The brand marks its 140th anniversary with yearlong festivities, stories highlighting historic milestones, a global vintage watch exhibition, limited-edition releases, and the Breitling Then & Now pop-up museum in Zurich. Breitling’s legacy is one of firsts. Throughout its 140-year history, the brand invented the modern chronograph, equipped the first pilot’s watch with a circular slide rule, sent the first Swiss wristwatch into space, and developed the first dive chronograph. It also codeveloped the first automatic chronograph movement, miniaturized the first international emergency beacon in a watch, was the first to make its movements 100% COSC certified, and continues to break ground with innovations like the first traceable watch and its array of manufacture movements designed and assembled at the Breitling Chronometrie. The stories behind these breakthroughs will be highlighted throughout Breitling’s anniversary year—a milestone the brand is celebrating with the slogan “140 Years of Firsts.”

The yearlong festivities began in March 2024 with the 25th anniversary of the Breitling Orbiter, the first balloon to circumnavigate the globe nonstop in just under 20 days. Celebrations have continued throughout the year with special activities such as the Time Capsule exhibition, a traveling showcase of curated vintage watches from Breitling’s archives. This exhibition will be featured in over 50 Breitling boutiques across Europe, Asia, the Americas, the Middle East, and Australia over the coming months.

As an interactive part of the celebration, the brand has just opened its first pop-up museum, Then & Now. Located in the heart of Zurich, the museum explores Breitling’s history though its Air, Land, and Sea universes. Set on three dynamic floors, it includes a street-level Breitling Café. Breitling is also commemorating its history of well-known and lesser-known firsts with the release of the book 140 Years in 140 Stories, coming out this fall from Rizzoli. As Breitling CEO Georges Kern reflects, “Celebrating Breitling’s 140 Years of Firsts highlights our pioneering spirit and groundbreaking achievements, honoring our past while guiding our future. Each event, exhibition, and story this year emphasizes our tradition of excellence and commitment to innovation.”

EXPLORE OUR HISTORIC FIRSTS Chronograph history: The first single and dual pusher 1915/1934 In 1915, Breitling introduced the first wrist-worn chronograph with a single independent pusher at 2 o’clock, allowing for start, stop, and reset functions. In 1934, Breitling released the first dual-pusher system, separating out the chrono’s reset function—and cementing the design of the modern chronograph. Premier: The first chronograph to blend purpose with style 1943 In the midst of World War II, Willy Breitling envisioned a future where chronographs would combine functionality with elegance. The Premier line emerged, showcasing superior craftsmanship and stylish designs, becoming a symbol of refined taste and postwar optimism. Navitimer: The first wrist-worn flight computer 1952 The Navitimer was developed as the first wristwatch with a circular slide rule, which is essential for pilots to perform flight calculations. Officially endorsed by the Aircraft Owners and Pilots Association (AOPA), it became an iconic tool for aviators and a favorite of notable figures like Miles Davis and Serge Gainsbourg. SuperOcean: The first dive chronograph 1957 Breitling’s SuperOcean marked a significant advancement in dive watches, being the first to feature a chronograph. It set new standards with its robust design and water resistance, catering to the needs of professional divers. Cosmonaute: The first Swiss wristwatch in space 1962 The Cosmonaute, a customized Navitimer with a 24-hour dial, accompanied astronaut Scott Carpenter on his Aurora 7 mission on March 24, 1962, making it the first Swiss wristwatch in space. Top Time: The first to make the chronograph cool again 1964 Breitling's Top Time captured the youthful spirit of the 1960s with bold designs and advanced chronograph functions. It gained widespread popularity, even featuring on the wrist of James Bond in Thunderball, marking its status as a symbol of cool.

Project 99: The first automatic chronograph caliber 1969 Project 99 saw a collaboration between Breitling, Heuer Leonidas, Hamilton Buren, and Dubois-Dépraz to create the world’s first automatic chronograph movement, the Caliber 11. This innovation revolutionized watchmaking by combining the convenience of automatic winding with chronograph functionality. Chronomat: The first in a mechanical renaissance 1983 During the quartz crisis, the Chronomat marked Breitling’s commitment to mechanical watches. Designed for the Frecce Tricolori aerobatics team, it featured robust construction and rider tabs at the 15-minute marks, heralding a resurgence of interest in mechanical chronographs. Breitling Orbiter 3: The first nonstop balloon flight around the world 1999 In 1999, the Breitling Orbiter 3 completed the first nonstop balloon flight around the world, covering 45,633 km in just under 20 days. This historic journey, led by Bertrand Piccard and Brian Jones, highlighted Breitling’s spirit of adventure and technical innovation. Breitling Chronometrie: The first 100% COSC commitment 1999 Breitling became the first Swiss watchmaker to have every one of its timepieces certified by the COSC, ensuring exceptional precision and reliability across its entire range of watches. Avenger: The first name in military aviation 2000 Introduced in 2000, the Avenger collection was designed to meet the rigorous demands of military aviation, offering unparalleled robustness and functionality. Today, it continues to be a trusted companion for military personnel and aviation enthusiasts alike. Breitling today remains committed to pushing the boundaries of watchmaking, building on its rich history of innovation. As it celebrates 140 years of remarkable achievements, the brand is ready to continue setting new standards for years to come.

BREITLING Founded in 1884, Breitling is a leading Swiss watchmaker. The innovative company invented the modern chronograph and pioneered the navigational tool watch. Today, it is still breaking new ground as a casual, inclusive, and sustainable luxury brand with more than 270 industrialloft-inspired retail locations around the world. Breitling’s collections center around air, land, and sea pursuits, all captured in the brand’s unmistakable modern-retro style. The exceptional quality of every watch movement is confirmed by its status as a COSC-certified chronometer, and the brand remains one of only a handful of independent watchmakers to produce its own manufacture calibers. Today, Breitling is on a mission to do better, by creating beautiful products and experiences with better materials, better manufacturing, better packaging, and end-to-end traceability. Combining classic watchmaking with the latest and most sustainable innovations, Breitling is both a company with history and one that is ahead of its time.