WATCHES & TIMEPIECES
BREITLING CELEBRATES
A POWERFUL PARTNERSHIP WITH
THE PREMIER NORTON EDITION
The Breitling Premier Norton Edition is a potent representation of Stuart Garner, CEO of Norton, agrees: “Breitling’s new Premier
a partnership between two iconic brands that share intriguingly Norton Edition incorporates DNA elements from both brands, offering
similar timelines and powerful legacies. The watch expresses the wristwatch and motorcycle fans the opportunity to express their
style and performance expect-ed from a maker of refined Swiss individuality, and perfectly embodies the nature of our brands.”
watches and a motorcycle brand renowned for its exclusive British
engineering. A Watch That Reflects Two Great Brands
The Breitling Premier B01 Chronograph 42 Norton Edition Breitling and Norton Motorcycles share a strong her-itage. Both
celebrates the partnership between the pres-tige watch brand were founded in the nineteenth century by visionaries who gave
Breitling and British motorcycle company Norton, known their names to their companies and, to a large extent, defined their
worldwide for its high-per-formance motorcycles. The watch is part industries. When James Lansdowne Norton set up his company – a
of Breitling’s Premier collection, a family of elegant watches defined manufacturer of “fittings and parts for the two-wheel trade” – in
by their fashionable flair. The new Norton Edition is a distinctive 1898 and produced his first motorcycles in 1902, Léon Breitling had
interpretation of the Premier that makes a bold urban chic style already been making watches in the Swiss Jura Mountains for more
statement. Willy Breitling was famously quoted as saying: “When a than a decade. And both brands have also been featured in James
man puts on his Breitling, there is the unmistakable stamp of impecca- Bond films – 007 wore a Breitling Top Time in 1965’s Thunderball
ble taste.” A Norton motorcycle is a similar sign of its owner’s and a Norton Dominator SS had a support-ing role in Spectre (2015).
personal flair.
The Breitling Premier B01 Chronograph 42 Norton Edition reflects
Breitling CEO Georges Kern says that his brand has striking the cultures and values of these two great brands. Its 42-millimeter
parallels with Norton Motorcycles: “Breitling and Norton are both stainless-steel case, water-resistant to 10 bar (100 meters) is
innovative and entrepreneurial and have powerful legacies. This new distinctive: a “Norton” logo is engraved on a plate on the left side of
watch honors the great partnership between these two aspirational the case, and the transparent caseback features a printed Norton
brands.” He smiles and adds, “I think that anyone who puts one on motorcycle and logo.
might suddenly imagine ‘Born to be Wild’ playing somewhere in the
background.”
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The Art of Luxury
Issue 38 2019