SJX Watches
Breitling Introduces the Superocean Heritage ’57 “Rainbow” – Again
Just in April this year, Breitling unveiled the Breitling Superocean Heritage ’57 Rainbow, a limited edition of just 250 pieces that it sold out within a few hours according to Breitling chief executive Georges Kern. With the presses for the 250 barely cool, Breitling has announced another rainbow-theme diver, the Superocean Heritage ’57 Limited Edition II. This time, the limited edition is 1,000 pieces – but with a charitable twist: 500,000 Swiss francs from the sale of the new edition will go to charities that support healthcare workers. The bulk of the sum has already been donated, split evenly amongst six charities in six countries that are amongst the hardest hit by the COVID-19 pandemic. Initial thoughts Issuing an almost-identical edition after the initial home run is not cool. It feels a bit too blatant. That said, it is substantially redeemed by the generous donation, which is equivalent to about 10% of gross revenue from the new “Rainbow II”. It is encouraging to see watchmakers leverage on their brand equity to aid relief efforts. As for the watch itself, the Rainbow II is actually a better looking watch. While the first edition had had a black dial and bezel, the new edition employs a blue dial and bezel that I find to be even more striking. The primary attraction is of course the rainbow-graduated hour markers that inject a playful element into what’s otherwise a serious-looking retro dive watch. While the rainbow markers may be divisive – I lo...
