Breitling has introduced a subscription program, "#BreitlingSelect," allowing users to try up to three Breitling watches sequentially for ¥242,000 annually.

Breitling, the first independent watch brand globally to launch a subscription service, has introduced "#BreitlingSelect." The program, which debuted in the US last year, has now launched in Japan.

This subscription service embodies Breitling's commitment to digital and online initiatives, aiming to present the brand as "high-quality yet casual and accessible" as an alternative to traditional luxury brands. Breitling CEO Georges Kern explains, "This is not only a significant innovation in the watch industry but also a demonstration of Breitling's holistic approach to luxury."

This program allows users not only to use Breitling watches for a year but also to try them before purchasing. Over the 12-month period, customers can sequentially try up to three Breitling watches from the #BreitlingSelect collection, which includes bestsellers, and purchase one of these three at a special price as a benefit.

It's a new way to buy watches: select, try, and then purchase. This service allows you to find the perfect watch for you and experience the world of Breitling in a new way.