Watches

Austin Butler Joins Breitling as Brand Ambassador

WatchesMar 27, 2025

Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

Austin Butler
Austin Butler, the actor who starred in “Elvis,” “Dune 2,” and “The Bikeriders,” is now Breitling’s latest brand ambassador. He is seen here wearing the new “Top Time B31” timepiece ($5,600).
Geneva—Breitling announced Oscar-nominated actor Austin Butler as its latest brand ambassador and the face of its new “Top Time B31” campaign.

The watch brand chose Butler for his effortless confidence and free-spirited energy, which matches its latest collection, said Breitling.

His breakthrough performances include “Elvis,” “Dune 2,” and “The Bikeriders,” while some may know him from his early work on the Nickelodeon series “Zoey 101.”

A defining talent of his generation, said Breitling, his career has been defined by freedom—choosing his roles, crafting his characters, and collaborating with Hollywood’s biggest names.

“Breitling, for me, is about adventure and pushing the limits of what’s possible. The Top Time speaks to the way I’ve always wanted to live my life; free and ready to rock’n’roll. It’s a thrill to be part of the squad.”

Throughout the campaign, Butler is seen wearing pieces from the Top Time B31 collection while riding his motorcycle and playing guitar—two things he enjoys doing in his downtime.

“I spent time with Austin on the campaign set and was blown away by his dedication and attention to detail,” said Georges Kern, CEO of Breitling.

“He cares about getting everything just right—something we relate to at Breitling.”

 Related stories will be right here … 

The Top Time B31 collection includes three watches, all featuring the brand’s first exclusive manufacture three-hand movement.

The Top Time style was first seen in the 1960s, when it was built for speed and style, which appealed to both men and women. It became a favorite for motorsport enthusiasts, fashion icons, and fictional secret agent James Bond—who wore a Q-modified “Top Time” in the 1965 film, “Thunderball.”

Today, the style has been reimagined as a time-only series rather than a chronograph.

The Top Time B31 now uses a Caliber B31 as a return to the fundamentals of watchmaking and to deliver a robust performance in a sleek, modern form, said the brand.

“This is watching distilled to its essentials—pure timekeeping, easy wearability, and distinct character,” said Kern.

Breitling Top Time B13 Watch Collection
Breitling’s “Top Time B31” collection includes three dial designs along with a blue (not seen here), green, or beige racing-themed calfskin leather strap or stainless-steel bracelet ($5,600 for leather strap, $5,900 or stainless-steel bracelet)


The piece keeps its 38 mm size while debuting the first Breitling-designed and developed manufacture three-hand movement.

The new caliber took four years to create, building on the engineering that was established in 2009 with the Breitling Manufacture Caliber 01.

It uses a free-sprung balance wheel for improved precision and a skeletonized bidirectional oscillating weight powering the automatic movement.

The caliber is a COSC-certified chronometer that has undergone testing equivalent to 16 years of use, from 100,000 crown winds to 3,456,000 weight turns and 60,000 shocks at 500 G.

It will stay powered for about 78 hours off the wrist and comes with a five-year warranty.

The watch’s caseback is open via a sapphire crystal to view the features of the Caliber B31, with elements finished in Geneva stripes and perlage.

The dial is available in three designs; blue with a white inner ring, green with a black inner ring, or white with a sky blue inner ring. They coordinate with the blue, green, or beige racing-themed calfskin leather strap (inspired by the collection’s racing roots), respectively.

However, each design is also available with a three-row stainless-steel bracelet featuring an asymmetrical center link (a signature Breitling design to add a sportier feel) rather than the strap.

Its bold tachymeter scale uses three-hands to keep the focus on the minutes and second in the contrasting inner bezel ring.

The dial also features applied indexes, a magnified date aperture, and a bright orange seconds hand to add a defining detail across all three colorways.

The Top Time B31 watch retails for $5,600 with the leather strap or $5,900 with the stainless-steel bracelet.

It debuted on Tuesday and is available, along with Butler’s campaign, on the Breitling website.

Along with releasing new collections and featuring new brand ambassadors, Breitling has been acquiring watch brands from the 1800s.

It bought Gallet, a watch brand founded in 1826 and popular in the early days of long-distance travel, on March 10, and back in December 2023 it purchased Universal Genève, a Swiss watch brand from 1894.

While Breitling plans to position Gallet as the “luxury entry-level sibling brand to Breitling,” the brand said in 2023 that it would be hiring a dedicated team for Universal Genève to operate it as a separate brand.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy