Watchmaker Breitling Becomes Aston Martin F1 Partner

Summary

Breitling CEO Georges Kern discusses the watchmaker's new partnership as official watch partner of the Aston Martin Formula One team. He explains the brand fit with pilot watches and F1's global popularity, noting F1's Netflix-driven growth and new engine rules. Kern also addresses the difficulty of measuring ROI on sports sponsorships and describes a broader marketing mix including the NFL, which covers the US, while Aston Martin F1 covers Europe and Asia.

• Breitling becomes official watch partner of the Aston Martin Formula One team.
• Kern links Breitling's pilot-watch heritage to F1 drivers and the sport's history.
• F1's popularity has been boosted by Netflix's Drive to Survive and new engine regulations.
• Sponsorship ROI is hard to measure, though Breitling tracks coverage and regional impact.
• Breitling uses a portfolio of ambassadors, sports sponsorships, and cultural tie-ins to build brand desirability.
• The NFL partnership targets the US, 25% of turnover, while Aston Martin F1 targets Europe and Asia.
• Kern argues watch buyers are lifestyle-driven rather than segmented by age or sex.