Referring to Breguet immediately conjures up images of imperial magnificence, opulence, technical excellence and refinement. Yet the brand sometimes opts for another simpler yet no less expressive path, which is why the name Marine caught my attention. At first glance, Marine seems so simple, so classic, so… boring. It’s a first name, a color, a fleet. Marine can mean a lot of things, but one thing is for sure, they are all united by a form of classicism. So, what does this name immediately bring to mind for me personally ? The marine world, you may say. Actually not at all… I’ve probably never told you this before, but alongside watches, I love blue jackets. I adore blazers, and sport coats. Provided they are blue. And not just any blue : navy blue or bleu marine in French.
COLOR…
So here I am in the presence of a watch that is starting to appeal to me. Because no other watch has the name of an actual color ! In this sense, the Breguet Marine is unique. What is interesting about bleu marine is both its classicism and its ability to “take on” various appearances, while maintaining a beautiful look. Even a worn-out blazer that is dark blue retains its charm, which means that Marine is therefore timeless before being aquatic. In this respect, the name chosen by Breguet is beginning to make sense. It is part of the brand’s history, its image, but also allows for different interpretations, while maintaining a link with reality. The name Marine remains more “accessible” than a reference or a name such as Tradition or Reine de Naples. The link with the image of nobility is nonetheless not too far removed… There is of course a shade called royal blue, which is much lighter than navy blue. Nonetheless, it was this shade that was initially chosen by the Kings of France to highlight the golden fleur-de-lys symbol. Bleu marine is therefore a way of highlighting a noble origin, as well as a golden color. As you can see, we’re starting to find the Breguet brand’s DNA here. But if you pay a visit to the Breguet website, something else may surprise you…
LA LE LAND…
A look at the menu presenting the brand’s collections reveals that Breguet has named its collection, not Marine, but La Marine. This surprised me, because I always refer to the Breguet Marine, and not the Breguet La Marine… It may seem to you like a mere detail, but when you’re surprised by a name, it’s because there’s necessarily something worth looking into ! So La Marine, Le Marine… or just plain Marine ? I’m hoping our friends at Breguet can enlighten me on this issue. La Marine takes us in a different direction to Le Marine (la marine means the actual Navy in French whereas le marine refers to the color navy). So here we are in the world of the Sea, so dear to Breguet. With La Marine, the positioning is clear. Breguet watches bearing this name are therefore adventurers and sailors. We are talking about ships, boats, although the sporting intention is not present. Especially not the desire to dive. Marine watches are not Subs and even less so tool watches. With this definite article, the word Marine thus seems more distant, less concrete. It conveys the image of a style, an entity, rather than a profession or an activity. Once again, the name seeks to elevate the watch, and not to confuse it with other more “popular” pieces. Like the (navy) blazer which defined a style, as well as a particular segment of the population, La Marine continues to reinforce the brand’s exclusive image.
MARINE OR MARINE ?
However, seen from here – on the Pacific coast, Marine takes on a whole new meaning. And that may indeed be why Breguet decided to call its collection LA Marine. Because in English, LA Marine could quickly become THE Marine. And suddenly, there would be no more nobility or hauteur, with connotations instead heading directly towards mud, blood and war. Bye-bye a Navy model and instead a watch of the US Marine Corps. By affixing this famous French LA, Breguet thus manages to avoid misinterpretation and “Frenchifies” the name, thus retaining the advantages of a brand of French or even Parisian origin. So, once the risk of misunderstanding is over, let’s get back to our maritime Marine…
WHEN MY SHIP COMES IN…
As mentioned earlier, the Breguet Marine takes us back to the history of the brand. The advantage of such a name is that it remains vast in scope. La Marine (the navy) encompasses numerous things, including ships, infrastructure and people. It may be commercial or military. This name is therefore perfect for a collection, even more so than for a model. However, above and beyond the fleet, Marine can become a much more prosaic name… In terms of watches, the evocation of the word Marine immediately refers us to Marine chronometers, essential instruments that enabled ships to set their course by determining longitude. But here once again, Marine enables the brand to position its collection in a different way. The Marine chronometer remains a complex instrument, which requires training and expertise to be totally useful. Between the robust and simple tool watch for divers, and the Marine chronometer of noble navigators, lies a (Silent) world of difference ! While the word Marine seemed so easily accessible, we realize that it is becoming a way of making the Breguet models more distant and less “straighforward”.
FEMININE ?
Of course, we could not finish this sea voyage without mentioning the popular female name, used since very ancient times. And here we are again with a “first” for a watch. There is no other example of a watch with a mainly masculine vocation that has a female first name as its surname. The choice also makes perfect sense in this respect as one need only look at the pieces in the current collection to admire their refined style. Breguet’s strategy is perfectly understandable, for how can one develop a sports collection within a brand so rooted in refinement, royalty and exclusivity. The choice of Marine enables this complex positioning. It is also a means of broadening the potential clientele and directing both women and men towards these models. So that completes our navigation tour aboard the Marine. Once again, this simple – yet pretty name – surprises and appeals. It contains a wealth of treasures and multiple interpretations. It takes different forms and may offer a smooth or rough journey, either carrying us safely to our expected destination or leaving us floundering. It perfectly sums up the Sea from which it originates and for which these Breguet timepieces were intended…
