I told Breguet how to fix their brand – then they invited me to tour their manufacture

There are brands that make watches. And then there's the brand that basically invented watchmaking as we know it today. Breguet — Abraham-Louis Breguet — gave us the tourbillon, the Breguet overcoil, Breguet hands, Breguet numerals, the Souscription model, and the world's first connected watch. He basically invented the wristwatch before the wristwatch existed. And yet somehow, the brand that bears his name has been one of the industry's best-kept secrets. Two years ago, Andrew had a bit of a rant on About 'Effing Time. He said Breguet was underperforming. He said it was stagnating. He said he had a three-point plan to fix it: more use of historical machines, more hand finishing, and far better communication of a story that should be dominating the conversation. The problem? The CEO of Breguet eventually saw that video. And now he's standing in his manufacture. This isn't a standard manufacture tour. It's a reckoning. Inside, Andrew was taken to a room that houses the largest concentration of rose engine machines on the planet — over 30 of them, some approaching 100 years old, all operated entirely by human force. Andrew sat down at one and, in the most unexpected development of his 15 years visiting watch manufacturers, discovered he was actually good at it. Andrew watched a single Breguet hand take 90 minutes to blue over an oil lamp. He saw the secret pantograph inscription Breguet himself invented to foil counterfeiters. He went hands-on with the hand bevelling process that every single watch leaving this manufacture goes through — details so fine you need a microscope to appreciate them. And then Andrew sat down with Breguet CEO Gregory Kissling, came clean about everything he'd said, and had one of the most candid, honest CEO conversations he's had in years. Two of my three criticisms? I was wrong. The third? That's where the real story begins. Featuring the Breguet 7725, the re-released 3350 tourbillon, the Type XX flyback chronograph, the extraordinary Breguet Expérimentale 1, various new Tradition watches, and more. If you are keen to get a deep, intimate look at what Breguet is doing at its manufacture, this is the video you must watch. Let us know your thoughts on the brand, its designs, and direction in the comments below. ------------------------------- https://www.breguet.com/en ------------------------------- Read more articles: https://timeandtidewatches.com Shop: https://shop.timeandtidewatches.com ------------------------------- MB01OTIXZLPJ5VH INSTAGRAM @timetidewatches TikTok https://www.tiktok.com/search?q=timea... T+T Shop Instagram Instagram: timetideshop