Breitling SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

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. As of 2020, Breitling is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Breitling competitors and includes Breitling target market, segmentation, positioning & Unique Selling Proposition (USP).

Breitling SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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
Breitling Segmentation

High Income segment

Breitling Target Market

High Income Men and Women

Breitling Positioning

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

Breitling SWOT Analysis
Breitling Strengths

Below are the Strengths in the SWOT Analysis of Breitling:

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

Breitling Weaknesses

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

Breitling Opportunities

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

Breitling Threats

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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