ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
CollectionsApr 21, 2020
Breitling Isn’t Holding Back Its 2020 Novelties
The Swiss watchmaker showed its three new collections on schedule, digitally.
One of Breitling’s 2020 novelties is this Superocean Heritage Automatic 42 Boutique “Rainbow” Limited Edition timepiece with a steel case, black dial and leather strap ($4,520).
New York—It’s safe to say Breitling has proved itself to be ahead of the curve.
The Swiss watchmaker announced its decision to exit Baselworld after the 2019 edition, before this year’s exodus of major companies upset with the trade show’s rescheduling in light of the coronavirus pandemic, among other issues.
At the time of its departure last year, Breitling said it would host its own summit to showcase new pieces, as it did in October 2018.
While other brands, such as Rolex and Tudor, have debated on how, when and where to present their 2020 offerings, Breitling has seemed to adapt with relative ease, holding a digital summit earlier this month in place of a physical one.
“We need to stay in contact with the watch lovers around the world,” noted CEO Georges Kern in a pre-recorded video.
Kern introduced three new collections, updates to previous Breitling styles.
The first, the Superocean Heritage ’57 capsule collection, is an ode to surfing, and “is a contemporary interpretation of our iconic sea watches of the ‘50s and ‘60s,” said Kern.
Featured on the wrists of contemporary surf icons Kelly Slater, Sally Fitzgibbons and Stephanie Gilmore, the new pieces feature some key hallmarks from the original style released in 1957, like oversized indexes and concave bezels.
They’re powered by the in-house Breitling Caliber 10 movement.
The three key styles are available in limited production, though not numbered, priced between $4,380 and $5,690.
A special-edition rainbow version is limited to only 250 pieces and priced at $4,520 for a leather strap (seen at top of article) and $5,025 for a steel bracelet.
The new Navitimer Automatic 35 collection is designed for women and hearkens back to the Breitling watches female pilots wore in the first half of the 20th century, as seen in vintage ads from the watchmaker.
Kern explained of the styles that provided both fashion and function, “Contrary to what you might have heard, over the years the history of the wristwatch is feminine.
“While there may be some disagreement, there’s no question that in the earlier part of the 20th century wristwatches had become a popular accessory for fashionable women in Paris and New York. However, offering elegant horological jewelry wasn’t enough for Breitling at the time.”
Editors' Picks
Sponsored by
The new time-and-date watches are a refined version of the utilitarian Navitimer original, available in six references, each powered by the Breitling Caliber 17 movement.
Some feature mother-of-pearl dials and diamond accents. Three references are available on stainless steel or 18-karat gold bracelets, while the other three come on a variety of leather straps in some unexpected shades like deep blue and burgundy.
The collection starts at $4,310, with the most expensive reference selling for $8,800.
Chinese actress and philanthropist Yao Chen is the face of the new Navitimer 35 campaign.
Breitling dipped into much more recent archives to relaunch its Chronomat collection, which saw cult popularity in the 1980s, in what Kern called a “courageous direction away from thin, quartz watches” that “made the mechanical chronograph cool again.”
The style was created under the reign of Ernest Schneider in honor of Breitling’s 100th anniversary in 1984.
It was a more universal version of a watch created the year prior in collaboration with famed Italian pilot squadron, the Frecce Tricolori. The Chronomat was also beloved by racecar drivers and sailors.
The 2020 Chronomat has been reinvented as an all-purpose sports watch, which pays tribute to the original with a 42 mm reduced case size recalling the symmetrical shape of the ‘80s version, the famous “rouleaux” bracelet with a brushed surface and polished interlinks, interchangeable rider tabs on the bezel that offer countdown features for pilots and count-up for divers, and a tachymeter on the inner bezel to measure average speed.
The Chronomat is available in various dial colors, like blue and green, in stainless steel or gold, as well as a completely gold version.
In honor of the 60th anniversary of the Frecce Tricolori, there are also 250 limited edition pieces featuring the squadron’s logo.
Every watch in the collection features in-house mechanical movement Breitling Manufacture Caliber 01, which delivers about a 70-hour battery reserve.
Hollywood heavyweights Brad Pitt, Charlize Theron and Adam Driver front the Chronomat campaign.
The Chronomat collections begins retailing at $8,100 and tops off at $20,200.
Breitling’s 2020 novelties are available now on Breitling.com as well as retailers’ ecommerce stores.
More on Collections
The Latest
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
