The launch of the Breitling Navitimer a genuine wrist instrument is being offered which is also the instrumental symbol of the brand. Ingenious and efficient, this chronograph has"computer aviation," a circular slide rule that is capable of performing all calculations related to air navigation.
The Navitimer became the official watch of the AOPA (Aircraft Owners and Pilots Association), the largest worldwide association of pilots. In the fifty years of existence, this watch has acquired the status of a cult object. As such, it has joined the very select circle of modern objects that are ultra-functional and timeless that marked the 20th century.
Since the famous reference "806" of 1952, the Navitimer has traveled through time without changing either shape or spirit. Produced continuously, it is now the dean of all chronographs manufactured worldwide.
It all started in 1884, Leon Breitling opens in St. Imiez, in the Swiss Jura, a workshop specializing in making chronographs and precision counters for science and industry. To address the significant growth of its business, Leon Breitling in 1892 moved his business in La Chaux-de-Fonds, which was then the metropolis of Swiss watchmaking. In 1914, the death of Léon BREITLING, his son Gastontakes over. He created the first wrist chronograph in 1915. It will then provide the first wrist instruments to Airmen. BREITLING developedin 1923, the first independent chronograph push.
In 1934 Breitling develops the second push reset. This invention,which allows the accumulation of several successive short times,giving the chronograph its current configuration. Breitling becomes the official supplier to the Royal Air Force and this marks the beginning of the great cooperation with the aviation world.
Meanwhile, the firm expands its business customers with U.S. forces. BREITLING founded in 1952, the Navitimer, a wrist instrument equipped with the famous "computer aviation" for performing all calculations necessary for navigation. This exceptional chronograph watch will quickly become the favorite of pilots around the world.
As with any market there is competition and in the luxury watch segment it is very active with as many as 20 brands. There are great fashion brands such as Cartier, Baume & Mercier and Louis Vuitton present along with specialized brands, such as Rolex, IWC and Zenith.
The biggest competitor to Breitling is Rolex as this brand has the same advantages as Breitling: a handmade, an ancestral know-how and above all an international reputation for his country of origin: Switzerland. Rolex watches are the most sold in the market as they have all the qualities consumers are looking for.
The various elements introduced by Breitling to meet the consumer'sneed to belong is also joined to meet the need for esteem. Breitling playing with its very precise targeting induced in an egocentric consumer knowing that only a minority of people are expected to meet the criteria characterizing the typical consumer of the brand.
In addition to targeting very specific attributes of enthusiasts and professionals the typical consumer is very rewarding. When one combines these attributes the notion of elite appears automatically. The consumer is thus valued answer to their need for esteem. In addition to being a product for enthusiasts and professionals, the Navitimer is a watch that promotes itself. Indeed it is defined by Breitling as a cult object. The term "cult" shows how one defines the object that is not only a gem, but an integrated part in a heritage. The Navitimer figure is essential to any jewelry collection.
Tags: History of Breitling, the Navitimer, analysis
[...] The motivations of the consumer: Motivation is a concept related to the needs , but it is also provided with an emotional dimension . It is a state of tension that leads to the reactions of the individual. It integrates an emotional dimension into the motivation, that is to say an irrational factor. Motivations help prioritize needs . Here we will study the involvement of the consumer; a particular motivation is the ratio of the consumer product. The interest in the subject : Consumers will express a particular interest in the brand . [...]
[...] Also , there are shows in detail in the bottom left , so that the target can have a concrete idea about the product , and then to finish, the logo and brand signature on the bottom right . MEANING / SERVED : Meaning : A star involved in aviation, but not just any star! This is John Travolta. He is dressed in an outfit from the U.S. Army , with a fighter jet resembling those of Pearl Harbor behind him. [...]
[...] The visual media imposes its code on a target selection. This selection is desired by the company which wants to reach a certain group of people called the target heart . The target heart is different according to some variables is the product itself , the policy of the company , the history of the company or method of manufacture . The core target of Breitling is influenced by these variables and in particular those of the company policy and the method of manufacture . [...]
[...] aircrafts , the notion of elite automatically springs from it . The consumer is therefore valued in response to their need for esteem. In addition to being a product for enthusiasts and professionals, the Navitimer is a watch that is valued by itself. Indeed it is defined by Breitling as a cult object . The term "cult" defines the shows as an object that is no longer just a jewel, but an integrated part in a heritage. The Navitimer figure is essential to any jewelry collection. [...]
[...] It then makes the link with the plane of the photograph, a representation of American high technology. The conclusion is then the impression of a high- end product when the brand logo is observed. Indeed, the entry under the brand logo establishes the seniority of Breitling which is added with wings and anchor, signing them as an official supplier to the U.S. Aeronautics pledge of quality. To conclude, we summarize the advertisement in three words : American Prestige and Performance. INTRODUCTION : This aviation advertising aims to sell Breitling watch to a passionate target population. [...]
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