“Sicura by Breitling” a myth and a fairytale

lets start with a little bombshell and get this settled once and for all

There is no , and never has been a, ‘Sicura by Breitling’ watch, thats right , its a fabrication to sell vintage Sicura watches on eBay !

So here’s the deal

When Mr Breitling was losing his health and was losing the ‘war against the quartz watches’ , Mr Breitling liquidated the business at the end of the 1970ies . He paid off his debtors , sold the inventory , machinery, manufacturing lines , spare parts etc .

Also for sale were several trademarks like ‘Chronomat’ , ‘Navitimer’ , and all the others. Rumour has it he did not want to sell the ‘Breitling’ brandname while he was alive.

So the spares , trademarks and machinery were sold and one of the buyers was Mr E Schneider , CEO and Owner of the Sicura watch brand. A brand that made and sold cheap mechanical and quartz watches. Mr Schneider bought all the trademarks as he felt they were valuable and he passed on all the hardware and inventory as he already had machinery in his Sicura factory

After Mr Breitling passed away Mr Schneider had the opportunity to buy the Breitling brandname from the family , which he did and after (I assume) careful consideration Mr Schneider came to the conclusion that the Breitling brandname was more valuable and more recognized than the Sicura brand he decided to phase out the Sicura brand and focus solely on Breitling and only produce Breitling watches on the Sicura manufacturing lines

During this phase out period there were a few Sicura quartz watches that were also co-Branded Breitling

Once the Sicura name was completely phased out only the Breitling name and models remained and by 1982 we see the first ‘new’ Breitling models coming from the former Sicura lines.

Thats it folks .. the Breitling by Sicura story