When Gregory Kissling became Breguet CEO in October 2024, he found no plans for the brand's 250th anniversary. The absence revealed a strategic gap in the historic watchmaker's planning. He used the looming deadline to force decisions on product, positioning, and investment that had been deferred for years.

Kissling, an Omega veteran, spread the celebration across the full year to buy time for development teams. This allowed completion of headline products like the Expérimentale 1, featuring a magnetic escapement tourbillon in development for a decade. The anniversary collection itself chronologically tells Breguet's story, from subscription watches to haute horlogerie complications.

Concurrently, Kissling is overhauling Breguet's retail strategy. He aims to open more corporate boutiques, especially in the U.S., targeting cities like Dallas and Miami. While Asia has been challenging, he notes bright spots in Korea and Japan. Backed by Swatch Group's industrial resources, he also established Breguet's own certification standard to distinguish the brand within the conglomerate.