Breitling Resurrects Gallet to Target Affordable Luxury Watch Market

The historic Swiss watchmaker Gallet has been revived after a 30-year hiatus, now operating under Breitling's House of Brands. The relaunch targets modern adventurers with entry-level mechanical chronographs, priced between 2,500 and 3,700 Swiss Francs. All Gallet watches are manufactured within Breitling's existing infrastructure, ensuring high-quality production and service.

Gallet's return is a strategic move by Breitling CEO Georges Kern to fill the gap in the accessible luxury market. As Breitling has elevated its own collections to higher price points, the Gallet brand is positioned to attract aspiring collectors without competing with Breitling's core offerings. The brand's Managing Director, Erwan Rossignol, confirmed that every Gallet timepiece is assembled at Breitling Chronométrie in La Chaux-de-Fonds.

Founded in 1826, Gallet boasts a rich heritage in aviation and exploration. The brand's watches timed the Wright brothers' first flight in 1903 and were used by President Harry S. Truman and Formula One champion Jim Clark. The relaunch features four collections, including the modernized Flying Officer worldtimer and the Multichron Pilot, inspired by a 1969 design. These watches use Sellita-based automatic movements, modified to Breitling's standards.

Gallet is differentiating itself with a rugged, expeditionary identity, sponsoring outdoor practitioners like wildlife photographer Donal Boyd and climber L. Renee Blount. The brand will be available in 160 global points of sale, leveraging Breitling's existing retail network. The challenge ahead is convincing consumers that Gallet, after a three-decade absence, still holds the mechanical authority to command premium prices.