach will redefine your investment experience with us.

Make an investment bid in Breitling to capitalize on a chance to join the scene before the breakthrough happens in these untapped markets. Visit moonshot.ch/investment/breitling/ to learn more about financial projections and seize the deal before the end of the bidding period.

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