Watch companies are pretty happy to jump on board as sponsors of all number of sporting teams, including Formula 1, boxing or tennis, for the obvious reasons that they have massive viewerships and highly engaged fans. One sport that definitely isn’t structured as a spectator-friendly sport is triathlon, begging the question as to why the Breitling Triathlon Squad exists. In the couple of years since current CEO Georges Kern took the helm of the company, Breitling has been gathering “squads” of notable people in trios of ambassadors. You might have heard of #squadonamission if you’ve ever visited the Breitling website, relating to their respective Jet, Surfer, Explorer, and Cinema squads, but there is no mention of a triathlon squad, at least on the site. That isn’t to say the Breitling Triathlon Squad doesn’t exist, or that Breitling doesn’t have a partnership with Ironman, the company that organises triathlon events around the world – after all, they just released a limited edition Superocean 44mm. The idea behind these squads is to keep the aviation heritage of Breitling at the front of mind through building highly visible teams connected through a united mission objective, just as a squad would in an airforce. While…
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