One of the first things that Breitling CEO Georges Kern did when he assumed his role back in the summer of 2017 was reinvent how the brand marketed itself. Some of the ways that the brand had presented itself in the past, such as with an over-the-top focus on scantily clad women, were immediately jettisoned; while longtime partnerships, such as with Bentley Motors, and the brand’s focus on aviation, remained in clear view. Perhaps the largest way that Kern repositioned the brand was through the “Air, Sea, and Land” initiative that repositioned the brand’s product offerings thanks, in part, to the success of the Héritage Superocean II immediately prior to his arrival.
With the “Air” and “Sea” categories taken care of, the land category was in need of some attention. Enter the Norton Motorcycle Company, one of the most beloved and storied firms in the entire motorcycle world. Not just recognized for the high degree of horsepower and mechanical potency found in each bike that bears the Norton logo, the company also imbues each of its motorcycles with classic good looks that echo the golden age of racing. This combination made it the perfect partner for Breitling, a brand that has its design heritage focused squarely on the century between 1884 and 1984. Premier B01 Chronograph 42 Norton Edition with a brown vintage raw-leather strap and pin buckle (PPR/Breitling)°
The first result of the partnership between Breitling and Norton...