Cover Gregory Kissling, CEO of Breguet
Gregory Kissling, CEO of Breguet
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Tatler GMT catches up with Gregory Kissling, CEO of Breguet, at the opening of the brand’s boutique in ION Orchard, Singapore
As if his crisp double-breasted suit weren’t enough of a power statement, Gregory Kissling has also opted to go double wristed. The CEO of Breguet is astutely on brand, wearing the Classique Souscription on one wrist and the Type XX Chronographe 2075 on the other. Both pieces belong to Breguet’s 250th anniversary collection, which is being unveiled gradually throughout the year.
Kissling plays a pivotal role in overseeing this milestone—a towering task given Breguet’s stature as a trailblazer in modern horology, not to mention the brief timeline between his official appointment in October 2024 and the new year.
It is safe to say he has pulled it off with aplomb, enticing collectors old and new with refreshing reinterpretations of historical models, balanced by a striking new invention: Breguet gold. This alloy, a richer and more appealing shade of yellow gold, reflects both Kissling’s background as a microtechnology engineer and his long tenure as head of the Swatch Group’s precious metals division. (Boldly naming it after the brand also has precedent— consider the Breguet numerals.)
Read more: CEO Reshuffle: What it means for the watch industry?
Above Gregory Kissling hosting a dinner with Breguet’s VIP guests in Singapore
Gregory Kissling hosting a dinner with Breguet’s VIP guests in Singapore
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Over the past year, Kissling has been racking up frequent-flyer miles, reenergising the brand across the globe with his vigour and vision. When we finally meet in August in Singapore, where Breguet has a new boutique at ION Orchard, our conversation naturally turns to Breguet’s past, present and future.
You’re being credited for reinvigorating Breguet. How are you doing this while respecting its heritage?
My first mission was to plan for the 250th celebration. From the outset, it was clear that we needed not just a product strategy, but also a marketing strategy that would honour the brand’s legacy on a global scale. Rather than focusing all energy on a single grand event or one-off product launch, I wanted to create a year-long journey—a series of carefully curated releases that could tell the many layers of Breguet’s story.
By spreading the celebration across the year, we were able to give each chapter the attention it deserves, allowing audiences to digest not only the products but also the rich narratives behind them. It was about striking a balance between tradition and innovation: honouring the past, engaging the present, and boldly stepping into the future.
What do you wish to highlight about Breguet?
That innovation is our duty, the essence of what we do. But we don’t just innovate. Innovation at Breguet always has the customers in mind. For example, the Breguet gold. We wanted to revisit yellow gold, drawing inspiration from the gold used historically. By studying our patrimony of timepieces, we discovered that these watches were neither purely yellow nor purely rose.
At the same time, we wanted a gold alloy that reflected the standards of the 21st century. That’s why we introduced a subtle touch of palladium, giving the metal a modern, refined hue while staying true to the brand’s heritage.
Above Breguet Marine Hora Mundi 5555 features a dial inspired by NASA’s nocturnal vision of Earth
Breguet Marine Hora Mundi 5555 features a dial inspired by NASA’s nocturnal vision of Earth
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What have your past endeavours at the Swatch Group taught you about leading a legacy brand like Breguet?
That product should always come first. But you cannot produce good products without a strong team, so you have to unite the people around you.
The first thing that I did at Breguet was to establish a strategy, not just for products, but a global, 360-degree strategy encompassing product planning, communication and distribution. Once the strategy was validated by the group and the goals were clear, it became much easier to unite the team around a shared vision, rather than constantly experimenting and redoing everything along the way.
You’ve talked about how innovation is key at Breguet. Do you think there is more to explore in this area?
I believe there’s always room for improvement. In the quest for accuracy, there are always different ways to push further. We did that 15 years ago with the magnetic pivot. This is important to us because founder Abraham-Louis was always looking for new ways to improve precision—the tourbillon being one of his most enduring inventions.
He was not only a brilliant watchmaker but also a very good designer. We discovered that he invented the “chevé”-shaped sapphire crystal to reduce the total thickness of a pocket watch, which is why we introduced it in the Souscription wristwatch. So we’re also working to find new proportions, new designs.
Above Breguet Classique Tourbillon Sideral 7255 puts the spotlight on the tourbillon, Abraham-Louis Breguet’s most enduring invention
Breguet Classique Tourbillon Sideral 7255 puts the spotlight on the tourbillon, Abraham-Louis Breguet’s most enduring invention
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How do you plan to make Breguet more appealing to the younger generation who may not see mechanical watches as relevant?
The good thing about this new generation is that they’re looking for authenticity. And what better brand to embody that than Breguet? We don’t need to convince longtime collectors—they already know the brand. The challenge is reaching a younger, digitally savvy audience, and for that, social media is key.
Since February, we’ve been highlighting not just the history of Breguet, but also what goes on behind the scenes. It’s not just about beautiful product photography but also about showing the craftsmanship, the human touch, and the intricate processes behind every timepiece. We want to communicate this emotion.
Almost a year in, what have you learnt about Breguet that still surprises you?
I’m learning about the brand every day. I’ll probably never finish learning about it because there’s just so much history. I get inspired by the past and, as an engineer, I love mixing the past with new technologies and techniques. I think they make for a fantastic marriage
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
