Georges Kern (CEO Breitling) on success and sustainability

Georges Kern (CEO Breitling) on success and sustainability

Although Breitling was not an exhibitor at Inhorgenta 2025 – the brand is currently still waiting for a suitable format for its participation in the trade fair – CEO Georges Kern made a brief appearance for a Watch Talk with Gisbert Brunner and an interview with Insight Luxury.

(Picture left: Antje Heepmann (Insight Luxury) and Georges Kern (CEO Breitling))

---

Insight Luxury: When was the last time you were at Inhorgenta?

Georges Kern: I think that was 20 or 25 years ago, when I was managing director of Tag Heuer here in Germany. That was a really, really long time ago.

IL: "Swiss Leader of the Year 2024," Breitling is ranked 6th in the "Best Employers in Switzerland" ranking (1st among watch brands). What does Breitling do that sets it apart from other watch brands?

GK: We are successful. Our employees want to work for successful companies and customers, and they want to buy products from successful brands. Our employees want to have fun, they want to work in a dynamic environment, and they want to score lots of goals.

And I believe that's what we've offered in recent years. And hopefully, that's what we'll continue to offer in the years to come.

IL: You're known for being very passionate about sustainability. How does that fit into the world of luxury, which is all about things no one actually needs?

GK: Luxury and sustainability are not mutually exclusive. I think the most important thing is that no customer buys a watch because it's sustainable. That this is the only important argument is, of course, not true. At the end of the day, the brand has to be cool, and the design and quality have to be great.

But there are certainly customers who won't buy a brand if it's not sustainable. Our main focus, through our surfers Kelly Slater and others, is plastic in the oceans. We're working hard on this.

In principle, we also want to become a plastic-free factory in La Chaux-de-Fonds. And that's an issue. We're not activists. Not at all. But I believe we can make a constructive contribution—not only through what we do, but also through the influence our customers have in this environment—to making this planet a better place.