Binda would continue to create watches under the Breil name following fashion and style but in the late 70’s Breil began a foray into the sports world with the creation of a range of watches called Manta. The Manta range was to cater for the newly emerging consumer that required sports application watches that were stylish and easily usable. This Manta range would carry the Breil name forward into the 90’s.
The high profile Breil that we all know and love came about with a re-launch of the Breil brand by Binda in 1993, the re-launch would for the first time use sex to sell Breil with the slogan “you can take everything, but not my Breil”. This slogan would be used to advertise Breil right up until 2002 when Breil would change its advertising campaign to “Don’t touch my Breil”. Breil would add a jewellery range so aptly named Breil Jewels in the same year; this range would complement the Breil watch range with large oversized jewellery at the heart of the Breil Jewels range.
Breil are now an exceptionally strong force in the Italian watch and Jewellery manufacturing industry securing a unique market position both within Italy and internationally as the leading supplier of fashion conscious designer watches and jewellery.
The first Breil watch was created in its native Italy in 1937 by the Italian watch company Binda who were founded by Innocente Binda in 1906 when Innocente Binda opened a watch making store on Lake Maggoire. This first Breil although very unlike the Breil created now by Bindagroup was a revolution in its time, unlike all of the competitors this first Breil was tailored to suit the fashion of the time and this would be the start of an illustrious relationship between Breil and the fashion world.
