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Breitling SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: November 30, 2023Read time:

Here is a detailed SWOT analysis of Breitling covering strengths, weaknesses, opportunities and threats.

Breitling Strengths

  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

Above are the strengths in the SWOT Analysis of Breitling. The strengths of Breitling looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Breitling Weaknesses

  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

These were the weaknesses in the Breitling SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Breitling Opportunities

  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

Above we covered the opportunities in Breitling SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Breitling Threats

  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

The threats in the SWOT Analysis of Breitling are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Breitling SWOT analysis.

About Breitling

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Breitling Overview
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 Market

High Income Men and Women


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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