Gregory Kissling is a watch industry veteran with more than two decades of experience in horology. His passion for micromechanics began at an early age. Kissling went on to get his bachelor’s degree in Microtechnology Engineering and later a Master’s in Luxury Management as well as an MBA. This trifecta has made him a force to be reckoned with. With a deep knowledge and reverence for the art of watchmaking, Kissling also has the skills to tackle the cut-throat business side of the trade.
Swatch Group, one of the three largest luxury Maisons in the industry alongside LVMH and Richemont, saw Kissling’s potential early on. While he began his career at Cartier, a subset of the Richmont Group, his tenure there was short-lived. Kissling was quickly scooped up by the Swatch Group, taking a position at Omega as a Product Manager in 2004. Over the next two decades, Kissling would work his way up to Vice President of Product at Omega, and after an impressive 20-year tenure, he would ultimately make the move to CEO of one of Swatch Group’s three top-tier prestige watch brands: Breguet.
Kissling just joined Breguet in 2024. He arrived at a pivotal moment—the brand was on the precipice of celebrating 250 years of continuous production. Breguet is not just one of the most highly revered brands at Swatch Group—it is one of the most highly revered brands in the history of watchmaking.
As one of the oldest Maisons in continuous operation, its founder, Abraham-Louis Breguet, is considered to be one of the most significant figures in the horological landscape. The “Leonardo da Vinci of Watchmaking” and the “Father of Modern Horology,” Breguet is responsible for inventions still vital in the field today, like the wristwatch (1810), tourbillon (1801), anti-shock system (1790), and automatic movement (1780). Upholding this legacy and advancing it is no small feat, but Kissling is up for the challenge. We were fortunate enough to sit down with him to discuss his insights into the brand’s heritage, its capacity for innovation, and its ability to retain cultural relevance with the next generation of consumers, particularly in the U.S. market.
When did you know you wanted to be involved in the watch industry?
I have always been fascinated by objects that combine technical mastery and artistry. Watches are not only instruments of precision but also symbols of heritage and human ingenuity. Joining this industry felt like the natural way to connect both passions. A timepiece is also an object that can carry a lot of emotion, it can tell a genuine story, and it can be transmitted to the next generation. Working for this type of industry and more specifically for Breguet is a true honor.
As a relative newcomer to Breguet, just taking your position last year, what were the challenges of stepping into such a deep history, and the advantages that your new perspective could bring?
There is always an advantage when you are new in the company because you come with fresh ideas, but in the case of a company like Breguet where history is so important, understanding the heritage of the brand was also very important to me. I plunged into different books—there are so many books about the brand. So together, with my experience and this understanding, I came with a clear perspective on product and also in terms of communication and commercialization. Invention has always been the essence of the brand—“crafting one invention at a time” has long been Breguet’s motto. This, for me, is an important part of our past and what will keep pushing us forward.
Can you share a personal mantra or guiding principle influencing your leadership philosophy?
“Honor the past, build the future.” I believe leadership is about protecting what makes a brand unique while giving it the tools and vision to thrive in a changing world. For Breguet, honoring the past means safeguarding our founder’s legacy—from the invention of the tourbillon to the refinement of traditional crafts like hand-guilloche. Building the future means investing in innovation, whether through new calibers, sustainable practices, or engaging the next generation of watch enthusiasts so that the Maison remains as relevant tomorrow as it was over two centuries ago.
What are the most powerful forces currently shaping your business?
Two forces in particular really stand out: innovation and cultural relevance. As I referenced previously, at Breguet, innovation means carrying forward the pioneering spirit of our founder—from his inventions to today’s advances in materials and movements. In addition, cultural relevance ensures that our timepieces are not only technical achievements but also meaningful objects that resonate with modern collectors and new generations. We are constantly advancing in materials, design, and functionality, while at the same time, our clients increasingly seek meaning and authenticity. Balancing cutting-edge progress with deep respect for our history is what drives us forward.
How do you measure success? Financial metrics? Impact-based metrics? Something else?
Of course, financial health matters, but for me, success is also measured by the strength of our relationships—with collectors, it means earning their trust through authenticity and excellence; with partners, it means building long-term collaborations based on mutual respect; and with our teams, it means building a sense of belonging and pride in the Maison. If we can inspire loyalty and pride in what we create, then we are succeeding.
How do you integrate purpose into your business?
Purpose is built into our DNA. We preserve and celebrate watchmaking excellence, but we also ensure that every decision—whether in design, craftsmanship, or sustainability—reflects a long-term vision that honors both our heritage and future generations. Sustainability, in this sense, is not only about responsible sourcing of materials and reducing our environmental footprint but also about creating timepieces made to last for generations.
How do you navigate and adapt to evolving market trends and consumer preferences?
We listen carefully to our clients while staying true to who we are. Trends come and go, but authenticity endures. At Breguet, we build close ties through personal encounters and bespoke experiences. These exchanges offer insights while preserving our identity. We balance many voices by filtering feedback through our history and savoir-faire, ensuring it aligns with Breguet’s vision rather than trends. Our role is to innovate within our identity, not to chase what is fleeting.
What is important about the U.S. market and the brand’s relationship to the consumer base and the collectors here?
The U.S. is a very crucial market for the watchmaking industry, and there is big room for potential growth here. So, it is important for us to be connected with this kind of community. We need to attract a new audience, a new generation. We have only one museum, which is located in Paris in the Place Vedome. It is a beautiful museum where people—existing clients and new clients—can really learn something and experience the brand beyond just the watches themselves. We wanted to recreate this experience with new boutique redesigns, which we have rolled out this year. What is really key about this concept is that it is centered around the client and their experience, not just the product.
Our motto here is “Worth Beyond Wealth.” Does that resonate with you, and if so, in what capacity?
Absolutely. A fine timepiece is not just an asset—it is a legacy. A Breguet timepiece goes far beyond financial value. It lies in the ingenuity of its complications, such as the tourbillon; in the refinement of details like hand-guilloche dials; and in the timeless elegance. Each watch carries with it centuries of innovation and artistry, marking milestones. That is something no financial metric can ever capture.
Do you have any upcoming events or projects that you are particularly excited about?
For our 250th anniversary year, we have had an incredible traveling exhibition making a world tour, which will conclude in Paris this December with a major launch. The entire exhibit blends historical timepieces with our current collection. This curation demonstrates that the legacy of Breguet is always in motion and that there is still a connection between the original timepieces created by Abraham-Louis Breguet himself and the modern catalog. It has been a fantastic educational tool with collectors and enthusiasts to really communicate the history of the brand and what we are moving toward today and in the future.
