ady Premier reimagines the brand’s 1940s Premier Fantaisies models for today. Sculptural silhouettes, radiant hues, cascading diamonds, and ombré finishes come together in playful elegance. The collection captures the poise and unscripted spirit of the Lady Premier woman—honoring those who shaped the brand’s past and those defining its future.

Long before men gave up their pocket watches, women had already embraced the wristwatch—and their influence has been shaping Breitling ever since. In the 1940s, Willy Breitling introduced the Premier line, elevating the chronograph from a tool of precision to an expression of style, with refined materials, elegant detailing, and even one of the first chronographs designed specifically for women. Later, his stylish and charismatic wife Beatrice would become his muse and a defining force in the brand’s creative direction.

Breitling watches continued to grace confident, charismatic women through the decades—most famously Raquel Welch in the 1960s spy film Fathom. As Willy once said, “When a woman puts on her watch, her whole personality is magically transformed.”

That spirit lives on in the new Lady Premier collection. While it shares the dress-watch sensibility of the Premier line, Lady Premier introduces a new design language: fluid cases, ombré alligator straps, and dials that shimmer like silk. Even its name is a retro callback to Breitling’s women’s collections from the 1980s—think the Lady-J and Wings Lady.

“Lady Premier is a new take on the elegant watch that’s confident, feminine, and full of character, just like the woman who wears it,” says Georges Kern, CEO of Breitling.

The launch of Lady Premier rounds out Breitling’s women’s collection, ranging from sporty performance to this refined statement of elegance.

Inspired by the 1940s Premier Fantaisies models, its architecture nods to their avant-garde lugs and seamless case-to-bracelet flow. Pablo Widmer, Head of Product Design at Breitling explains: “Our signature style is modern retro. We started with an archival design that stirred emotion, and through updated curves, finishes, and tones, shaped it into something unmistakably up-to-date.”

The automatic 36 mm models in stainless steel feature rich dial colors and matching alligator-leather straps in gradient shades of Aubergine, Sage, and Dove Grey. An 18k gold version is paired with a gradient Chocolate strap. The watch houses the COSC-certified Breitling Caliber 10, an automatic movement with approximately 42 hours of power reserve.

Crafted from stainless steel, the 32 mm models feature dials in mother-of-pearl, Ink Blue, and Midnight Black. They’re fitted with a new tapered seven-row Chevron bracelet—its V-shaped pattern puts a feminine twist on the more linear men’s Premier bracelet. Inside, Breitling’s COSC-certified Caliber 77 SuperQuartz™ movement ensures flawless precision.

Diamonds cascade from lug to bezel in organic curves. On the dial, two finishing styles—satin-soleil at the center and on the rehaut, and circular brushing around the indexes—create a luminous, ever-shifting surface. Minimalist numerals, lozenge hands, and a sculptural crown complete a look that wears like jewelry.

As part of Breitling’s “mission to do better,” precious materials are considered with integrity. The collection is crafted with responsibly sourced gold and traceable lab-grown diamonds.

With Lady Premier on the wrist, confidence comes naturally. This campaign celebrates the woman who wears it—effortless, charming, and unapologetically herself. Whether she’s out with friends, chasing a big idea, or taking on the city, she brings ease, elegance, and a touch of fun to everything she does.

Starring models Meghan Roche and Shahed Elnakhlawy, and surfer Mason Barnes, the campaign captures the Lady Premier woman in all her spontaneity and style.