In 1940, Willy Breitling introduced the ‘Premier’ line, a collection that redefined the chronograph as more than a technical tool. It became an emblem of refinement, made for those who valued precision as much as style. Among those early pieces were designs created specifically for women, an uncommon gesture at a time when most watchmaking catered to men. Brietling’s new ‘Lady Premier’ builds on that foundation, revisiting the watchmaker’s archives to craft a watch that feels deeply rooted yet distinctly modern.
“Lady Premier is a new take on the elegant watch that’s confident, feminine, and full of character, just like the woman who wears it,” explains Georges Kern, CEO of Breitling.
Willy Breitling’s vision for the ‘Premier’ series was to unite function with elegance. He believed a watch could speak to personality as much as performance. His wife, Beatrice Breitling, shared that belief and shaped the softer codes of the house, lending a sense of ease and proportion that still informs the brand’s design language. The ‘Lady Premier’ embodies that sentiment.
Pablo Widmer, Head of Product Design at Breitling explains: “Our signature style is modern retro. We started with an archival design that stirred emotion, and through updated curves, finishes, and tones, shaped it into something unmistakably up-to-date.”
The ‘Lady Premier’ is both sculptural and restrained. Its case flows seamlessly into the strap, creating a balanced silhouette that feels refined on the wrist. Ombré alligator leather straps in Aubergine, Sage, Dove Grey, and Chocolate lend quiet depth, while dials shimmer with silk-like texture.
Powered by the COSC-certified Breitling Caliber 10, the ‘Lady Premier Automatic 36’ offers a 42-hour power reserve. Diamonds curve naturally along the bezel and lugs, softening its architectural lines. The smaller ‘Lady Premier 32’ translates these details into a more compact form, with dials in mother-of-pearl, Ink Blue, and Midnight Black. A new Chevron bracelet, inspired by the original ‘Premier’ link, gives it a refined sense of movement. Inside, the SuperQuartz™ movement ensures exceptional precision.
Breitling’s commitment to responsibility is evident throughout the collection. The gold used in the ‘Lady Premier’ is responsibly sourced, and all diamonds are traceable and lab-grown. Every choice reflects a brand that values both craftsmanship and integrity.
The ‘Lady Premier’ campaign stars Meghan Roche, Shahed Elnakhlawy, and surfer Mason Barnes. It portrays women who carry elegance lightly—unforced, expressive, and assured. Each wears the watch as an extension of self rather than an accessory.
The ‘Lady Premier’ brings Breitling’s past into the present with clarity and restraint. It acknowledges the women who shaped the brand’s history while speaking directly to those defining its future. In design and in spirit, it proves that true style has never been about ornament but about intention.
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