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ATHENS RIVIERA JOURNAL
                                                                           influence
                                                                                                                                                                                    Elena Dedoussi
                                        TRAILBLAZING WATCHMAKING                                                                                                               Voukourestiou Street.
                                                                                                                                                                                     welcomes her
                                                                                                                                                                                   customers in the
                                                                                                                                                                                    industrial-style
                                                                                                                                                                                  Breitling Boutique
                                                                                                                                                                                     of Athens, on



                                                                                                         Elena Dedoussi, Marketing

                                                                                                         Manager of Breitling Hellas
                                                                                                   sheds light on the modern side

                                                                                                     of luxury brands and analyzes

                                                                                                         Breitling’s distinct identity.


                                                                                                               Interview by  DESPOINA  SAMPSON
                                                                                                    A          s a fine watchmaking house with a history

                                                                                                               that continues to provide inspiration through
                                                                                                               its dynamic image, Breitling’s emblematic
                                                                                                               new collections combine the charm of the
                                                                                                               aesthetics of the past with modern materials
                                                                                                               and technology, resulting in watches that are
                                                                                                    both elegant and dynamic at the same time.
                                                                                                    How has the definition of luxury changed Greece over
                                                                                                    the course of 2023?
                                                                                                    Fortunately for all of us, the years of  inaccessible luxury are
                                                                                                    over. Right now the definition of luxury goes beyond the
                                                                                                    product itself and encompasses a more holistic approach
                                                                                                    defined by customer-centric brands. Especially after the
                                                                                                    events we have all experienced in recent years, the consumer        For two years now, the Breitling Boutique in Ath-  as different watch strap materials so that a customer can   "BREITLING BOUTIQUE
                                                                                                    is looking for what we call everyday luxury. Without                ens has stood out not only in terms of its aesthet-  create a unique watch exactly as they have imagined it.
                                                                                                    compromising on quality, we are seeing brands creating a            ics, but also for its special atmosphere. How have   Also, we have definitely seen a large move away from the   IN ATHENS REFLECTS
                                                                                                    new, casual luxury that does not “shout” and embodies the           visitors to Athens reacted to the brand’s exclusive   constrictions of men’s and women’s watches and who
                                                                                                    concept of wellbeing.                                               store?                                        buys them. I love seeing women wearing big Avengers   THE CHARACTER OF
                                                                                                    What do customers look for in a Breitling watch be-                 We are really very proud of the success of our Boutique on   for example. At the end of the day it all comes down to
                                                                                                    sides its heritage and high craftsmanship? Do ethical               Voukourestiou Street. Its aesthetics, like all of our stores   a matter of personal style.    THE BRAND AND HAS
                                                                                                    values, such as sustainability, play a role today?                  around the world, is reminiscent of a New York industrial   Is there a brand ambassador that stands out for
                                                                                                    At Breitling, we are  a team that’s definitely on a sustainability   style loft. In essence, we have created a space that reflects   you, and if so what makes them an ideal brand   MOVED ON FROM THE
                                                                                                    mission, evident from our #squadonamission hashtag in all           the character of Breitling and has moved on from the   ambassador?                           RETAIL EXPERIENCE AS
                                                                                                    our communications. This means that we are constantly               retail experience as we know it. It’s very important for   Every member of the team is important because they
                                                                                                    exploring ways in which we can create new products that             us to be able to welcome our customers there because   represent and appeal to different types of customers, so   WE KNOW IT."
                                                                                                    offer casual, inclusive and sustainable luxury reflecting the       this space is a huge part of the brand experience that   we have tried to choose ambassadors who are role models
                                                                                                    true aspirations of today’s consumers. It also means that we        differentiates us from other watchmakers. Our sense   in different industries or genres who have something
                                                                                                    are committed to doing our best to optimize the social and          of hospitality is all part of our communication ethos   to say. One important addition to the Squad was and
                                                                                                    environmental impact of our business. We committed to               which begins from the moment when someone first   is Giannis Antetokounmpo because he has such an
                                                                                                    the Origins series - released last year - where we have pledged     hears about us until after the purchase of the watch itself.   important life story, so many experiences to share that
                                                                                                    to use only lab grown diamonds by 2025. We also swapped             What is Breitling’s most successful collection and   I feel that people love and respect him because they see   national level. They are a key part of our communication
                                                                                                    out all of our packaging boxes for new ones made from               which collections do you prefer for men and wom-  parts of themselves in him, they see a sense of hope. I   and are a pillar of the brand’s DNA. From our triathletes
                                                                                                    recycled plastic. Furthermore, now the entire supply chain          en, respectively?                             constantly meet people of all ages, who express their   and our partnership with Ironman, to super cool brands
                                                                                                    of our products – from all raw materials used through to            I believe that a key reason for the great success of the   adoration for him on a human level beyond his athletic   like Triumph and Deus ex Machina and a few more
                                                                                                    the final product – is documented both in the owner’s NFT           brand is the sheer breadth of our portfolio. Although   capabilities. We feel extremely proud to be able to work   which we will be announcing later on this year, Breitling
                                                                                                    and publicly on an online map of origin (all of the available       our aesthetics are based on the modern retro lines that we   with him.                     is always looking for partners who share the same passion
                                                                                                    information is also independently verified). The consumer           follow, our collections are so rich that every customer is   What are your favorite collaborations and what   and values and this always translates into great collections
                                                                                                    is now looking for, and this will intensify in the future,   GEORGE BOLBASSIS  guaranteed to find a watch that suits them.  We make sure   do they symbolize for the brand itself?  and limited edition watches that people love. We promise
                                                                                                    products and brands with a deep social and environmental            that we can accommodate all wrist sizes whilst offering   It’s always a great pleasure to work with brands and   that you will see many more in the future because as our
                                                                                                    identity.                                                           many different colour combinations on our dials as well   companies that are emblematic either on a global or   CEO says: this is just the beginning! 




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