BREITLING INTRODUCES THE SUPER CHRONOMAT AUTOMATIC 38 ORIGINS
Breitling is a #SQUADONAMISSION to do better by making luxury more sustainable. The brand’s first-ever “traceable watch” transparently informs and engages owners about the origins of its precious materials. A provenance record on the owner’s blockchain-backed NFT details the responsible measures taken along the supply chain for the watch’s artisanal gold and lab-grown diamonds, with all information independently verified.
The Super Chronomat Automatic 38 Origins is designed to make a statement, whether paired with a power suit or a t-shirt and jeans. You can tell a “Super” from the rest of the Chronomat family by the ceramic rider tabs and crown, and the rubber rouleaux bracelet only available with this supercharged line. But aside from its enhanced presence, this new watch has another important statement to make. It’s the beginning of Breitling’s mission to do better.
“Breitling is on a mission to create beautiful products and experiences with better materials and better manufacturing,” said Georges Kern, CEO of Breitling. “Our roadmap begins here with the proof-of-concept Super Chronomat Origins.”
By 2025, Breitling’s entire product portfolio will feature better gold and better diamonds: artisanal gold and lab-grown diamonds, responsibly sourced from accredited suppliers. To be fully accountable to its mission, Breitling is also introducing end-to-end traceability.
Until now, there have been limits on how far you could trace precious materials. Even when following industry best practices, tracking gold and the small “melee” diamonds used in watchmaking to their origins had been nearly impossible. By default, these raw materials tend to be combined from many different sources—meaning their provenance literally gets lost in the mix. Breitling wanted to do better.
The better gold and better diamonds used in Super Chronomat Origins enable the brand to know that its precious materials are free from association with conflict or human rights abuses. Breitling is also able to assess the social and environmental impact all along the supply chain and give back directly to the communities involved. The entire chain of custody has been independently verified and recorded in a blockchain-backed NFT that comes with every Super Chronomat Origins.
“Consumers are increasingly reflecting on the products they buy and what goes into them. We want to give them those answers upfront,” said Kern. “Super Chronomat Origins is one step on a transformative journey at Breitling. This is just the beginning.”