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.

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.”
“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.”
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.

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

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Sponsored by Clientbook


It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

President Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Former Free People buyer Afton Robertson-Kanne recently joined the retailer.

The jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

Dubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.

Plans for dining out, booking vacations, and buying big-ticket items were down.

The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.

Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.

The family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.

In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.

The Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.

Wrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.

The three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.

Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.

The one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.

Three C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”

The retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.

Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.

The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.

The pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.