IWC, a brand renowned for its masculine, tool watches, Georges Kern was determined to change the mind-set at uber-macho Breitling when he took over as CEO in 2017.
Very quickly, he announced the end of the brand’s sexist and outdated promotional campaigns, which included events models in skimpy clothes and brand boutiques accessorised with blonde WWII pin-up mannequins perched astride torpedoes.
He pledged to make the company “less virile”, saying that the image did “not fit with the new way of thinking”.“When I arrived with my team.
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