00:00We are one of the leaders in pilot watches, but we always covered, if you want, Earth also.
00:07And Formula One is similar to piloting.
00:12Many pilots, by the way, or drivers, were also pilots in the history of Breitling, like Jim Clark or Graham Hill.
00:21And Formula One became a phenomenon, certainly also because of the Netflix series, Drive to Survive.
00:28And this year, the whole Formula One circuit starts from zero with new engines, with starting on a white piece of paper.
00:41And Aston Martin is one of the absolute mythical brands.
00:45And being associated with such an institution, with such history, with such emotions, is absolutely phenomenal for us.
00:54And we're very happy about that collaboration.
00:56I have just the most basic question, but I think about this all the time with sports partnerships.
01:01I know you're experienced here.
01:03You also have a recent NFL one, too.
01:05How do you actually measure the return you're getting on these things?
01:09Because they are expensive.
01:10Let's be clear here.
01:11It is not cheap.
01:12I assume especially for as popular franchises like F1 and the NFL.
01:17What kind of return do you get on having these sponsorships?
01:21Can you actually measure differences in sales from going after this type of thing?
01:28That's an interesting question, which is also asked by my shareholders in all my board meetings.
01:34And I need to give you the same answer as I give them.
01:39I don't know.
01:41We have, of course, analysis.
01:43We know the impact of Formula One, for instance, in Asia, in China in particular.
01:50We know the coverage.
01:52But how this translates into sales is very difficult.
01:58It's a bulk of measures.
02:01It's advertising.
02:02It's celebrities.
02:03We have, for instance, ambassadors like Austin Butler.
02:06We have these sports sponsorships.
02:11But it's a menu which makes the brand desirable and impactful.
02:17But I'm quite happy to have the NFL to cover the U.S., which represents 25% of our turnover.
02:24And now Aston Martin covering Europe and Asia.
02:32So it's quite complementary for us in terms of impact.
02:35I wonder, you know, I've often wondered about the NFL connection.
02:39Because, like I say, with Breitling, I think about, you know, a P-51 Mustang or I think about a Bentley because of your years of partnership with them.
02:48And Formula One has the same kind of aspirational sort of mega-wealth association.
02:55When I think about the Philadelphia Eagles or the New York Jets, I don't really think about Breitling.
03:03It's difficult for me to put your brand in the same sentence as an NFL team, especially a watch with, like, an NFL logo on the face.
03:13How did you come to that decision?
03:17Well, you know, the NFL is a social phenomenon in the United States.
03:23And we don't segment clients by age or by sex.
03:29It's really how do you reach out to a lifestyle.
03:35And there's nothing more American, again, the U.S. is the biggest market for us, than the NFL.
03:42It is a social phenomenon.
03:44And you cannot â we don't operate in silos.
03:48We are not just in the watch industry.
03:50People who are buying watches are interested in Formula One, are interested in the NFL or in surfing with our collaboration with Kelly Slater.
03:58And all of that together builds a brand and gives content, emotional content, to a brand.
04:06And trust me, it works very well.
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