Breitling Breaks Into Top 10 Swiss Watch Brands as Sales Jump

Breitling AG, the watchmaker bought out by private equity in 2017, jumped into the list of top 10 Swiss brands as sales surged under CEO Georges Kern.

The Grenchen, Switzerland-based company is the ninth biggest, according to estimates by Morgan Stanley and LuxeConsult, in a report published Tuesday.

Best known for its pilot-themed watches including the Navitimer chronometer, Breitling’s sales rose to 860 million Swiss francs ($938 million) in 2022, according to estimates in the report.

The climb into the top 10 caps a turnaround effort led by Kern, a former Richemont executive, who focused on fewer models ...