With 139 years of history, the Swiss watch brand Breitling impresses the world with its timeless designs, craftsmanship from premium materials, and undeniable appeal to watch enthusiasts.

Joining Breitling in 2015, with a solid foundation and experience, Alvin Soon is currently the Chairman of Breitling in the Asia region. Throughout his eight years in the Asian market, with dedicated leadership in the industry, Alvin Soon has continued to deliver remarkable stories in brand development and market expansion.

To mark the opening of Breitling's first boutique in Ho Chi Minh City, Travellive interviewed Alvin Soon, President of Breitling in Asia.

Breitling is still a relatively new brand to Vietnamese consumers. Could you introduce some details about Breitling watches, their history, and the special qualities they possess?

Breitling is a 139-year-old independent Swiss watch brand with a long history of watchmaking heritage; we have been pioneers in wristwatches since 1884. Our brand DNA (the essence of our brand identity) is all about holistic elegance, simplicity, conscious design, and a joyful feeling. This is clearly evident from the modern-classic industrial style of our stores, combining versatility and sportiness while remaining relaxed so that all customers can deeply immerse themselves in the Breitling universe.

A watch typically serves two purposes: as a piece of jewelry and as a functional timepiece. Known for its tool watches, what sets Breitling apart from other brands?

Breitling has focused on timekeeping since 1884. It is the only Swiss luxury watch brand in the world that claims all Breitling watches are COSC certified (Contrôle Officiel Suisse des Chronomètres - Official Swiss Chronometer Certification). To ensure quality and accuracy are never compromised, the cost of manufacturing these watches increases.

Furthermore, Breitling is one of the few watch brands that regularly introduces Capsule collections (selective, limited editions), so customers are constantly exposed to new and exciting watches throughout the calendar year, instead of the traditional annual launch concept in the watch industry. This strategic move will provide more excitement and choice for customers, giving them more reasons to visit stores to admire the new collections.

Previously, Breitling was considered a brand primarily for men due to its robust design. However, recently, some have suggested that, in order to attract a wider customer base, Breitling has altered the brand's traditional values.

All brands undergo periodic brand transformations to offer their customers something new, and Breitling is no exception. Over the past few years, we have streamlined and modernized all of our product lines to ensure our watches are more versatile.

We are gradually opening up a larger market, as the modern era of consumers is very different. The lines between solidity and style have begun to blur, similarly for luxury and casual fashion, which today we see collaborations between brands like Dior x Nike, LV x Supreme... All luxury brands need to rejuvenate to ensure they are relevant to their target audience while always maintaining the brand's DNA; at the same time, history and heritage remain very important.

Breitling's transformation is rooted in its aviation and watchmaking history. Embracing a new era by modernizing its products and stores to expand our reach from aviation to land and sea.

Breitling has introduced several women's collections in recent years. How is the brand performing in terms of gaining market share for women?

We've definitely been gaining market share for women in recent years, actively launching women's collections, named Navitimer 32/36, Chronomat for women, Superocean in smaller sizes, and several unisex models whose previous customer base was 95% male.

There will certainly be more women's collections added to the product line in the future. It's clear that modern women are increasingly seeking stylish and functional luxury watches to enrich their wardrobes.

What are Breitling's expectations for the Vietnamese market after opening two stores in Hanoi and Saigon? How has the Hanoi boutique's business performed over the past year?

We strongly believe in Vietnam's future potential as one of the key strategic markets across Southeast Asia. Therefore, we have decided to invest heavily in not just one, but two Breitling stores in Hanoi and Ho Chi Minh City.

The new stores allow us to introduce the world of Breitling to customers, and more importantly, to strengthen our brand presence in Vietnam, a country truly committed to developing this important market in the long term.

In Hanoi, our first store in Vietnam has been warmly received by customers, and business is developing steadily. We are working very closely with the retail team in Hanoi to organize more exciting events at the store over the next 3 to 6 months. We hope the Breitling community in Vietnam will grow even faster with exciting times ahead.

In your opinion, which Breitling watch is the best to own and why?

In my personal opinion, there are two Breitling watches you should have in your collection: the first is the Navitimer, created in 1952 and the most iconic pilot chronograph to this day, due to its highly applicable slide rule and distinctive design.

The second watch is the Chronomat, an elegant, sporty, and versatile timepiece with a robust dial, suitable for all occasions, from work to leisure and from day to night.

Thank you very much!