Breitling’s Acquisition of Gallet: A Strategic Expansion into Multi-Brand Watchmaking

Breitling, a renowned Swiss luxury watch manufacturer, has announced its acquisition of Gallet, a historic Swiss watch brand. This move aligns with Breitling’s corporate strategy of expanding its market presence by reviving dormant brands at varied price points. The relaunch of Gallet, expected in mid-2026, signifies Breitling’s intent to establish a multi-brand watchmaking portfolio. This article explores the implications of the acquisition, the history of Gallet, and its potential market impact.

Breitling’s Strategic Growth Plan

Under the leadership of CEO Georges Kern, Breitling has adopted a corporate strategy focused on diversifying its brand portfolio. The company aims to offer watches at different price levels, catering to a wider customer base. The acquisition of Gallet is a key component of this strategy, providing an opportunity to introduce a value-oriented sister brand. The decision comes at a time when Breitling’s average sales price has risen significantly, leading to a gap in the mid-range watch market. 

The newly relaunched Gallet watches will be available in Breitling boutiques alongside the parent brand, utilizing Breitling’s existing production facilities for assembly. These watches will be priced between 3,000 and 5,000 Swiss francs, making them more accessible to consumers seeking high-quality Swiss watches at a competitive price point.

The History and Legacy of Gallet

Founded in 1826, Gallet has a long-standing reputation for innovation in watchmaking. The brand is best known for its robust chronographs and pioneering advancements in water-resistant timepieces. Among its most notable models are:

– Gallet MultiChron Clamshell (1939) – One of the first water-resistant chronographs, recognized for its durability and functionality.

– Gallet Flying Officer – Famously worn by U.S. President Harry S. Truman, this watch was designed for aviators and featured a rotating bezel to track multiple time zones.

– Gallet Pocket Watches and Stopwatches – Used by the Wright brothers to time their first successful powered flights in 1903, marking the beginning of the aviation era.

By drawing inspiration from its historical models, the revived Gallet brand aims to appeal to both collectors and new customers who appreciate heritage timepieces with modern enhancements.

The Acquisition Process

Breitling’s acquisition of Gallet was finalized through a purchase option held for over two years. The deal, completed approximately eight months ago, involved securing the Gallet name and related intellectual property assets. This marks Breitling’s second major acquisition in recent years, following the purchase of Universal Genève in 2023. 

The acquisition cost for Gallet remains undisclosed, though it is reported to be significantly lower than the 60 million Swiss francs Breitling paid for Universal Genève. Unlike Universal Genève, which will re-enter the market with high-end watches priced above 15,000 Swiss francs, Gallet will be positioned as an affordable yet premium alternative in the mid-tier segment.

Breitling’s Position in the Market

Breitling is one of the top ten Swiss watch brands, known for its iconic models such as the Navitimer and Chronomat chronographs. According to estimates by Morgan Stanley and LuxeConsult, the average sales price of a Breitling watch in 2024 was approximately 7,400 Swiss francs. The company recorded sales of around 850 million Swiss francs in 2024, experiencing a slight decline compared to the previous year.

The introduction of Gallet is expected to complement Breitling’s existing lineup by attracting customers who may find Breitling’s pricing prohibitive. The brand will be sold in approximately two-thirds of Breitling’s 300 boutiques worldwide, ensuring strong global visibility and accessibility.

Market Challenges and Opportunities

The relaunch of Gallet coincides with a challenging period for the Swiss watch industry. Swiss watch export data indicates that growth in the mid-tier segment has lagged behind that of high-end luxury timepieces. However, the strong historical association of the Gallet brand with the U.S. market, now the largest export destination for Swiss watches, is expected to drive initial sales momentum.

Breitling’s decision to incorporate Gallet into its boutique network provides several strategic advantages:

– Brand Recognition – Gallet’s heritage and historical significance can attract enthusiasts familiar with its legacy.

– Market Segmentation – Offering watches at different price points allows Breitling to capture a wider customer base.

– Operational Synergies – Utilizing Breitling’s manufacturing and distribution capabilities streamlines production and reduces costs.

Expected Models and Features

The first wave of Gallet’s revived collection is expected to include:

– Gallet MultiChron – A modern interpretation of the 1938 Clamshell, retaining its original design elements while incorporating contemporary materials and movement technology.

– Flying Officer – A reissue of the classic model worn by President Truman, preserving its aviation-focused functionality and historical charm.

– New Chronographs – Featuring Sellita or other third-party movements, ensuring reliability and affordability.

Breitling’s strategy is to preserve Gallet’s design heritage while integrating modern advancements in horology. This approach aligns with the current trend of heritage reissues, which have gained popularity among collectors and new buyers alike.

Challenges in Brand Revitalization

While the revival of Gallet presents significant opportunities, there are also potential challenges:

– Market Competition – The mid-tier Swiss watch segment is competitive, with brands like Longines, TAG Heuer, and Tudor already well-established.

– Consumer Perception – Successfully positioning Gallet as a desirable brand requires effective marketing and brand storytelling.

– Economic Factors – Market demand for mid-range luxury watches may be influenced by broader economic conditions and consumer spending trends.

Despite these challenges, Breitling’s experience in brand management and retail distribution provides a strong foundation for Gallet’s successful relaunch.

Conclusion

The acquisition and planned relaunch of Gallet reflect Breitling’s ambition to evolve into a multi-brand watchmaking group. By reintroducing a historically significant yet currently dormant brand, Breitling aims to expand its customer base and reinforce its position in the Swiss watch industry.

With a well-established retail network, strong marketing capabilities, and a commitment to preserving Gallet’s heritage, Breitling is well-positioned to make this initiative a success. As the launch date approaches in 2026, watch enthusiasts and collectors eagerly anticipate the return of Gallet and its classic chronographs.

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