In November, the Performance team launched a campaign to take the Breitling brand to the wider Middle East audience in a way that hadn’t previously been undertaken by a watch brand. The result: a four-country tour, taking in the UAE, Qatar, Kuwait and Bahrain, with media briefings in the Breitling Boutiques in the respective markets.
What was essentially an opportunity to introduce the brand to local media was given added significance with the launch of a new watch in each market – either the Navitimer GMT Aurora Blue or Chronomat 44 Blacksteel Special Edition models.
With in-Boutique presentations and demonstrations by Breitling’s regional head, followed by lunch at some of the Middle East’s top restaurants (including At.mosphere in the world’s tallest building, the Burj Khalifa), the tour was a huge success. In total almost 40 journalists and photographers received an in-depth induction into the amazing Breitling brand.