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How Breitling dominates the mid-range sports watch market

Breitling is determined to conquer the mid-range sports watch segment, with several models already introduced this year and more in the pipeline as the company celebrates its 140th anniversary.th anniversary. The new 38mm Endurance Pro chronograph in new colors follows hot on the heels of the Superocean Rainbow in two sizes and the Superocean Automatic 46 Super Diver – which can dive to depths of 1,000 meters. Last week the brand launched the Avenger B01 Chronograph US Naval Academy editions and earlier this year the Giannis Antetokounmpo edition of the Chronomat made its debut. It's hard to keep up.

The watches are being launched in sizes for all genders, so the brand is putting emphasis on the female market, and the choice of colors and case materials is impressive. Prices for the new pieces range from $3,400 to $10,200, with the Giannis Antetokounmpo limited editions in gold coming in at $42,500. That's a good price considering that all Breitling movements are COSC-certified and made in-house, some with 70-hour power reserves.

The affordable sports watch has a certain tradition at Breitling, and thus represents an authentic category for the brand. Breitling began as a chronograph specialist in 1884, producing chronograph pocket watches, including flight instruments and pilot's watches for the Allies during the wars. Willy Breitling, the grandson of founder Leon Breitling, set out to make the tool watch accessible to the masses in the post-war years. He foresaw demand for the chronograph outside of professional applications and wanted to take it out of the cockpit and onto the wrists of all athletes. He then did the same for diving watches, making them accessible to the world beyond Jacques Cousteau. In the process, he helped create the sporty/elegant watch segment and managed to make the chronograph cool again. Now, under the leadership of CEO Georges Kern, the brand is building on this legacy and has created several 140th This strategy will be continued with the release of the anniversary watches in August.