Breitling Is Entering the Virtual Fashion Space

Swiss watch maker Breitling, once better known for ad campaigns featuring former brand ambassador John Travolta and fighter jets, has partnered with interactive luxury fashion mobile game DREST.

Breitling becomes the first luxury watch brand to work with DREST, which is available for download on iOS devices on the App Store and puts the player in the role of stylist in order to build digital photoshoots and mood boards.

The game works with some 200 leading global fashion brands to ensure players are able to work with a fashion cupboard full of the latest styles and in December announced it would be releasing realistic avatars of supermodels Natalia Vodianova, Precious Lee, Irina Shayk, Imaan Hammam and Candice Huffine.

But there’s a commercial angle too with players able to seamlessly shop any of the items they have used, which now includes Breitling’s Chronomat for Women range with 36mm automatic model and 32mm SuperQuartz pieces available in a variety of metals with the option of diamond-set bezels.

“We are very excited that Breitling, and specifically our new Chronomat for Women collection will become a part of DREST’s vast virtual wardrobe. It’s really a fun way to experience the latest in luxury, and we believe Breitling has a role to play in that world,” says Breitling Chief Marketing Officer Tim Sayler.

The partnership kicks off with two Breitling X DREST Mood Board challenges. The first launching today for three days, where players will have the chance to win a stainless steel Chronomat Automatic 36 worth $4,700 USD. A second Breitling challenge will follow in March.

Elsewhere in watches, watch show Watches and Wonders announces 38-brand digital event for April.