THE SOCIAL BUZZOF BREITLING CHRONOLINER BLACKSTEEL

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

22 August – 05 September 2016

OURMISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship

and creativity.

Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise

into the world through our four missionsto inform, train, recognise and organise.

Since 2005, we have promoted valuesof excellence and tradition within

an organisation that has the supportof numerous brands.

In this series of trend reportswe aim to discover which stories,

pieces of news and industry developmentsin the world of haute horology gain

the most amount of traction in the digitalsphere - uncovering why these trends

are important to the industry.

Every two weeks we’ll be diving intothe world of digital conversations to discover,

what’s trending.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN AUGUST 22 TO SEPTEMBER 05

Percentage of conversations on luxury watches penetrated by the topic

Breitling continue to make noise around their Chronoliner timepiece after giving it the Blacksteel

TAG Heuer aims to reach the red planet by 2020 after teaming up with China’s Mars Exploration Program

Richard Mille launch one of their most technically impressive timepieces of all time, the RM 11-03 Flyback Chronograph

Breitling adds a blue hue to their Navitimer GMT for a new limited edition wristwatch

Rolex opens the largest store in Singapore

0.96%

0.73%

0.68%

0.56%

0.56%

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

What’s been published on the HH Journal:

Richard Mille – The next generationDescribing the new version of the highly technical Richard Mille RM 11-03 Flyback Chronograph.

ANALYSINGTHE SOCIAL BUZZOF THE BREITLING

CHRONOLINER BLACKSTEEL

Inspired by the brand’s vintage timepieces from the 1950s-60s, the Breitling Chronoliner Blacksteel

is every pilots dream timepiece, packing a chronograph for perfectly measuring flight times and the functionality to simultaneously display

three time zones in a 24-hour format.

Capturing the current all-black trend that has taken the world of watchmaking by storm, the 46mm

Chronoliner Blacksteel has caught the attention of many design and male fashion writers, who have

been won over by the timepiece’s sleek black steel and ceramic casing, and the rubber strap which has been designed to mimic the texture of steel mesh

bracelets.

Furthermore, while online bloggers have made note about the obvious ‘50s and ‘60s inspiration, many have remarked on how the watch is a clear

reflection of modern and contemporary style-codes.

“Breitling’s Chronoliner has long been one of its cleanest timepieces thanks to

the old school ’50s and ’60s inspiration behind it. Now the versatile look is

getting a decidedly contemporary update as the Swiss watchmaker has applied its

Blacksteel treatment to the piece.”

T.S. Fox, HYPEBEAST

Among Influencers

5.65%Penetration of conversations by Breitling in Swiss watch

related conversations

13.79%Decrease of Breitling mentions against the previous two weeks

17% Of mentions of Breitling are in relation to the Chronoliner

Blacksteel

Beyond Influencers

5,881All online mentions of

Breitling

11.88% Decrease of Breitling mentions against the previous two week

1.19% Of mentions of Breitling are in relation to the Chronoliner

Blacksteel

SUMMARY

While founded by Léon Breitling back in 1884, it wasn’t till 1915 (when Breitling’s son Gaston took

over the company) that the brand would focus on precision-made chronometers for aviation. In this year Gaston designed the first chronograph with a central seconds hand and 30-minute counter,

allowing pilots to perfectly time measurements and other calculations while flying.

Since then Breitling have become renowned for their precision-made pilot’s watches, with the

Navitimer (first developed in 1952) arguably being the most iconic pilot’s watch in Breitling’s range – in the 1980s this watch would become the official

pilot’s watch by the pilot union AOPA.

While Breitling’s new timepiece may lack the heritage of the Navitimer (which itself was recently

reintroduced in an Aurora Blue), the Chronoliner Blacksteel watch has captivated online writers and

bloggers, being covered in a dynamic range of different digital publications.

Founded by Fondation de la Haute Horlogerie,the HH Journal is an online publication covering

watchmaking news in all its forms.

In collaboration with London-based agency RE-UP,The HH Journal is producing a series of trend

reports to analyse which current topics within the high-end watch industry are trending online.

Two key social tools are used to gather the data to analyse the current trends: An in-house database

of 2,000+ influencers and online sources specialising in luxury and watches – with the

ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.

Follow us on: