Now that we have all seen and digested the reorganization of Breitling's product lineup, and their redesigned strategy and go-to-market approach, one question mark I still have is what the future of their Aerospace lineup will be. We have heard them say that even as most of their quartz watches are killed off, the Professional line will remain. And yet, we've also seen that the Aerospace line has been "thinned" to just 2 flavors: the Volcano Black dial and the Night Mission model (which is the one I currently own and enjoy). I'm interpreting this to mean that a redesign of the Aerospace most likely is pending, even if only to update it to their new "brand standards" of eliminating the Wings logo. So in that spirit, how about I offer up a little unsolicited feedback on this veteran Breitling model, a signature member of their lineup and a very successful and long-enduring strong seller??
![]()
Those of us who wear and love the Breitling Aerospace know that it's a watch like nothing else out there. It features multifunction versatility with a graceful, intuitive user interface that is simple and streamlined, made so by relying only on turning and pressing the crown. This means no buttons, for a sleek, tight aesthetic, which enables a slim case that makes it smoothly slide under your dress shirt cuff. Lightweight titanium construction adds to the supreme wearing comfort. And the handy rotating bezel is useful & practical -- and when matched with a strong 100M depth rating, even makes the Aerospace a credible dive watch substitute in a pinch. Super-accuracy and real-world toughness are provided by the high end thermocompensated quartz movement. A masculine, robust, and handsome appearance on the wrist -- but without looking too toolish or technical. Many feel that the calling card of the Aerospace is that it is the ultimate pilot's / traveler's watch....its quick-hour-change feature makes it ideal for those who move through time zones often. In summary -- the Aerospace is a watch that delivers excellent functionality in a simple way, and superior overall balance for a daily all-arounder.
The operational features of the Aerospace have remained essentially unchanged since its introduction in the mid-1980s. This proves that its design does a lot of things right. The Aerospace is feature rich, without being overcomplicated. When the minute repeater was added in the 1990's, and the electric illumination of the digital displays was added in the 2000's, personally I feel the former was an unnecessary gimmick, but the latter is very welcomed.
![]()
Fast forward to today. Now, the whole premium watch world is in disorder and commotion, as: watch wearing in general is declining, the Apple Watch is taking increasing wrist share, overcapacity and turmoil prevail in the non-Rolex Swiss brands as the Chinese market gyrates, watch retailing is undergoing massive disruption, and the non-Rolex Swiss brands are having a harder and harder time justifying and capturing their suggested retail prices. We've seen Breitling's new marketing strategy developed to try and compete in this fast changing world.
And yet, after 30-plus years in the market, the Breitling Aerospace endures. It remains relevant and attractive, and according to my Breitling dealer friends, is still a steady seller. But nothing is ever assured. In an evolving world, complacency kills. I suggest a few updates to the Aerospace are finally in order. These changes would preserve the spirit and the overall character of the Aerospace, while modernizing and enhancing it in useful, practical ways. With the objective of renewing the model, enhancing its desirability and market relevance, and extending its life cycle.
![]()
So, here goes -- the avusblue list of suggested Aerospace improvements. Breitling, are you taking notes?
Illumination:
Currently, if you want to read the time in the middle of the night, activating the light on the Aerospace is a little convoluted. First, you have to remember to change your display mode to "time" before going to bed, then you have to spin the crown "just right" for it to light up. It can be a bit much when you're groggy in the middle of the night. For a piece that's supposed to be the ultimate working pilot's / traveler's watch, it would be well improved by making it easier to use in a pitch black hotel room!
Here is the solution I suggest. Eliminate the minute repeater -- nobody uses that in the real world. Replace it, so that when you press in the crown, the digital display illuminates and displays the time. Let's say for 5 or 7 seconds. Then when the illumination times out, the mode switches back to whatever it was before. This would facilitate the wearer making a quick, easy, check of the time in the dark. (Obviously if you are in Chrono or Timer mode, this feature wouldn't activate because pressing the crown starts/stops the timer.)
Or, even better -- let's have a press of the crown illuminate the entire dial as well as the digital displays -- via LEDs or Indiglo. Casio and Timex do this extremely well in watches that sell for under $100. Why not big, bad, Breitling, on what's supposed to be a traveler's workhorse watch?
Features:
Breitling should change the LCD displays to a "dot matrix" format so they are more flexible, configurable, and legible. The current LCD has really weak legibility in certain lighting conditions. In addition, the upper panel should be able to do more than just tell you what mode the lower panel is showing. For example, could the upper display be set up to always show you the date? Or, if you have the stopwatch running and you switch modes, how about the upper panel converts to still displaying your running chono time? Just a few examples. Having more flexibility than "7-bar-segment" LCD's would really modernize the watch.
Breitling should also improve the distinguishment of the fast and slow spins of the crown. For all its strengths, I believe the only ergonomic weakness of the Aerospace is that sometimes it confuses your "slow" spin with a "fast" spin, or vice versa. This should be improved.
Longer Chrono. Why should it be limited to 48 hours max?
Better Countdown Timer is needed. Have it remember what it was last set to. And provide an interval (repeat) feature and/or have it start to count up after the timer expires.
Add a vibration option to the alarm & timer. Garmin, Apple, and many fitness-type pieces do this in inexpensive watches. Why not here? Having vibration on your wrist, in addition to the loud audible tone, really helps in a noisy aircraft environment and to wake up people sleeping soundly while traveling.
Add an hourly chime option. Maybe even offer a setting that provides a longer pip on the top of the hour and shorter pip on the half hour. A corresponding shot of vibration would make the hourly signal extra cool.
Battery:
Ever see the inside of your Aerospace? The battery is pretty small. I suggest enlarging the battery diameter, with the goal of giving it an 5, 8 or even 10 year battery life. Like the SuperQuartz Breitling Colt provides. Without making the case thicker. But please, do not implement a battery needing periodic recharging. Or -- best of all -- how about converting the watch to solar power?
Visually:
We all love the look of the Aerospace. But I suggest that it's now time to freshen up the aesthetics. Clean up the dial. Start by reducing the size and prominence of the "12 - 3 - 6 - 9" markers, and also scale down the too-large "BREITLING" inscription on the dial. Streamline the look, tighten it up, and don't visually shout. Breitling has done a good job of refining the design on some of its recently introduced mechanical watches. Some of them are really clean and crisp. This shows that Breitling can successfully achieve classic aesthetic harmony. Or, how about a custom order program to give people the choice?
Shave down it's physical diameter just a tiny bit....maybe size it at 41mm, maybe 42. But at 43, I feel the current Aerospace EVO, while not too large, is just on the verge of being too large. Its thinness helps a lot. But Breitling, know that for a watch worn by real working pilots and travelers, it gets annoying to have a too-big watch catching on your shirt cuff.
Change the bezel to allow bi-directional turning. This watch is diver-ey, which we appreciate, but it ain't no hard core diver. Make it easier to set your timing bezel by turning it whichever way you choose. Like the X-33 does.
Keep the "Night Mission" option for a fun, stealthy dark, alternative. With cool, fun strap options like what's currently offered.
Finally: How about considering incorporating Atomic Synch like a lowly Casio? For perfect accuracy that you'd never have to think about. Just choose your time zone and you're done.
Please Avoid:
Bluetooth connectivity, or app-controlled gimmicks. Aerospace wearers are not looking for another Exospace. I personally don't want my watch to be an extension of (or dependent upon) my phone. The whole reason I wear a watch is to have it be a special-purpose, standalone, singularly focused time teller. Thank you very much.
Oh, and finally:
I suggest Breitling reduce the price of the Aerospace to better match real-world market demand and to conform to prevailing street pricing from ADs and Grays. Something like an MSRP of $3k on bracelet, $2,500 on strap, would feel about right.
This is all a tall order. I acknowledge that. It's wishful thinking, and will probably never happen. But it's a goal. I believe that we should demand better from producers of our expensive, high end luxury watches. They shouldn't be allowed to coast indefinitely on their legacies. I suggest that if they wanted to and saw the demand, someone like Casio or Seiko could build the exact watch I've described above, with quality, toughness, reliability, and durability, and price it under $1,000. I would gladly pay double, or even triple, that price for said watch from Breitling. Why shouldn't we expect more from them?
So -- what do you guys think? What other suggestions, or "wish list" items, would you add? Discuss!
Cheers!
![]()
Those of us who wear and love the Breitling Aerospace know that it's a watch like nothing else out there. It features multifunction versatility with a graceful, intuitive user interface that is simple and streamlined, made so by relying only on turning and pressing the crown. This means no buttons, for a sleek, tight aesthetic, which enables a slim case that makes it smoothly slide under your dress shirt cuff. Lightweight titanium construction adds to the supreme wearing comfort. And the handy rotating bezel is useful & practical -- and when matched with a strong 100M depth rating, even makes the Aerospace a credible dive watch substitute in a pinch. Super-accuracy and real-world toughness are provided by the high end thermocompensated quartz movement. A masculine, robust, and handsome appearance on the wrist -- but without looking too toolish or technical. Many feel that the calling card of the Aerospace is that it is the ultimate pilot's / traveler's watch....its quick-hour-change feature makes it ideal for those who move through time zones often. In summary -- the Aerospace is a watch that delivers excellent functionality in a simple way, and superior overall balance for a daily all-arounder.
The operational features of the Aerospace have remained essentially unchanged since its introduction in the mid-1980s. This proves that its design does a lot of things right. The Aerospace is feature rich, without being overcomplicated. When the minute repeater was added in the 1990's, and the electric illumination of the digital displays was added in the 2000's, personally I feel the former was an unnecessary gimmick, but the latter is very welcomed.
Fast forward to today. Now, the whole premium watch world is in disorder and commotion, as: watch wearing in general is declining, the Apple Watch is taking increasing wrist share, overcapacity and turmoil prevail in the non-Rolex Swiss brands as the Chinese market gyrates, watch retailing is undergoing massive disruption, and the non-Rolex Swiss brands are having a harder and harder time justifying and capturing their suggested retail prices. We've seen Breitling's new marketing strategy developed to try and compete in this fast changing world.
And yet, after 30-plus years in the market, the Breitling Aerospace endures. It remains relevant and attractive, and according to my Breitling dealer friends, is still a steady seller. But nothing is ever assured. In an evolving world, complacency kills. I suggest a few updates to the Aerospace are finally in order. These changes would preserve the spirit and the overall character of the Aerospace, while modernizing and enhancing it in useful, practical ways. With the objective of renewing the model, enhancing its desirability and market relevance, and extending its life cycle.
So, here goes -- the avusblue list of suggested Aerospace improvements. Breitling, are you taking notes?
Illumination:
Currently, if you want to read the time in the middle of the night, activating the light on the Aerospace is a little convoluted. First, you have to remember to change your display mode to "time" before going to bed, then you have to spin the crown "just right" for it to light up. It can be a bit much when you're groggy in the middle of the night. For a piece that's supposed to be the ultimate working pilot's / traveler's watch, it would be well improved by making it easier to use in a pitch black hotel room!
Here is the solution I suggest. Eliminate the minute repeater -- nobody uses that in the real world. Replace it, so that when you press in the crown, the digital display illuminates and displays the time. Let's say for 5 or 7 seconds. Then when the illumination times out, the mode switches back to whatever it was before. This would facilitate the wearer making a quick, easy, check of the time in the dark. (Obviously if you are in Chrono or Timer mode, this feature wouldn't activate because pressing the crown starts/stops the timer.)
Or, even better -- let's have a press of the crown illuminate the entire dial as well as the digital displays -- via LEDs or Indiglo. Casio and Timex do this extremely well in watches that sell for under $100. Why not big, bad, Breitling, on what's supposed to be a traveler's workhorse watch?
Features:
Breitling should change the LCD displays to a "dot matrix" format so they are more flexible, configurable, and legible. The current LCD has really weak legibility in certain lighting conditions. In addition, the upper panel should be able to do more than just tell you what mode the lower panel is showing. For example, could the upper display be set up to always show you the date? Or, if you have the stopwatch running and you switch modes, how about the upper panel converts to still displaying your running chono time? Just a few examples. Having more flexibility than "7-bar-segment" LCD's would really modernize the watch.
Breitling should also improve the distinguishment of the fast and slow spins of the crown. For all its strengths, I believe the only ergonomic weakness of the Aerospace is that sometimes it confuses your "slow" spin with a "fast" spin, or vice versa. This should be improved.
Longer Chrono. Why should it be limited to 48 hours max?
Better Countdown Timer is needed. Have it remember what it was last set to. And provide an interval (repeat) feature and/or have it start to count up after the timer expires.
Add a vibration option to the alarm & timer. Garmin, Apple, and many fitness-type pieces do this in inexpensive watches. Why not here? Having vibration on your wrist, in addition to the loud audible tone, really helps in a noisy aircraft environment and to wake up people sleeping soundly while traveling.
Add an hourly chime option. Maybe even offer a setting that provides a longer pip on the top of the hour and shorter pip on the half hour. A corresponding shot of vibration would make the hourly signal extra cool.
Battery:
Ever see the inside of your Aerospace? The battery is pretty small. I suggest enlarging the battery diameter, with the goal of giving it an 5, 8 or even 10 year battery life. Like the SuperQuartz Breitling Colt provides. Without making the case thicker. But please, do not implement a battery needing periodic recharging. Or -- best of all -- how about converting the watch to solar power?
Visually:
We all love the look of the Aerospace. But I suggest that it's now time to freshen up the aesthetics. Clean up the dial. Start by reducing the size and prominence of the "12 - 3 - 6 - 9" markers, and also scale down the too-large "BREITLING" inscription on the dial. Streamline the look, tighten it up, and don't visually shout. Breitling has done a good job of refining the design on some of its recently introduced mechanical watches. Some of them are really clean and crisp. This shows that Breitling can successfully achieve classic aesthetic harmony. Or, how about a custom order program to give people the choice?
Shave down it's physical diameter just a tiny bit....maybe size it at 41mm, maybe 42. But at 43, I feel the current Aerospace EVO, while not too large, is just on the verge of being too large. Its thinness helps a lot. But Breitling, know that for a watch worn by real working pilots and travelers, it gets annoying to have a too-big watch catching on your shirt cuff.
Change the bezel to allow bi-directional turning. This watch is diver-ey, which we appreciate, but it ain't no hard core diver. Make it easier to set your timing bezel by turning it whichever way you choose. Like the X-33 does.
Keep the "Night Mission" option for a fun, stealthy dark, alternative. With cool, fun strap options like what's currently offered.
Finally: How about considering incorporating Atomic Synch like a lowly Casio? For perfect accuracy that you'd never have to think about. Just choose your time zone and you're done.
Please Avoid:
Bluetooth connectivity, or app-controlled gimmicks. Aerospace wearers are not looking for another Exospace. I personally don't want my watch to be an extension of (or dependent upon) my phone. The whole reason I wear a watch is to have it be a special-purpose, standalone, singularly focused time teller. Thank you very much.
Oh, and finally:
I suggest Breitling reduce the price of the Aerospace to better match real-world market demand and to conform to prevailing street pricing from ADs and Grays. Something like an MSRP of $3k on bracelet, $2,500 on strap, would feel about right.
This is all a tall order. I acknowledge that. It's wishful thinking, and will probably never happen. But it's a goal. I believe that we should demand better from producers of our expensive, high end luxury watches. They shouldn't be allowed to coast indefinitely on their legacies. I suggest that if they wanted to and saw the demand, someone like Casio or Seiko could build the exact watch I've described above, with quality, toughness, reliability, and durability, and price it under $1,000. I would gladly pay double, or even triple, that price for said watch from Breitling. Why shouldn't we expect more from them?
So -- what do you guys think? What other suggestions, or "wish list" items, would you add? Discuss!
Cheers!
