In 2017, Breitling was sold to a leading private equity firm, CVC Capital Partners. When the investment group gave the lead of the company to watch-industry veteran Georges Kern, it marked the beginning of a forward-thinking repositioning of the brand and a return to the most important aspects of its heritage. Three new initiatives marked this new chapter in Breitling’s history: modern-retro product designs, sustainability and digitalization. And a new catch phrase summed up its aim: “Legendary future.” The boutique’s branch in Jeddah is simply a part of this “Legendary Future” vision, as reaching out to new markets is a fundamental aspect of that vision.
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