Purpose, action, and style: Breitling introduces new Chronomat models

This one’s for the ladies in the place with style and grace (amongst others).

“Our inspiration for this new collection is the Breitling woman herself, as represented in our #SQUADONAMISSION campaign: a woman of purpose, action, and style who’s at the top of her game.”

That was how Breitling CEO Georges Kern introduced its latest timepiece in two variants — the Chronomat 36 and 32. Dubbed as THE watch for women of purpose, action, and style, Breitling certainly lives up to its lofty expectations by bringing Academy and Golden Globe award-winning actress Charlize Theron on-board alongside Chinese TV and film actress Yao Chen as well as American ballet dancer, Misty Copeland.

[All images courtesy of Breitling]

But there are more to these women than just fame and fortune. All three are part of Breitling’s Spotlight Squad, a collective of people who are not only extraordinary entertainers in their respective fields but also having shattered stereotypes clinging to their gender. Theron is a United Nations Messenger of Peace and with her Charlize Theron Africa Outreach Project (CTAOP) in supporting the African youth’s fight against HIV/AIDS. She also works to promote peace as well as women’s and LGBTQIA rights alongside a global campaign against domestic violence during COVID-19.

Like Theron, Chen is not only an actress but a philanthropist as well, being named the first UNHCR goodwill ambassador in China for her various microblogging during her visits to refugee settlements in various countries around the world. Of course, Copeland is more than just a ballet dancer. She is part of the American Ballet Theatre (ABT), one of the three leading classical ballet companies in the US while also being the first black woman to be promoted to principal dancer in ABT’s 75-year history.

Building on the momentum these women have displayed over the years, Breitling has dedicated the new Chronomat 36 and 32 collection to women the world, a collection that “embodies flair, confidence, and an active lifestyle”, as Kern puts it.

While its history stems from the 1980s, Breitling’s first-ever Chronomat for women is a forward-looking timepiece for the innovative women of today that are out there reshaping attitudes and challenging stereotypes.

For starters, you can choose between the 36mm Automatic or the 32mm SuperQuartz. Then, pick between stainless-steel, 18k rose-gold, or a bi-colour of both. For women looking to add a little bling, you can opt to have a diamond set on the bezel and indexes.

Now, for the inner workings of the watches. The Chronomat Automatic 36 houses the Breitling Caliber 10 with a power reserve of 42 hours. There are 10 different variants of the Chronomat 36 for you to choose from, featuring special lacquered dials in white, pale green, midnight blue, or copper. As for the Chronomat 32, it runs on the Breitling Caliber 77 with a battery life of roughly three or four years. It’s available in It comes in seven versions, sporting white or midnight blue dials.

If you’re looking to flex, Breitling is giving you the chance with an 18k rose gold model for both the Chronomat 36 and 32 at THB 866,000 and THB 692,000 respectively.

Innovative Sustainable Initiative

Breitling is also looking to reduce its carbon footprint, amongst other environmental factors that are slowly killing our planet. It does so by being the first luxury watch brand to rid of the traditionally bulky and heavy box set that has become an industry mainstay. What makes it great is that it is foldable, stackable, and reusable, made entirely from upcycled plastic bottles.

This new and sustainable initiative from Breitling for its watch boxes has already been awarded the Efficient Solution Label, given by the Solar Impulse Foundation to solutions that have a positive impact on the environment and the economy.

With this new movement, Breitling is also reducing its footprint while using fewer materials than before. The new box set design is half the size of its predecessor and loses a number of items used in its previous packaging from. This goes from an average of 12 to just three: the box, the pillow (which also acts as a pouch), and the quick-start guide. This in turn allows Breitling to optimise its workflow in terms of logistics and shipping, reducing the average distance a box travels by 30%. With a smaller footprint, it can now ship more in less space, cutting transport-related CO2 emissions by 60%.

This article first appeared on Lifestyle Asia Kuala Lumpur.