Breitling has become the latest organisation to turn its back on promotions reliant on women wearing revealing clothing on the grounds that they are inappropriate for use in today’s moral climate.
As such the venerable Swiss watch brand has ended the use of advertisements depicting women in shorts and flight suits serving as ground support for World War 2 pilots which had elicited a number of complaints angered about this portrayal of women.
CEO Georges Kern remarked: “I stopped them immediately. Some customers thought they were funny. But such clips were no longer suitable and do not reflect values of today’s society.”
Instead Kern has instructed that a new generation of adverts be produced in a less sexist guise while maintaining its historic links with the aviation community.
Kern arrived at Breitling last year from luxury goods firm Richemont and has been tasked with broadening its appeal to consumers not to mention annual sales of around $457m - despite growing competition from the smart watch category..
In past years Breitling has been a sponsor of the Tour de France.