Swiss luxury watch manufacturer Breitling has begun distributing digital advertising exclusively for Japan. The advertising focuses on the rare gold models from Breitling's extensive collection. To achieve this, the company enlisted the help of renowned calligrapher and contemporary artist Soun Takeda, who created a visual of the gold model shining alongside his original "light." This visual will be available until the end of 2023.
Super Chronomat B01 44 (Ref. RB0136E31Q1R1) 5,577,000 yen (tax included), with powerful "light."
Courtesy of BREITLING
As an up-and-coming calligrapher, Soun Takeda has been attracting attention for his creative endeavors. In addition to creating title characters for films and TV dramas, including the NHK historical drama "Tenchijin," as well as product logos, he has also been actively engaged in creative endeavors as a contemporary artist in recent years. His original calligraphy lectures have garnered attention, and he has increasingly appeared on various media outlets, including Nippon Television's "The World's Most Wanted Lesson."
Meanwhile, Breitling is a prestigious brand in the Swiss watch industry, known for its chronographs. In recent years, its sustainable products and elegant, approachable luxury style have fueled dreams for a casual, fun, and meaningful life. Its appeal is diverse, combining functionality and playfulness, with a wide range of products and activities that are casual yet socially relevant. Breitling's gold models, in particular, are currently attracting a great deal of attention. Breitling has announced its intention to transition to Better Gold (small-scale mined gold) responsibly sourced from certified suppliers by 2025 for all of its products. By establishing a system that enables tracking of where the gold used in its watches was mined and finished in Switzerland, and demonstrating to consumers that precious metals are free from conflict and human rights violations, the company is providing a socially responsible purchasing experience.
Super Chronomat Automatic 38 Origin (Ref. R17356531G1S1) 2,689,500 yen (tax included), with elegant "light."
Courtesy of BREITLING
This collaboration between Takeda Soun and Breitling makes Breitling's gold models shine even more through Takeda's "light." What's more, the "light" calligraphy comes in two different styles: a powerful one and a more elegant one. The former is used on models with larger case sizes, while the latter is used on smaller models that are easier for women with slimmer wrists to wear.
Both Breitling products and Takeda Soun's calligraphy represent originality, quality, and timeless value that will be passed down to the future.
Left: Navitimer B01 Chronograph 43 (Ref. RB0138211B1R1) 4,922,500 yen including tax
Right: Chronomat 32 (Ref. R77310101A1R1) 2,755,500 yen including tax
Courtesy of BREITLING
■About Better Gold
The Super Chronomat Origin uses gold sourced from a single, small-scale miner that meets the conditions set by the Swiss Better Gold Association. The Association works to improve working, living, and environmental conditions for artisanal and small-scale (ASM) gold mining communities and promote responsible supply chains for the Swiss market. Breitling aims to trace all gold to specific ASM mining sites by 2025. For every gram of gold purchased, Breitling also contributes to supporting local community development projects. Communities benefit from infrastructure investments, fair wages, healthy working conditions, biodiversity protection, and land restoration at the end of mining activities.
https://youtu.be/Cw1t3g-2rTY
■About Takeda Souun
Born in Kumamoto in 1975. After graduating from Tokyo University of Science, he joined NTT. Approximately three years later, he became an independent calligrapher. He has created numerous title characters, including those for the NHK Taiga drama "Tenchijin" and the World Heritage Site "Hiraizumi." He has also received numerous offers for lectures and media appearances. In addition to the best-selling "Textbook of Positivity," he has written over 60 books. In 2013, he was appointed a cultural ambassador by the Agency for Cultural Affairs, where he held calligraphy workshops in Vietnam and Indonesia, and in 2017 gave a lecture at the University of Warsaw. He has been active around the world. In recent years, he has begun his creative career as a contemporary artist, holding his first solo exhibition in the United States in California in 2015. He exhibited at Art Zurich in 2019 and Volta Basel from 2021 to 2023. He has held successful solo exhibitions at Mitsukoshi Isetan Group stores, including Nihonbashi Mitsukoshi Main Store and Isetan Shinjuku Main Store, as well as Daimaru Matsuzakaya Group stores such as GINZA SIX.
■About Breitling
Since 1884, Breitling has established an international reputation for high-precision timepieces, its pioneering role in the development of the wristwatch chronograph, and its uncompromising commitment to design excellence. With a long-standing relationship with aviation, Breitling has shared in the finest moments as mankind has navigated the skies. Renowned for its spirit of innovation, Breitling has also earned a special place in the fields of science, sport, and technology. Breitling manufactures its movements in-house, and the quality of each watch (like all Breitling watch movements) is guaranteed by its status as a "Swiss Made, COSC-certified chronometer."
Super Chronomat B01 44 (Ref. RB0136E31Q1R1) 5,577,000 yen (tax included), with powerful "light." Courtesy of BREITLING
As an up-and-coming calligrapher, Soun Takeda has been attracting attention for his creative endeavors. In addition to creating title characters for films and TV dramas, including the NHK historical drama "Tenchijin," as well as product logos, he has also been actively engaged in creative endeavors as a contemporary artist in recent years. His original calligraphy lectures have garnered attention, and he has increasingly appeared on various media outlets, including Nippon Television's "The World's Most Wanted Lesson."
Meanwhile, Breitling is a prestigious brand in the Swiss watch industry, known for its chronographs. In recent years, its sustainable products and elegant, approachable luxury style have fueled dreams for a casual, fun, and meaningful life. Its appeal is diverse, combining functionality and playfulness, with a wide range of products and activities that are casual yet socially relevant. Breitling's gold models, in particular, are currently attracting a great deal of attention. Breitling has announced its intention to transition to Better Gold (small-scale mined gold) responsibly sourced from certified suppliers by 2025 for all of its products. By establishing a system that enables tracking of where the gold used in its watches was mined and finished in Switzerland, and demonstrating to consumers that precious metals are free from conflict and human rights violations, the company is providing a socially responsible purchasing experience.
Super Chronomat Automatic 38 Origin (Ref. R17356531G1S1) 2,689,500 yen (tax included), with elegant "light." Courtesy of BREITLING
This collaboration between Takeda Soun and Breitling makes Breitling's gold models shine even more through Takeda's "light." What's more, the "light" calligraphy comes in two different styles: a powerful one and a more elegant one. The former is used on models with larger case sizes, while the latter is used on smaller models that are easier for women with slimmer wrists to wear.
Both Breitling products and Takeda Soun's calligraphy represent originality, quality, and timeless value that will be passed down to the future.
Left: Navitimer B01 Chronograph 43 (Ref. RB0138211B1R1) 4,922,500 yen including tax
Right: Chronomat 32 (Ref. R77310101A1R1) 2,755,500 yen including tax
Courtesy of BREITLING
■About Better Gold
The Super Chronomat Origin uses gold sourced from a single, small-scale miner that meets the conditions set by the Swiss Better Gold Association. The Association works to improve working, living, and environmental conditions for artisanal and small-scale (ASM) gold mining communities and promote responsible supply chains for the Swiss market. Breitling aims to trace all gold to specific ASM mining sites by 2025. For every gram of gold purchased, Breitling also contributes to supporting local community development projects. Communities benefit from infrastructure investments, fair wages, healthy working conditions, biodiversity protection, and land restoration at the end of mining activities.
Gold Mining: Touchstone Mine (Colombia, Swiss Better Gold Association Certified Mine)
Gold Export: Grupo Altea (Colombia, Swiss Better Gold Initiative Partner)
Manufacturing Partners: MKS PAMP (Switzerland) and Argor Heraeus (Switzerland)
For more information about the Swiss Better Gold Association, please visit their website.
swissbettergoldassociation.ch
Gold Export: Grupo Altea (Colombia, Swiss Better Gold Initiative Partner)
Manufacturing Partners: MKS PAMP (Switzerland) and Argor Heraeus (Switzerland)
For more information about the Swiss Better Gold Association, please visit their website.
swissbettergoldassociation.ch
https://youtu.be/Cw1t3g-2rTY
■About Takeda Souun
Born in Kumamoto in 1975. After graduating from Tokyo University of Science, he joined NTT. Approximately three years later, he became an independent calligrapher. He has created numerous title characters, including those for the NHK Taiga drama "Tenchijin" and the World Heritage Site "Hiraizumi." He has also received numerous offers for lectures and media appearances. In addition to the best-selling "Textbook of Positivity," he has written over 60 books. In 2013, he was appointed a cultural ambassador by the Agency for Cultural Affairs, where he held calligraphy workshops in Vietnam and Indonesia, and in 2017 gave a lecture at the University of Warsaw. He has been active around the world. In recent years, he has begun his creative career as a contemporary artist, holding his first solo exhibition in the United States in California in 2015. He exhibited at Art Zurich in 2019 and Volta Basel from 2021 to 2023. He has held successful solo exhibitions at Mitsukoshi Isetan Group stores, including Nihonbashi Mitsukoshi Main Store and Isetan Shinjuku Main Store, as well as Daimaru Matsuzakaya Group stores such as GINZA SIX.
■About Breitling
Since 1884, Breitling has established an international reputation for high-precision timepieces, its pioneering role in the development of the wristwatch chronograph, and its uncompromising commitment to design excellence. With a long-standing relationship with aviation, Breitling has shared in the finest moments as mankind has navigated the skies. Renowned for its spirit of innovation, Breitling has also earned a special place in the fields of science, sport, and technology. Breitling manufactures its movements in-house, and the quality of each watch (like all Breitling watch movements) is guaranteed by its status as a "Swiss Made, COSC-certified chronometer."
