Breitling Watches's Slogans & Taglines

Breitling SA traces its origins to 1884, when Léon Breitling founded a workshop in St. Imier, Switzerland, dedicated to precision chronographs. The brand pioneered the modern two-pusher chronograph layout in 1915 and 1934, and became synonymous with aviation after supplying cockpit instruments to the British Air Ministry and launching the iconic Navitimer in 1952 with its circular slide rule. The 1962 Cosmonaute became the first Swiss wristwatch in space, while the 1984 Chronomat—developed with the Frecce Tricolori—helped revive the mechanical watch market during the quartz era. Its slogans evolved from the technical "Instruments for Professionals" to the heritage-driven "140 Years of Firsts" and the modern mission of "casual, conscious luxury with purpose and a touch of fun." Today, under streamlined Air, Land, and Sea collections, Breitling crafts COSC-certified chronometers with in-house manufacture calibers, sold through over 280 industrial-loft-inspired boutiques worldwide.