The new roads to luxury

When Georges Kern had actor Richard E Grant come on stage at the Hallenstadion in Zurich wearing a single wing, the 600 guests assembled that February evening were slightly nonplussed, although the message – typical of Kern’s sense of humour and intelligent communication – was clear: Breitling had dropped (both) the wings adorning its logo At the following day’s press conference, the brand’s Chief Executive was forthcoming with answers to the questions that came thick and fast as to Breitling’s new strategy.

Yes, it was extending beyond the world of aviation Yes, it was rationalising its 120 SKUs Yes, it was lining up simpler models with smaller diameters, priced between CHF 3,000 and CHF 8,000.

Survival instinct? The price is right Luxury has been a shifting landscape in recent years, its contours shaped and reshaped by geopolitical, economic and social transformation The Greek government-debt crisis in 2008, terrorist attacks in France . Source