Breitling is more than just a watchmaker—it’s a legacy brand known for precision, innovation, and its deep ties to aviation and adventure. Founded in 1884, Breitling has built a reputation for crafting timepieces that blend technical excellence with rugged elegance. From early chronographs that helped pilots navigate the skies to today’s high-performance luxury watches, Breitling remains a symbol of fearless exploration and uncompromising quality.
The Early Years: Building a Foundation of Precision (1884–1930s)
Breitling was founded in Saint-Imier, Switzerland, by Léon Breitling, who specialized in chronographs and precision instruments for scientific and industrial use. By 1915, the brand had already developed one of the first wrist-worn chronographs, a crucial tool for aviators and professionals who needed to track elapsed time.
In 1934, Breitling revolutionized the watch industry by introducing the second independent chronograph pusher—a now-standard feature that allowed users to reset the stopwatch function without interfering with timekeeping. This innovation cemented Breitling’s reputation as a pioneer in precision timing and laid the groundwork for its future dominance in aviation.
Aviation Partnership and the Birth of the Navitimer (1940s–1960s)
As aviation took off in the mid-20th century, Breitling became the go-to watchmaker for pilots and military forces. The most iconic milestone came in 1952 with the introduction of the Breitling Navitimer—a chronograph with a built-in circular slide rule capable of performing complex flight calculations. It quickly became a favorite among airline pilots and even earned the endorsement of the Aircraft Owners and Pilots Association (AOPA).
In the 1960s, Breitling further proved its technical prowess by collaborating with Heuer and Buren to create one of the first self-winding chronograph movements—the Caliber 11—used in the Breitling Chrono-Matic. This era firmly established Breitling as a leader in innovation during the golden age of mechanical watchmaking.
Challenges and Revival (1970s–1990s)
Like many Swiss watchmakers, Breitling was hit hard by the Quartz Crisis of the 1970s. However, the brand adapted quickly by introducing high-accuracy quartz models and emphasizing its commitment to aviation-grade performance.
In 1979, Ernest Schneider—a pilot and watch enthusiast—purchased the company and infused it with new energy. Under his leadership, Breitling reconnected with its aviation roots and introduced models like the Aerospace and Emergency, which included advanced digital displays and even a built-in distress beacon.
Modern Breitling: Innovation Meets Style (2000s–Today)
Today, Breitling is celebrated for combining heritage-inspired designs with cutting-edge technology. Their watches are COSC-certified chronometers, meaning they meet the highest standards of Swiss accuracy. Models like the Superocean, Navitimer, Chronomat, and Avenger offer specialized functions for divers, aviators, and adventurers alike.
Breitling has also embraced sustainability and inclusivity, becoming one of the first luxury watch brands to produce watches using lab-grown diamonds and recycled materials under its “#SQUADONAMISSION” campaign. Celebrity collaborations and a focus on lifestyle branding have helped Breitling expand its audience beyond the cockpit and into the mainstream of modern luxury.
Breitling at Johnston Jewelers
At Johnston Jewelers, we’re proud to offer an expertly curated selection of Breitling timepieces. Whether you’re seeking a professional-grade chronograph or a refined sports watch, Breitling’s timeless engineering and distinct design language make it a standout choice for collectors and first-time buyers alike.
Our team is here to guide you through the different collections, explain the complications, and help you find a model that fits your style, needs, and aspirations. As a trusted family jeweler for over 50 years, we ensure that every Breitling watch we offer meets the standards of excellence our clients have come to expect.