CEO Of The Month | Chapter 1: Gregory Kissling – Engineering the Future at Breguet

There’s a particular irony in watchmaking: for all its obsession with seconds, the industry rarely moves in haste. Change is evolutionary, not reactive. Brands steeped in centuries of tradition don’t pivot — they orchestrate. And perhaps no brand embodies this rhythm more profoundly than Breguet, whose history reads like a blueprint of modern horology itself.

So, when the Swatch Group quietly appointed Gregory Kissling as CEO of Breguet in October 2024, just ahead of its 250th anniversary, the decision felt less like a corporate reshuffle and more like the resetting of a deeply symbolic clock.

But make no mistake — Kissling’s arrival isn’t about maintaining status quo. It’s about redefining relevance without relinquishing reverence. It’s about engineering a future that speaks the language of innovation, but in the dialect of tradition. It’s about ensuring that Abraham-Louis Breguet’s legacy continues to be a living, breathing force — not just a line in a museum caption.

From Microtechnology to Maison Leadership: Kissling’s Ascent
Gregory Kissling’s story doesn’t begin in a corner office — it begins with components. Trained as a microtechnology engineer in the heart of Neuchâtel’s precision valley, he built his early career in the watchmaking trenches. He is, first and foremost, a builder — of calibres, of processes, of vision. His transition from technical roles to executive leadership is almost formulaic in its logic. After a stint at Cartier, he joined Omega in 2000, a move that would define the next two decades. There, he didn’t just work on product development — he reshaped the DNA of Omega’s modern output.

As Head of Product Management and later Vice President of Product Development, he led the creation of everything from the Speedmaster Calibre 321 reissue to the Seamaster 300 “No Time To Die”, the Snoopy Speedmaster, and the Chrono Chime — a piece as conceptually daring as it was technically difficult. Kissling also drove the brand’s material innovation, pushing forward Swatch Group’s proprietary golds like Sedna™ and Moonshine™, and deeply embedding anti-magnetic technology into the product roadmap. His technical prowess was never separate from his creative discipline. Every watch he touched had clarity of purpose. No unnecessary design flourishes. No over-engineered statements. Just relevance, restraint, and respect for the collector.

Why Breguet, Why Now?
Breguet is no ordinary brand. It is, arguably, the foundation stone of modern watchmaking. Tourbillon? Breguet. Perpetual calendar mechanisms? Breguet. Guilloché decoration? Breguet again. And yet, in recent years, Breguet has been somewhat understated in the broader luxury conversation — admired deeply by purists, but rarely part of the zeitgeist.

This is the paradox Kissling inherits: a brand that has done more for horology than any of its peers, yet doesn’t always command the visibility it deserves. But Kissling is uniquely suited to this task. Unlike a marketing-driven CEO hired to disrupt for attention, he’s an insider’s insider. Someone who knows that the true collector doesn’t need loudness — they need substance.

He also isn’t new to Breguet. Throughout his tenure at Omega, Kissling collaborated closely with Breguet’s teams on component and movement development. He knows the verticalized manufacturing structure of the Vallée de Joux workshops. He understands Breguet’s silicon technology, its magnetic pivots, and the quiet elegance of its Classique collection. This is not a man parachuted into unfamiliar terrain — this is a leader stepping into a brand he has already helped shape from behind the curtain.

His Vision: Precision, Purpose, and Patience
In one of his first interviews post-appointment, Kissling made it clear: “We’re not here to chase trends.” Instead, his vision for Breguet is rooted in long-form thinking — in slow, considered innovation that adds genuine value to both the Maison and the collector. He praises the Chronométrie 7727 — still the most precise mechanical watch in Breguet’s arsenal thanks to its magnetic pivot and 10Hz frequency — not as a one-off, but as a guiding principle. “Innovation at Breguet must be practical, not decorative,” he says.

This doesn’t mean stagnation. On the contrary, Breguet is in a phase of strategic reinvention. With the 250th anniversary unfolding through 2025, the Maison is embarking on a global showcase tour — city by city, unveiling new launches with historical context, culminating in a flagship celebration at Versailles, the spiritual home of Breguet’s royal heritage.

Reading the Signs: A New Breguet Is Emerging
From what we’ve seen so far, the Kissling effect is already visible.
-The anniversary launches are subtle yet rich with meaning
-Dials inspired by the Quai de l’Horloge atelier.
-Domed sapphire crystals that mimic late 18th-century designs.
-Recalibrated aesthetics in the Tradition, Classique and Type XX lines that signal a return to ultra-refined watchmaking — not oversized, overcomplicated novelties.

There’s also a noticeable energy shift in the way Breguet is positioning itself — more transparent, more narrative-driven, and with an eye on the younger connoisseur without diluting its intellectual heritage.

Key Breguet Releases in 2025 So Far:
Classique Souscription 2025: A 40mm, single-hand enamel dial watch in “Breguet Gold,” inspired by Abraham-Louis Breguet’s 1797 subscription model. Subtle details like pantograph-style engravings bring together tradition and modern finesse.

Tradition Seconde Rétrograde 7035: A more compact 38mm model featuring a platinum rotor and intricate guilloché motif, evoking the brand’s historical address on the Quai de l’Horloge.

Type XX Chronographe 2075: Two limited editions in proprietary “Breguet Gold,” offering flyback functionality and pilot-watch DNA. These pay tribute to Breguet’s aviation history while reinforcing its technical authority.

Classique Tourbillon Sidéral 7255 : Some moments in watchmaking don’t just echo history—they redefine it. The new Breguet Classique Tourbillon Sidéral 7255 does just that. Released exactly 224 years after Breguet patented the tourbillon, this 50-piece limited edition is the fourth chapter in its anniversary celebrations. With a flying, mysterious tourbillon hovering above an aventurine dial and encased in exclusive Breguet gold, the Sidéral isn’t just a tribute—it’s a horological revelation.

Launching "Breguet Gold" and Global Roadshows
One of Kissling’s standout innovations has been the introduction of Breguet Gold, a proprietary 18k alloy that adds unique warmth and resilience to the watches. It’s a tactile enhancement that reinforces the brand’s commitment to material excellence. Additionally, the brand’s anniversary rollout has been international in scale. From Paris and Geneva to Tokyo, New York, and Dubai, Breguet is re-engaging collectors and media around the world through exhibitions, pop-ups, and boutique activations—giving each region a unique glimpse into the maison’s evolution.

Personal Passion: Racing Cars and Mental Precision
Away from the atelier, Kissling pilots a different kind of machine. A racing car enthusiast, he typically spends weekends at the track—framing work with speed, focus, and adrenaline.He also treasures his time with his Blancpain family colleagues—even after leaving that brand, he still pops in during events to check in, showing a deep appreciation for camaraderie translated across roles

The Kissling Effect: Why It Matters
What makes Kissling’s approach so effective is his balance between heritage preservation and modern relevance. While many luxury brands either lean too heavily on nostalgia or chase short-term trends, Kissling has found the sweet spot. His focus on “product, product, product” ensures that every launch is meaningful, while his strategic storytelling gives each timepiece historical weight. Internally, his leadership has also sparked a renewed sense of creativity and urgency, empowering artisans, designers, and marketers alike.

The question now is: Will Kissling also introduce a “new icon”? Perhaps a reimagined Marine with broader appeal? Or a high-complication sport-chic line to answer the Patek Nautilus and Audemars Piguet Royal Oak? The potential is there — but Kissling, ever deliberate, won’t rush it. Kissling is not a disruptor. He’s a calibrator. And for Breguet — a brand that needs more curation than correction, more visibility than reinvention — that’s precisely what’s needed. In many ways, his leadership reflects the watches he’s long been known for: understated on the surface, but mechanically extraordinary, intellectually rigorous, and built to endure far beyond the moment.

Next month on "CEO Of The Month",  we continue our journey through the minds shaping horology’s future. Stay tuned.