Breitling adds a touch of adventure to Baselworld with its pioneering Explorers and Cinema Squads
Brad Pitt, Charlize Theron and Inge Solheim lead the brand's adventurous new campaign
Luxury watch brand Breitling has unveiled its pioneering new campaign at Baselworld Watch Fair, bringing together three-person teams of experts and innovators across various creative fields – including the Cinema Squad with Brad Pitt, Adam Driver and Charlize Theron, and the Explorers Squad with Bertrand Piccard, David de Rothschild and Inge Solheim. Each squad is rooted in one aspect of the brand's enduring ethos of action, purpose and pioneering spirit.
Representing the brand's commitment to corporate social responsibility, the Explorers Squad brings together a team of respected adventurers and environmentalists who represent Breitling's aims of becoming carbon neutral and engaging in ocean conservation. This group includes Solheim, one of the world's leading expedition and extreme travel guides, who led two expeditions for Prince Harry's Walking With the Wounded charity, leading the royal and a group of veterans to the North Pole in 2011 and South Pole in 2013.
"I am very proud to team up with Breitling as part of its Explorers Squad," Solheim exclusively told Tempus. "We have so many interesting expeditions and environmental projects coming up. The Breitling Emergency has been my favourite watch for over 20 years. An emergency beacon is essential for safety on my expeditions. There's nothing better to wear on my wrist." >>
Breitling introduced its Cinema Squad on 22 March, bringing together leading industry names including actor and producer Pitt, Oscar-winning actress Theron, Star Wars villain Driver and actor and director Daniel Wu. Breitling CEO Georges Kern said of the campaign: "At Breitling, we believe in the power of a team, the strength of a group, and the mutual identification of a common target, which ultimately leads to success."
The third of the brand's elite teams is the Surfer Squad, announced on the afternoon of Friday 23 March and including three of the world's top pro-surfers, Kelly Slater, Stephanie Gilmore and Sally Fitzgibbons. The three are also leading Breitling's partnership with sustainable apparel manufacturer Outerknown.
"We aim for authenticity, credibility, and honesty for our brand and our products, as well as in our interactions with our clients. The same applies for each of the squads. We are going to launch several of them, from sports to the arts, covering different areas of activity linked to our thematic worlds: air, sea, and land. Our squad members - world-famous or not - will be absolute masters in their respective fields. I am very much looking forward to seeing them soon, going on individual or shared challenges in one of the Breitling environments."