Breitling SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 10178

SWOT analysis of Breitling analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Breitling SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Breitling to benchmark its business & performance as compared to the competitors and industry. Breitling is one of the leading brands in the lifestyle and retail sector. The table below also lists the top Breitling competitors and elaborates Breitling market segmentation, target group, positioning & Unique Selling Proposition (USP).

Breitling SWOT, Competitors, Marketing STP & Brand analysis Table
Breitling Brand Analysis
Parent Company

Breitling SA


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Instruments for professionals


Breitling watches that are as accurate and as rugged as required by aviation and marine industry

Breitling STP

High Income segment

Target Group

High Income Men and Women


Breitling offers accurate and indestructible watches made for aviation and marine professionals

Breitling SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Breitling. Strengths are:

1. The brand has a positioning of being a watchmaker that makes aviation quality watches and has a very powerful brand association with the industry

2. Breitling has sponsored the Breitling Jet Team which is the largest civilian aerobatic display team in Europe – in line with the brands positioning and brand image

3. The Breitling for Bentley exclusive collection of watches extremely popular and benefitted the brand

4. Extremely popular top of the mind brand

5. Very good advertising and brand visibility through TVCs and print ad campaigns

6. Breitling has a strong legacy since its inception in 1884


Here are the weaknesses in the Breitling SWOT Analysis:

1. Competition is high hence brand switching is quite dominant in this segment

2. Breitling brand has not been able to establish presence and has been unable to capture the markets as its perceived to be expensive


Following are the Opportunities in Breitling SWOT Analysis:

1. The brand can explore different product segment and sports sponsorships to widen its target group and positioning of being aviation and marine specific

2. Breitling can find opportunities in developing economies that have shown high growth in the luxury watch segment

3. Breitling being professionally oriented can explore different opportunities apart from the aviation industry for its marketing communication


The threats in the SWOT Analysis of Breitling are as mentioned:

1. Breitling's competitors enjoy higher brand recall leading to the threat the consumer of switching over to them

2. The brand is very niche which may threaten their sales with competitors that launch collections or product range that concerns the target audience

Breitling Competition

Below are the top 16 Breitling competitors:

1. Breguet

2. TAG Heuer

3. Cartier

4. Omega

5. Longines

6. Rado

7. Tissot

8. Hublot

9. Patek Philippe

10. Swatch

11. Chopard

12. Rolex

13. Seiko

14. Richemont

15. Panerai

16. Ulysse Nardin

The brandguide table above concludes the Breitling SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Breitling. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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