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Breitling: Finding the Optimal Sales Channel Mix

Though direct-to-consumer is becoming much more important to watchmakers, Breitling CEO Georges Kern is spreading investment across several channels, rebalancing store networks and refusing to give up on trusted third-party retailers.
Breitling chief executive Georges Kern; Breitling watches at the exhibition at the '#LEGENDARYFUTURE' Roadshow in Zürich, Switzerland. Breitling; Getty Images.
Breitling chief executive Georges Kern; Breitling watches at the exhibition at the '#LEGENDARYFUTURE' Roadshow in Zürich, Switzerland. Breitling; Getty Images.

This article first appeared in the special edition of The State of Fashion: Watches and Jewellery, co-published by The Business of Fashion and McKinsey & Company. To learn more and download a copy of the report,

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