Breitling holds 140th anniversary event! Report on the talk show by Masamasa Hirota, editor-in-chief of Chronos Japan!

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2024.06.24

Breitling

Breitling, which will celebrate its 140th anniversary in 2024, is holding a traveling exhibition at Breitling boutiques around the world. This time, we report on a talk show by Masamasa Hirota, editor-in-chief of Chronos Japan, which took place during the exhibition.

Photograph by Takuji Onda

Breitling's 140th anniversary event is now underway!

　Founded in 1884, Breitling will celebrate its 140th anniversary in 2024. To commemorate this milestone, a traveling exhibition is being held at 60 Breitling boutiques around the world. Historical models from the brand, normally kept at the company's headquarters in Switzerland, will be touring each boutique.

Photograph by Takuji Onda

The Breitling Boutique Omotesando has a special interior, based on Breitling's iconic yellow color. Trunks are used as furnishings inside the store, evoking the concept of a traveling exhibition.

　In Japan, 17 archive pieces prepared for Asia will be on display at the Breitling Boutique Omotesando and the Breitling Boutique Osaka. The Omotesando exhibit will run until June 25th (Tuesday), and the Osaka exhibit will run from June 27th (Thursday) to July 7th (Sunday).

　As part of this 140th anniversary event, Breitling Japan has prepared a talk show with Masamasa Hirota, editor-in-chief of Chronos Japan. The talk show was held in Tokyo on Saturday, June 15th, and Breitling owners and fans gathered at the boutique. We will report on the talk show. A similar talk show will be held in Osaka on Saturday, June 29th.

A talk show with Masamasa Hirota will be held!

Photograph by Takuji Onda

Masamasa Hirota is the editor-in-chief of Chronos Japan and webChronos. After being a regular on 2channel, he left his job to become a watch journalist. He is affectionately known as "Hakase" (Professor) due to his extensive knowledge of watches.

　On the day of the talk show, the Breitling Boutique Omotesando was transformed into a special space celebrating the 140th anniversary. While the brand's yellow color remained the same, trunks were placed throughout the space, evoking the image of a traveling exhibition. Display fixtures displaying the brand's classic timepieces, including historic chronographs, were also placed throughout the space.

　In this context, Masamasa Hirota explained Breitling's history and approach to watchmaking, using these archives as a reference.

Photograph by Takuji Onda

In 1915, Breitling developed the "Monopusher" wristwatch chronograph. The model on the left of the photo is believed to be one of these monopusher models manufactured in the early 20th century. The model in the center of the photo is the "Populaire" series, created in the 1940s with the aim of popularizing chronographs. The model on the right of the photo is from the 1970s, equipped with the automatic chronograph "Chronomatic."

　Hirota repeatedly mentioned Breitling's development approach of "trying new things as an independent brand" and its "serious" watchmaking. When you look at the chronograph movements in particular, you can see the Breitling brand.

Photograph by Takuji Onda

According to Hirota, cockpit clocks were "the catalyst for Breitling to get serious." Breitling began supplying these types of cockpit clocks to the military in the late 1930s. Military goods required timepieces that were durable and well-made.

　He also introduced historical models from the chronograph collection, which continues to this day, such as the Premier, Navitimer, Superocean Slow Motion, Top Time, and Chronomat, along with the background to why they were created.

Photograph by Takuji Onda

The Premier was born in 1945. It was developed as an elegant chronograph watch, not as a tool watch. It was reissued in 2018 and is now part of the current collection of the same name.

Photograph by Takuji Onda

(Left) "Chronomat 41." This collection was released in 2009 along with Breitling's in-house movement, Cal. 01. (Right) Breitling has been developing women's watches since the 1940s. While Breitling is known for its tool-like men's watches, it still offers women's models in its main collections, such as the Navitimer and Superocean.

　After these masterpieces, Breitling released the Chronomat in 1984. Initially powered by the ETA7750, the collection was upgraded to the Caliber 13 in 1994. According to Hirota, the Caliber 13 was a "magically modified ETA7750." Breitling improved the ETA7750 in pursuit of even greater precision, and after declaring in 1999 that all of its products would be 100% chronometer-certified, all of its movements, including the Caliber 13, have undergone COSC-certified chronometer testing.

　After the Caliber 13, Breitling's in-house chronograph movement, the Caliber 01, was released in 2009.

Since its launch in 2009, the Cal. 01 has undergone repeated improvements. It boasts COSC-certified chronometer accuracy and a power reserve of approximately 70 hours. It's also worth noting that there are no time periods during which the calendar cannot be manipulated.

　Hirota gave a maniacal explanation of the behind-the-scenes story behind the development of this chronograph, which he describes as "a very solid, sturdy, Breitling-like movement" (apparently members of the movement development team at a certain brand were involved...?), as well as the evolutionary history of the watch, which has been continuously improved since 2009 and now has "100% different parts."

Historical models will be on display in the boutique during the period.

Photograph by Takuji Onda

In addition to archive items brought in specifically for this travel exhibition, the store also featured the latest models such as the Chronomat and Navitimer. Staff from the store and Breitling Japan were on hand to assist with the event. Customers were welcome to touch and try on the products as they wished, provided they requested a staff member.

　After the talk event, participants were free to look around the store and spend time chatting with each other, including Hirota.

　At this event in Omotesando, one guest brought along and showed off his own collection of Breitling trading post clocks manufactured between the late 19th and early 20th centuries! A Breitling Japan staff member laughed, saying, "He brought something older than the exhibits."

Travel Exhibition Overview

・Breitling Boutique Omotesando
[Date]
May 2024 (Sat) - June 6 (Tue), 15
【business hours】
11 hour to 20 hour
【Street address】
Zip code:150-0001
東京都渋谷区神宮前6-2-9
【phone】
03-3663-1168

・Breitling Boutique Osaka
[Date]
November 2024th (Thursday) - December 6th (Sunday), 27
【business hours】
11:00-19:00 (Closed every Wednesday)
【Street address】
Zip code:542-0081
Minamisenba, Chuo-ku, Osaka, Osaka Prefecture 4-12-6
【phone】
06-4704-1884

Readers will be entered into a giveaway to win a Breitling travel sticker!

*The following applications have now closed.

These travel stickers were presented by Breitling, and feature motifs that correspond to the cities where Breitling has boutiques.

　We were given a set of travel stickers created by Breitling to coincide with their 140th anniversary event. We are giving these stickers away to webChronos readers!

　If you are interested, please apply using the application form below by 11:59 PM on July 1, 2024. 26 readers will be randomly selected to receive one of these stickers.

*The personal information you provide will not be used for any purpose other than shipping the stickers.
*You cannot specify the type of sticker.
*Only the winners will be contacted. Please note that if the winning email is sent to an unknown address, the winning will be invalidated.

Contact info: Breitling Japan Tel. 0120-105-707

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