With a rich heritage spanning 140 years, Breitling’s modern retro approach balances respect for history with cutting-edge craftsmanship, and Ivan Greguitch, as the brand’s Chief Product Officer, is at the heart of bringing this vision to life. His hands-on leadership and passion for detail drive the team to transform bold ideas into emotional, market-ready luxury watches. In this interview with The Time Place Magazine, Ivan shares insights into his daily work, the brand’s evolving identity, and what inspires him most in his role.
As Breitling Chief Product Officer, what does a typical day—or week—look like for you? Which part of your role do you find most creatively fulfilling?
I am responsible for the Product Office, which covers three key streams: Product Marketing, Product Design, and Product Development. Product Marketing defines our strategy and launch plan for the next three to five years. Based on this, Product Design transforms ideas into creative concepts through design and 3D modelling. Product Development then brings these concepts to life as industrial products through the full development process. My role is to coordinate these three streams to ensure we meet our launch targets. This involves overseeing all major launches and product animations, working closely not only within the Product Office but also with Marketing, Commercial, Sales, Operations, and Logistics. The goal is to ensure our watches are delivered on time, at the right price, with the highest quality, and in the correct quantities. Although coordination is central to my role, on a day-to-day basis I am also closely involved in product discussions regarding aesthetics and technical details. I work with my teams to ensure we do not compromise on quality, that the designs are feasible, and that we maintain the right cost balance. The role combines strategic oversight with a very hands-on approach to the finer details of both design and engineering.
In an increasingly saturated luxury watch market, what differentiates Breitling’s approach to product development from other heritage brands?
Breitling has an incredible heritage with a rich back catalogue spanning 140 years of history. That’s our foundation. I would say our success is built on a very diverse product offering, which makes us one of the few truly generalist luxury watchmakers. We cover a broad spectrum—from the innovative Endurance Pro to high-end premier tourbillons. This diversity is, I believe, our main competitive advantage. We are also a very independent and agile brand. This means we can make fast decisions during the product development process, giving us a significant edge over many other brands in today’s watch market.
Breitling has traditionally been associated with aviation. How are you balancing that legacy with more lifestyle-oriented pieces like the Superocean and the Endurance Pro?
Yes, I would say that Breitling from 10 years ago was very much focused, almost exclusively, on aviation. The products were loud, large, and highly polished. Today, we have evolved into a more sophisticated and refined brand that perfectly embodies our unique style and design strategy, which we call modern retro. We draw inspiration from the past and its spirit, but we are not making vintage watches. Instead, we bring the soul of history into the present with modern craftsmanship. While we remain committed to aviation, we have also expanded our collection to include lifestyle models, and this strategy has been very successful.
The Top Time collection continues to evolve in unexpected ways. What inspired Breitling to tell the story of Italian cycling legends Fausto Coppi and Gino Bartali through the latest limited edition of B01?
Coming back to our rich history, Fausto Coppi and Gino Bartali—two cycling legends—were Breitling ambassadors during the era when Breitling served as the official timekeeper for some of the most prestigious cycling races. Our modern retro design style naturally reflects this heritage. We honour our past with compelling storytelling, capturing the soul and spirit of vintage watches and bringing them into the present through modern craftsmanship and contemporary design elements. The Top Time collection was originally created to appeal to a younger generation. Today, it features classic shapes and fresh colour combinations inspired by these icons. For example, the Top Time B01 Coppi and Top Time B01 Bartali models perfectly embody this approach, with vibrant colours and design cues drawn from Coppi’s blue jersey with yellow patches and Bartali’s distinctive cycling attire. This connection between the collection and the cycling legends breathes fresh energy into our product line-up.
Austin Butler just joined Breitling as the face of the new Top Time B31. What qualities made him the right choice to represent the collection’s evolving identity?
Austin Butler is a great actor and a defining talent of his generation. He has a natural charisma and boldness that perfectly embody what Breitling represents today. Beyond that, he’s a true professional who pays close attention to every detail during the shoot—fully engaged throughout. On top of that, he’s very good-looking and genuinely loves watches. It was a perfect match. We’re promoting the Top Time B31, and if you look at the watch and him together, it fits perfectly. He represents the younger generation seeking watches with a vintage spirit, making it a seamless connection.
Finally, what keeps you inspired and excited to come to work every day in this role? What’s the ‘why’ behind what you do?
Definitely, the most fulfilling part of my role is when, as a team, we are able to transform a basic idea or concept into a market-ready product. It is never a solo effort; it is truly a team process. What excites me most are the key milestones along the way, especially when we receive the first prototypes after several rounds of design and prototyping. This process is not straightforward. In today’s highly competitive market, every detail matters, from design to technical aspects. I feel proud and excited when we reach milestones like confirming the right size, design, dimensions, and proportions. Once the company approves the product, it is time to push the button and start industrialisation. Seeing the first fully assembled watch is an emotional moment for me and my team. We are creating emotional, luxury products, not mass-market items. It is this emotional connection throughout the process that makes me excited to come to work every day.
