Breitling Rewind: Repair as a Heritage Business Model

Can the value of a product increase over time instead of declining? In this episode, Aurelia Figueroa, Chief Sustainability Officer, and Gianfranco Gentile, Global Head of Heritage at Breitling, discuss how heritage, repair, and brand identity interact to create a circular model where product value appreciates over decades. The episode is co-hosted by Karel J. Golta, Executive Director at Indeed Innovation. What you'll hear in this episode: -How Breitling's Rewind program sources, restores, certifies, and resells vintage watches, and why the company treats it as a cultural mechanism that reinforces demand for current production -How Breitling frames circularity as a driver of value creation -How valuing heritage and product longevity can become business assets This is the fifth episode in the series Irresistible Circular Business, sponsored by [Indeed Innovation](https://www.indeed-innovation.com/), the global design and innovation firm pioneering the circular economy. The series showcases business practices that deliver irresistible commercial and circular results, with examples from different industries across different R-strategies.