Breitling's Big Moves, SNL50 & White Lotus Watches, and What is a "Cool Guy" Watch?
3.31 - Following a big week for watches in pop culture
As Watches and Wonders kicks off in Geneva on Tuesday, all eyes are on Rolex. Several leaked models have stirred up speculation, including a potential new “Land-Dweller” line that could be officially announced. Last year, Rolex surprised us with a new bracelet for the Sky-Dweller, the stunning platinum and ice blue Perpetual 1908, and fresh takes on the Day-Date. While Rolex is famously unpredictable, we’re hoping for something playful again this year, maybe another curveball like the celebration dial.
Outside the Rolex spotlight, Breitling has been making waves. The brand just announced Austin Butler as its newest ambassador, alongside the release of the beautifully executed Top Time B31. It’s my favorite Breitling since the Pistachio Dial B09 Premiere Chronograph, and it’s got us rethinking what defines a “cool guy watch.”
In recent years, actors like Jacob Elordi and Timothée Chalamet helped bring non-watch fans into the Cartier world. The “cool guy” aesthetic leaned toward slim, gold pieces with vintage flair, very much in line with the quiet luxury trend, which led to a noticeable uptick in Cartier Tank Solo sales, Cartier’s most accessible model.
But Breitling, with its deep roots in aviation and American motorsport, might be signaling a shift. This new partnership suggests the pendulum could be swinging back toward sportier, more functional pieces like chronographs. Jacob Elordi has already started to plant the seed with his known love of the Tag Heuer Monaco.
In more Breitling news, the brand revealed it will be bringing Gallet under its umbrella in 2026. It’s a move that echoes the much-anticipated Universal Genève revival slated for the same year. Between these announcements, there’s a clear appetite for vintage-inspired design as the market looks for its next wave of inspiration.
And finally, everyone's favorite collector, John Mayer, made an appearance on Hodinkee with Ben Clymer to talk about the 7138 Perpetual Calendar. As always, the way John speaks about watches reminds us why we love this hobby so much, his passion is contagious.
Tick Talk
Breitling just dropped the new Top Time B31 and added Austin Butler to its ambassador lineup, and it’s a killer combo. The watch itself is near-perfect: a clean design, great proportions, and real competition for the Datejust or those highly sought-after 38mm Grand Seikos. At $5,600, it delivers serious value.
Source: A Timely Perspective In industry news, Marc Michel-Amadry, formerly of IWC, has been announced as the new Managing Director of Girard-Perregaux. I recently got to try on the 38mm Laureato in Copper, and honestly, it’s one of my favorite integrated steel sport watches out there. At $14,900 and no waitlist, it’s a sleeper hit.
Source: Monochrome Anoma just released the A1 Slate, and I’m fully obsessed. Everything they do is so thoughtfully executed,from the design language to the quality to the team behind it. They’re building something special.
Source: Hodinkee GQ published a feature on the watches of White Lotus, and the curation is spot-on. Every piece feels intentional and true to character. Apparently, Duke has been angry at The White Lotus for Tim’s Duke tee. I’m sure Hublot has a few words for Saxon too.
Over at SNL, cast members celebrating SNL50 were gifted custom Shinola watches, plus a ton of other exclusive gear, like Aimé Leon Dore x Yankees x SNL50 jackets and hats.
Source: GQ And finally, Action Bronson just teased a G-Shock collab on his Instagram story following the success of his New Balance line. G-Shock collaborations have been a big hit to draw over sneakerheads and we expect this one to be a big hit.
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