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Who's Who , Breguet

WHO'S WHO

It’s a rare occasion: when askedWhy have Breguet at Chronopassion?” Laurent Picciotto is visibly stuck for a quick answer. But the asker scarcely has time to savour his narrow victory before Laurent quickly recovers: “It goes without saying. We can’t do without Breguet. Breguet invented everything – or nearly,” before evening the score with one of his characteristic aphorisms: “beauty is eternal.” 

The relationship between Chronopassion and Breguet is now firmly established and very promising – but things were not always so. After having been at 271 Rue Saint Honoré for almost a quarter of a century, Breguet suddenly became the focus of special attention a few years ago when a very particular event occurred – the sale of the brand to the Swatch Group. “I stepped back a bit in order to observe what was happening: initially, it seemed to me that the image of the Group and that of the grand old lady of watchmaking were not really compatible,” recalls Laurent Picciotto. Within a few months, however, he was reassured: “Hayek senior adopted Breguet as his baby. He immediately grasped the magnitude and weight of its history. Within two or three years, he clearly stated his desire to develop it, whilst remaining committed to its great tradition. Breguet is not just any old brand. It constitutes a whole swathe of the history of watchmaking in its own right.” 

The developments undertaken by the Swatch Group were completely consistent with Chronopassion’s approach: preserving capital whilst constantly adding something new, in keeping with the founder’s original wishes. In the end, over the years, Breguet has successfully presented historic yet contemporary watches, at amazingly attractive prices.

Breguet continues to be a benchmark. Its timepieces are quite simply of perfect design. Every register is covered, from ladies’ watches through to military chronographs, raised to new heights by the brand in its approach to the Type 20,” concludes Laurent Picciotto. “Here in the twenty-first century, Breguet is still very much a force to be reckoned with.” 

 

Journalist : Olivier Müller 12/2012

 
Dear customers,
 
We are closed for summer holidays, re-opening on Monday 26th of August.
 
See you soon,
 
Chronopassion team
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