From the skies to the streets, each of Breitling’s collections represents a lifestyle, making it one of the most versatile brands in modern horology.
Few brands connect their watches to real-world subcultures as deeply as Breitling.
Breitling is deeply rooted in the world of watchmaking, with a long-standing reputation for creating exceptional chronographs and purpose-driven timepieces. More than that, each watch is designed with a specific environment in mind. Whether it’s for the cockpit, out on the open ocean, or within the automotive world, Breitling’s timepieces have never been just about telling the time, but about serving as tools built for real-world use.
Over time, the functional purpose of these timepieces has evolved into something much greater. The environments for which Breitling has designed its collections have grown into distinctive lifestyles and communities, each with their own identity.
The worlds of aviation, motorsport, surfing, endurance sports, and even cinema are no longer just professional settings, but subcultures that shape how these watches are worn, who they are worn by, and how they are experienced in the modern day. Breitling is one of the few watch manufacturers able to do this, representing a wide range of subcultures across its collections.
It is this connection between watchmaking and lifestyle that sets Breitling apart from the rest. Rather than being defined by a single identity, the Swiss watchmaker moves across different worlds, where each of its core collections represents a specific real-world application as well as a way of life. In this article, we explore these various subcultures and how the watches created by Breitling continue to find their place within them.
Breitling Origins – Where It All Began
Breitling was first founded in 1884 by Léon Breitling, a Swiss watchmaker and businessman. He grew up in the epicentre of watchmaking, La Chaux-de-Fonds, which had a profound influence on him, leading him to begin his apprenticeship in watchmaking and eventually open his own atelier in St. Imier.
Léon Breitling used the established Swiss “Établissage” system at the time to begin manufacturing his own watches. For those who may not know, “Établissage” was a decentralised method of producing timepieces, where components were sourced from specialised external suppliers. Once all the parts were gathered, the watches were assembled, finished, and regulated by the brand.
Eight years after the atelier was founded, Léon Breitling moved all operations to La Chaux-de-Fonds, his hometown and the heart of Swiss watchmaking. Breitling soon began to establish itself, growing from a small workshop into a fully fledged factory. Over the years, the brand created many different pocket watches, but one that stood out was the Vitesse, released in 1907. Becoming an expert in chronograph manufacture, the Vitesse was a unique pocket watch designed to measure speeds between 15 to 250 kilometres per hour. Its success also drew the attention of the Swiss police, who used it to issue the first speeding ticket.
The development of these chronograph pocket watches highlighted where Breitling’s focus lay, which was in creating functional, purpose-driven watches. The chronographs they designed were not merely for aesthetics or to showcase technical expertise, but rather as tools built for real-world application. These were watches designed for specific environments, serving a clear purpose. It is this approach that laid the foundation for Breitling to tap into the various subcultures.
Breitling Across Different Worlds
From Breitling’s early beginnings, the brand’s focus has always been on accurate timekeeping, which naturally aligned with real-world applications where precision was critical. While the watches were certainly stylish and had a strong aesthetic presence, this was never the main focus. Instead, Breitling set out to develop instruments that professionals could rely on. With this core mentality in place, aviation became one of the earliest key areas in which Breitling’s watches would be relied upon.
As aviation grew, Breitling’s timepieces formed a close relationship with pilots, which became the foundation of a distinct subculture. One of the most iconic watches in the world, the Navitimer, was born from this connection, helping pilots navigate between time zones while also featuring crucial tools for in-flight calculations. Whether in the cockpit or beyond, Breitling’s chronographs were designed to perform in situations where accurate timing was essential.
As the brand evolved over the years, so did its knowledge and experience in developing precise chronographs. This expertise in precision timing allowed Breitling to expand into other environments where accuracy was essential. Chronographs, a central part of Breitling’s DNA, became closely linked with motorsport and the timing of races. Collections such as the Top Time further reinforce this connection, bringing Breitling into the world of racing and automotive culture.
And then, of course, we have this year, where the brand officially stepped into the world of Formula 1 for the first time, sponsoring Aston Martin alongside the release of one of its most iconic timepieces in celebration. For Breitling to enter the pinnacle of motorsport reaffirms not only the brand’s ability to exist across different worlds but also its continued focus on performance and precision. Formula 1 is a natural fit for Breitling, with both sharing an environment where timing, engineering, and execution come together at the highest level.
Breitling’s ventures into different subcultures don’t stop there. The brand also has an extensive range of tool watches, including its diving collections, which have brought it into the world of marine environments. One model in particular that represents this space for Breitling is the Superocean. Initially built for diving, the Superocean has since evolved to represent a more relaxed, coastal lifestyle, and more recently, the world of surfing.
Through Breitling’s various collections and its reach across different worlds, what becomes clear is that the brand’s presence across these environments is not accidental, but rather a natural extension of its focus on functionality and precision.
Each real-world application has its own complexities and demands, shaping the very watches that accompany it, whether in the air, on land, or at sea. As these environments have evolved into their own distinct subcultures, so too have the watches, becoming an integral part of them. No longer just instruments, they are now part of the subculture experience itself.
Aviation – The Foundation Of Breitling
Few brands in the world of watchmaking have as close a relationship with aviation as Breitling, a connection that dates back to the early days of flight. As aviation began to develop in the 20th century, the need for instruments that were accurate and reliable became essential. What this highlights is how Breitling’s expertise in precision tool watches became increasingly significant.
With a strong foundation in chronograph production dating back to the brand’s pocket watches, Breitling was well placed to create timepieces that would aid pilots and aerial navigation. The watchmaker played a historic role in the development of cockpit instruments, supplying pilots with essential timing tools as they travelled across time zones.
Navitimer
The first major milestone for the brand came with the development of the Navitimer, which was introduced in 1952. This was a precision instrument like no other. While GMT watches and travel timepieces already existed, allowing pilots to track time across different time zones, the Navitimer featured an innovative slide rule bezel that enabled in-flight calculations. These included average speed (ground speed), distance travelled, fuel consumption, and even rate of climb and descent, among others.
Classic Avi
Alongside the highly complex Navitimer, Breitling also developed simpler aviation timepieces that focused more on functionality and ease of use. Introduced in 1953, a year after the Navitimer, the reference 765 AVI Co-Pilot was designed as a straightforward pilot’s chronograph, featuring a clean, easy-to-read dial, but with far less functionality compared to the Navitimer.
Avenger
Almost five decades later, Breitling introduced the Avenger in 2001. This collection took a more rugged and modern approach to design, with a focus on performance in demanding environments. Featuring larger cases, bold numerals, and reinforced construction, it was less technical than the Navitimer but more robust than the AVI collection, built for extreme conditions.
Collaboration & Partnerships
It wasn’t just Breitling’s watches that tied the brand to the world of aviation. They have a long and extensive history of partnerships with aviation companies, airlines, and aerospace organisations, continuously reinforcing their reputation for creating pilots’ watches for professional use. In its homeland, Breitling has played a significant role as the official timekeeper for Swiss International Air Lines.
They have also partnered with Frecce Tricolori, Italy’s world-renowned aerobatic team, for whom they created a chronograph that later evolved into the Chronomat. This partnership has also created a modern-day collaborative timepiece, the Frecce Tricolori Avenger B01 Chronograph 42 Night Mission, further reinforcing Breitling’s position within the world of aviation.
Motorsport – Speed And Precision
Following its extensive history with aviation and chronograph production, it was only a natural evolution for Breitling to step into another high-precision environment, the world of motorsport. This has always been a natural fit for the brand, where speed, precision, and performance are pushed to their limits. In an environment where fractions of a second can determine the outcome, accurate and precise timekeeping instruments are not just a necessity, but play a critical role.
From the early days of racing to modern Formula 1, timing has remained at the heart of the sport. While chronographs may be used less frequently in modern-day Formula 1, their importance throughout the sport’s history has made them an icon of the motorsport culture.
Breitling’s timepieces that have become icons within the motorsport subculture span notable collections such as the Top Time and Premier. Each of these collections captures the spirit of speed, performance, and automotive culture in its own unique way, with designs that reflect the many different expressions of motorsport.
Top Time
The Breitling Top Time was first released in 1964 and was designed to be a more unconventional chronograph compared to the Classic AVI and Navitimer collections, which were introduced a few years earlier. One of the most noticeable differences is its dual sub-counter layout, paired with a more refined, dress-oriented aesthetic.
The first few iterations of the Top Time featured the now-iconic “Zorro” and “panda” dial layouts, giving the collection a distinct identity within the world of racing. Today, the collection continues to evolve through collaborations with brands like Deus Ex Machina and classic car manufacturers, reinforcing its place within motorsport culture.
Premier
Breitling’s Premier collection was first introduced in 1943 by Willy Breitling. Developed during World War II, the collection marked a shift in the brand’s chronograph aesthetic, moving away from functional, military-focused aviation instruments towards more elegant, stylish, and wearable timepieces.
Known for its refined appeal and everyday versatility, the Premier was well-suited to collaborations with luxury automotive brands, most notably Bentley. Over the years, Breitling and Bentley have released several collaborative editions within the Premier line, with British Racing Green dials becoming one of the signature elements of these creations.
Collaborations & Partnerships
As we have seen, Breitling’s connection to motorsport extends beyond its timepieces, with the brand actively engaging in the automotive world through various partnerships and collaborations. One of the most notable is the Top Time Classic Cars series, where the collection features watches inspired by 1960s American muscle cars, including the Chevrolet Corvette, Ford Mustang, Shelby Cobra, and Ford Thunderbird.
Breitling also had a 19-year partnership with Bentley Motors, which ended in 2021. During this time, several special edition timepieces were released within the Premier collection, commemorating new Bentley car launches as well as key milestones.
One of the newest partnerships, formed in 2026, is arguably one of Breitling’s most significant collaborations within the automotive world. The watchmaker has officially signed on as the watch partner for Aston Martin and the Aston Martin Aramco Formula One Team, marking a historic moment for the brand.
To celebrate this, a special Navitimer was released, featuring an Aston Martin Racing Green aesthetic and, for the first time, a titanium case. Through these collaborations, Breitling’s connection to motorsport evolves beyond pure performance, becoming part of a broader culture that celebrates speed, craftsmanship, and individuality.
Motorcycle Custom Culture – Freedom And Individuality
Breitling’s connection to the world of motorcycle culture is deeply rooted in a shared appreciation for design, heritage, and individuality. Unlike aviation or diving, where functionality is the primary focus, the world of custom motorcycles is driven by unique creations, personal expression, and craftsmanship. From café racers to modern custom builds, motorcycle culture is a space where mechanical precision meets personal identity, something that aligns naturally with Breitling’s approach to watchmaking.
Breitling’s link to this space draws inspiration from the café racer culture of the 1960s, where riders customised their motorcycles to reflect their own individual style. The term “café racer” originated from these enthusiasts, who would travel between cafés on their modified bikes.
It was during this era that Breitling introduced the Top Time collection, a chronograph designed to appeal to a younger, more style-conscious audience, perfectly matching the spirit of the café racer scene. This natural crossover between watchmaking and motorcycling highlights how Breitling’s timepieces have long been associated with a lifestyle driven by freedom, creativity, and individuality.
Top Time
At the time of its release, the Top Time was designed to be a more unconventional chronograph. Rather than focusing purely on functionality, it was created for a generation that valued style alongside performance, making it a natural fit within the café racer scene. Its bold dial layouts and vibrant colours gave the collection a strong identity, aligning perfectly with a culture that celebrates individuality and self-expression.
Top Time designs have also featured unique elements such as graphic dials and details inspired by vintage motorcycles, further reinforcing their place within this subculture. In Breitling’s modern collections, models such as the Top Time Triumph and Top Time Deus connect directly to the world of custom motorcycles. It is a collection that goes beyond functionality, becoming a statement piece that reflects the lifestyle and attitude of modern motorcycle culture.
Collaboration & Partnerships
While creating timepieces linked to specific subcultures helps establish its presence, it is through collaborations and partnerships that Breitling truly immerses itself within them. These relationships allow the brand to go beyond being just a manufacturer, becoming part of the culture itself. One of the most significant collaborations in this space is with Triumph Motorcycles, where the two brands have come together to create both timepieces and limited-edition motorcycles.
As mentioned earlier, watches like the Top Time Triumph feature design cues inspired by classic Triumph motorcycles, while the co-branded bikes bring Breitling’s visual aesthetic directly into the world of riding.
The brand has also collaborated with Deus Ex Machina, an Australian-based custom motorcycle and surf outfitter, further reinforcing its connection to this subculture. The Top Time model aligns perfectly with this world, once again serving as the ideal platform to represent this collaboration. Through the Top Time Deus editions, which feature distinctive design elements and “In Benzin Veritas” branding, Breitling blends watchmaking with custom culture and design, while celebrating individuality, freedom, and mechanical artistry.
Ocean – From Dive Tool To Lifestyle Icon
As recreational diving grew in popularity during the mid-20th century, so did the need for reliable, high-performance, and durable dive instruments. This is where Breitling’s connection to the ocean began. The brand’s first dive watches, the Superocean models, were unveiled in 1957, marking its entry into the dive watch market. They were introduced in two versions: a simple three-hand “gentlemen’s diver” and what was considered the world’s first dedicated diving chronograph.
As with many of Breitling’s creations, its tool watches designed for professional use have evolved over time. The Superocean models have retained the core DNA of dive watch functionality and chronograph utility; however, they have gradually shifted towards more relaxed, lifestyle-driven designs that fit naturally within both surfing and diving cultures. Today, these timepieces represent a balance between performance and everyday wear, built for those who value both function and lifestyle.
SuperOcean
Introduced in 1957, the Superocean was Breitling’s first dedicated dive watch, offering robust water resistance with a depth rating of 200 metres and functionality suited for underwater use. Modern versions of the Superocean have evolved to feature water resistance of up to 300 metres, unidirectional rotating bezels for timing dives, and highly legible dials with large indices and hands. The collection has also expanded to include a range of sizes and dial colours, catering more towards the lifestyle side of the ocean.
SuperOcean Heritage
You may be wondering why Breitling has two dedicated diving collections with similar names. The Superocean Heritage was introduced in 2007 to celebrate the 50th anniversary of the original Superocean. This collection takes a more refined, modern approach to design, while still retaining elements of the vintage aesthetic. The Superocean Heritage is also the only modern dive collection from Breitling to feature a dive chronograph.
Collaborations & Partnerships
Breitling actively engages in ocean-based initiatives and partnerships, making the brand’s connection to the ocean extend beyond its timepieces. Over the years, Breitling has placed greater emphasis on sustainability, particularly through collaborations with organisations focused on protecting marine environments.
The brand has also collaborated with surfers, explorers, and ocean ambassadors such as Kelly Slater and Stephanie Gilmore, reinforcing its presence within this subculture. More recently, Breitling released the SuperOcean Heritage Oceania Limited Edition timepieces, dedicated to Australian surf culture and celebrating the watchmaker’s partnership with the World Surf League. Through these partnerships and collaborations, Breitling moves beyond creating functional timepieces, becoming part of a lifestyle centred around freedom, exploration, and conservation.
Endurance – Performance Without Compromise
Endurance sports represent a different kind of performance entirely. They are not defined by speed alone, but by consistency, resilience, and the human body’s ability to push beyond physical limits over extended periods of time. From triathlons to long-distance running and cycling, endurance sports vary widely, yet they all share one common trait: environments that demand a high level of focus and discipline, where every small detail can make a difference.
For Breitling, tapping into the world of endurance sports represented a shift in the evolution of its tool watch philosophy. As a brand traditionally associated with aviation watches and precision chronographs, it had to adapt its approach to meet the demands of a different kind of athlete, where comfort and durability are just as important as functionality itself.
Endurance Pro
The first thing you notice about the Endurance Pro is its radically different design compared to Breitling’s other collections. This is the brand’s dedicated approach to performance-driven sports watches, designed specifically with endurance athletes in mind. One of the key features that best showcases this is Breitlight®, a material that is significantly lighter than stainless steel while offering a much higher resistance to scratches and corrosion.
Released in 2020, the Endurance Pro collection was created to prioritise comfort during prolonged wear. Modern versions of the Endurance Pro are available in a variety of colours, materials, and sizes, with more recent editions dedicated to the IRONMAN® World Championship. The core design DNA remains consistent across the collection, including the compass bezel, oversized indices, and a strong focus on easy-to-read dials, a necessity when performing over extended periods of time.
Top Time
While the Top Time was created as an unconventional chronograph that featured prominently in Breitling’s automotive collaborations, the collection also extended into sporting culture, including cycling. Its clean dial layouts and practical functionality made it a natural fit for cyclists, as well as other endurance-based activities. In 2025, Breitling released limited-edition Top Time models dedicated to Italian cycling legends Fausto Coppi and Gino Bartali.
Collaborations & Partnerships
Breitling has an already established presence in triathlon, most notably through its long-standing partnership with IRONMAN®, one of the most globally recognised endurance sporting events. As outlined above, the brand has created dedicated Endurance Pro timepieces for this event, aligning itself with athletes who push both physical and mental limits.
Breitling, unlike most other watchmakers, goes beyond traditional collaborations and partnerships. Another example of this is the Breitling Triathlon Squad, a team of elite, world-champion triathletes assembled to represent the brand’s core values of action, purpose, and performance.
The team, originally made up of Jan Frodeno, Daniela Ryf, Chris “Macca” McCormack, and now current members Lucy Charles-Barclay and Sam Laidlow, regularly “participates in the Coronation Double Century bicycle race in South Africa to raise funds for Qhubeka, a charity providing bicycles to communities to improve access to education and healthcare”.
Sporting – Performance At A Global Level
We’ve seen how deeply Breitling is involved across various sporting environments, from motorsport and cycling to endurance sports and surfing. However, there are many other high-performance sports in which the brand has aligned itself, particularly through partnerships with athletes and teams competing at the highest level. By working alongside athletes from global sports such as football and basketball, the brand has positioned itself on the world stage.
Chronomat
The Chronomat has become a key collection in Breitling’s expansion into the world of modern sport. With its distinctive rider tabs and strong wrist presence, it offers a design that balances robustness with everyday wearability.
Breitling’s collaboration with Erling Haaland and Giannis Antetokounmpo has been a strong strategic move, helping to connect the brand with global sporting superstars. Both athletes represent performance at the highest level, combining physical ability with discipline and focus. Through these partnerships, the Chronomat becomes more than just a timepiece, reflecting the identity of modern sporting figures.
Collaborations & Partnerships
As we have seen throughout this article, Breitling’s involvement in sport is extensive, spanning across multiple environments. However, it doesn’t stop there. One of the brand’s most notable sporting collaborations has been with the NFL, bringing Breitling into one of the world’s most recognised sporting leagues, and arguably the biggest in America. With this partnership, which began in late 2025, Breitling became the first-ever official luxury watch partner of the NFL.
They have gone to incredible lengths to create a timepiece to represent every single team currently in the NFL. Now, you may or may not know this, but this is a seriously impressive feat from Breitling. I can’t speak for everyone, but I certainly don’t know any watchmakers who go to this level of commitment representing a sport! If you want to see the full list, check it out here!
By being involved across various global sporting environments, Breitling has aligned its brand with platforms that extend far beyond watchmaking. By taking part in some of the most prominent sporting arenas, the brand reinforces its connection to different subcultures.
Cinema – Style And Storytelling
While Breitling’s roots are firmly grounded in functionality, performance, and precision timekeeping, the brand has also found its place within cinema and popular culture. Unlike aviation, motorsport, or diving, where watches are used as tools and instruments, the connection to cinema is more about identity and storytelling. Here, Breitling’s timepieces become part of a broader cultural landscape, where style and presence on the wrist play just as important a role as their functional use.
One of the most notable appearances of a Breitling timepiece in cinema is in the 1965 James Bond film Thunderball, where Sean Connery is seen wearing a modified Top Time chronograph. Considering the Top Time’s history and its versatility, not only as a timepiece but also as a symbol of style and elegance, it was a fitting choice for the stature of a secret agent. This modified Top Time was equipped with a fictional Geiger counter, becoming part of Bond’s extensive toolkit, while also showcasing the brand’s presence within one of cinema’s most iconic franchises.
In more recent years, however, Breitling’s connection to cinema has been driven more through ambassador programmes rather than direct appearances in films. The brand’s Cinema Squad includes notable figures such as Brad Pitt, Charlize Theron, and Adam Driver, each representing different aspects of cinema and storytelling.
Breitling’s presence in cinema is centred more around identity and design, aligning the brand with ambassadors who embody this world. Collections such as the Top Time also play a key role, offering a lifestyle-driven approach that goes beyond being just a functional timepiece.
Breitling – A Brand Of Lifestyles
As seen throughout this article, Breitling’s presence across multiple subcultures is not by chance, but rather a natural extension of its watchmaking, built on precision and purpose-driven timepieces. From the skies to the racetrack, the ocean to endurance sports, and even into the worlds of cinema and custom culture, each of these environments demands something unique. What makes Breitling stand out in the watchmaking world is its ability to create watches that not only serve a functional purpose within these spaces, but also become part of them.
From the moment Breitling first stepped into these environments to where they are today, they have evolved beyond their original professional settings into subcultures with their own identity, lifestyle, and community. Breitling’s collections have grown alongside this shift, transitioning from purely functional instruments into watches that reflect how they are worn and experienced, even becoming symbols of style.
Whether it’s the Navitimer in aviation, the Top Time in motorsport and motorcycle culture, or the Superocean within coastal life, each of Breitling’s collections carries a story that extends far beyond its intended technical purpose. Very few watch manufacturers today have the ability to create multiple collections with such deeply rooted identities across different subcultures.
And it is this connection between watchmaking and lifestyle that sets Breitling apart. Rather than being defined by a single identity, the brand moves across different worlds, with each collection in the lineup reflecting a unique environment and way of life.
In doing so, what makes Breitling special is that it goes beyond simply creating watches.
They create timepieces that belong to the people and cultures that wear them, reinforcing their position as one of the most versatile and culturally connected watchmakers in the industry.