Movie Time

Georges Kern is not only one of Switzerland’s most successful watch company managers. He also demon- strates considerable talent as a feature-film producer. For his first movie, Mon Chien Stupide, he achieved the virtually impossible and secured the film rights to John Fante’s novel of the same name. He recruited Yvan Attal as director: the Frenchman also plays the role of the frustrated dad who adopts a badly behaved stray dog. At his side is su- perstar Charlotte Gainsbourg, Attal’s partner in real life. The result is a touching, thorough- ly French tragi-comedy. “And the best thing about it,” Georges Kern reveals, “is that we have so much fabulous material, we can make a really good series out of it.” There’s not enough time at the private

screening for the whole film, but Georges Kern and René Beyer are able to enjoy a few excerpts at the Zurich Filmpodium. The cinema, not far from Beyer Chronometrie, is the oldest in the city in its original state and one of Zurich’s few remaining embodiments of the Bauhaus era. René Beyer remembers soaking up the scent of the big wide film world in this theatre as a teenager. “Over the years I somehow forgot all about this beautiful cinema. I prefer watching movies in the peace and quiet of my home – a pity, really.” Georges Kern, a passionate cinema-goer, is here for the first time – and enthusiastic about the architecture. No straight façades, no corners, everything is floating; a blurry boundary between reality and cinematic fiction.

Georges Kern is a master storyteller. He completely overhauled Breitling’s brand image and communica- tions and introduced the ‘Squad’ concept, on which the campaign is based. Each Squad consists of three personalities who are among the best in the world in their fields. In the Surfers’ Squad, these are Kelly Slater, Sally Fitzgibbons and Stephanie Gilmore. The Triathlon Squad comprises Daniela Ryf, Chris McCor- mack and Jan Frodeno. The Explorers’ Squad is made up of the pioneers and adventurers Bertrand Piccard, David de Rothschild and Inge Solheim. All are leading lights in their respective field and masters of their craft, as are the members of the Cinema Squad, including the newly crowned Oscar winner Brad Pitt, the incom- parable Charlize Theron and Adam Driver.

Georges Kern focuses on credibility rather than appearances and invites good customers not to gala dinners but to the Surf Ranch of eleven-time world champion Kelly Slater. The take-up proves him right: within just a few months, he has helped Breitling drop its pure aviator image and positioned it as a brand that is historically at home in the water, on land and in the air. And appears pretty relaxed at the same time. “Luxury becomes accessible, it loses its formal touch,” Georges Kern stresses as he takes a sip of water and leans forward in his armchair. “People who can afford luxury have been to enough candlelight dinners for a lifetime. They’d rather leave their dinner jacket in the wardrobe and, with their feet in the sand, be part of shaping a future that gives a sense of purpose.”