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It began in 2002 as a three year programme,
but such is the success of the collaboration
between luxury car manufacturer Bentley and
Swiss watch manufacturer Breitling that they
have announced a new phase in their
relationship.
The watchmaking skills of Breitling and the
engineering tradition of Bentley will be
harnessed further to promote brand
leadership along parallel paths in our
individual sectors.
"I am delighted that we have now formalised
a long-term relationship with our friends at
Breitling," said Mark Tennant, PR and
Marketing Director of Bentley Motors. "The
spirit of the new relationship continues to
be based on jointly developing our brand
awareness through a combination of product
development and innovative marketing
activities for the press and our clients."
"The first phase has been a huge success
commercially and strategically and I am
confident that the coming years will be even
more rewarding." Underpinning the joint
collaboration is the commitment to
craftsmanship, performance and cutting-edge
technology.
The initial three-year co-operation,
launched for the Bentley Le Mans campaign in
2002, gave rise to a collection of Breitling
for Bentley chronographs, notable for their
technical features, finish and styling. In
addition Breitling were involved in the
development of the fascia for the new
generation of Bentley Continental models,
where its clock now sits in the centre of
the wing-shaped panel.
"We at Breitling are equally thrilled to be
extending our marketing collaboration with
Bentley," said Theodore Schneider, President
of Breitling. "The Breitling for Bentley
range has received an overwhelming response
since we first started this co-operation,
and has now developed into a strong brand in
its own right. This agreement allows us to
expand the brand and range even further -
for which we have exciting plans."
The next phase of the relationship between
the two brands will be evident in coming
months as high-profile marketing activities
and product reviews are launched.
Both believe what people say is true -
lovers of fine cars also have a great
weakness for fine timepieces.
For further information visit
www.breitling.com.
Text - Classic Driver
Photos - Breitling/Bentley
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