Luxury retailers and global tech companies have risen to greater heights, riding on his wings.
Now, Breitling − a brand with a proud history in aviation and space travel − is soaring higher with Alvin Soon as its regional lead.
Having clocked up 10 successful years as the brand’s president for Asia, Soon knows exactly what ticks in the world of horology.
At the recent launch of the Breitling boutique at The Gardens mall in Kuala Lumpur, he interacted effortlessly with guests, code-switching from corporate speak to self-deprecating humour without skipping a beat.
The boutique is the Swiss watchmaker’s fourth and newest retail platform in Malaysia where Breitling made its retail debut in the 1990s, in affiliation with established timepiece retailer The Hour Glass.
“Twenty years ago, there was no Breitling boutique in Malaysia. Instead, we worked with partners,” recalls Soon, 48, who started in Breitling in 2015 as group general manager.
At the time, the young changemaker had already carved growth strategies for luxe brands like LVMH and tech giants such as Lenovo.
His industry insights led him to see a link between Malaysia’s rich history and the pioneering aviation technology feats of Breitling, which was founded in 1884.
He recollects his first day as Breitling’s president for Asia: “My vision was to build the brand’s boutiques in KL’s main malls.
“Today, we have boutiques in The Gardens, Suria KLCC, Pavilion Kuala Lumpur and The Exchange TRX.
“Malaysia, which holds so much heritage, is one of Breitling’s key partners in Asia.”
Two years into his role, Soon got to flex his adaptability skill, honed from his years of strengthening Asia’s emerging markets for premier brands.
He recounts how Breitling transitioned from being one of Europe’s last few family-owned reputable watchmakers as it was bought over by major global private equity firm CVC Capital Partners (which was managing about RM940bil in assets, as of 2025).
At that time, Breitling had been among Swiss horologists facing challenges in attracting the millennial market that had begun to swing towards smartwatches or mobile devices for time-keeping.
To Soon, the resulting capital as well as creative boost meant that Breitling would be able to increase its market presence in Malaysia as well as regionally.
“As the new generation is online, we’ve used different retail strategies.
“For example, Breitling was one of the first few watch brands with blockchain technology (that enables wearers to monitor cryptocurrency trading activity).
“With Generation Alpha in mind, we are the only Swiss luxury watch brand that uses fully-sustainable product packaging.
“Our boutiques are also themed as bars where visitors can have a drink while looking at watches,” he shares, adding that Breitling is also known for its convivial publicity events.
Some of these events, which signalled Breitling’s 2018 rebranding by its chief executive officer Georges Kern, became memorable career moments for Soon.
He talks of how Breitling managed to fly in US actor Brad Pitt to the Phoenix Centre, Beijing, for the Breitling Gala to create maximum media attention when the horology brand was being introduced to the China consumer market.
“That, plus our focus on our online presence, paid off because during the Covid-19 pandemic lockdown, we were e-commerce-ready, even if we once had zero stores in China.
“This strategy really inspired me to improve my game,” he says, pointing out that Breitling is now worth US$5.46bil, up from US$1.04mil eight years ago.
“It used to rank 17th among global watchmakers, and today it stands among the top 10 watchmakers,” he adds.
Part of this success story must surely come from Soon’s background as a Singaporean graduate in business administration, bolstered by his interest in mechatronics engineering.
He agrees that this has helped him identify problems and map out solutions, be it in his career or personal life.
“In engineering, we simplify and make rational decisions, and these skills can be applied to marketing and business systems.
“Engineering focuses one’s thoughts on the process of achieving an outcome, and the funnelling of options to the best three that enable you to act within a set budget,” he says.
However, he has since learnt that different approaches towards problem-solving are needed in luxury versus tech retail.
“Retail is a people business, and luxe retail is driven by human behaviour.
“To have a good idea of the customer journey, you need to be able to read people and understand their wants more than their needs.
“In tech, you need to first know the customer’s needs which are data-based.
“This is key in efficient decision-making because your decisions will go on to impact vast numbers of people,” he explains.
On the home front, Soon − who is father to a primary school-aged daughter − shares that his problem-solving skills seem limited to fixing his printer or chair, and somehow stops ticking after a few days: “I don’t know how working mothers do it.
“I’ve tried and I can’t do it for more than a few days!
“My wife manages it effortlessly.”
Soon regards his wife of 19 years, who is a brand consultant and certified trainer, as his family role model.
“I have never seen someone as hardworking as she is,” he says effusively.
It is with this personal admiration for working mothers that leads Soon to champion one of Breitling’s missions in Asia: to woo back women clientele.
This is part of the brand’s worldwide growth strategy that began with the re-introduction of women’s collections from 2018 onwards.
“Breitling had women’s watches in the 1930s, but then stopped making them,” he says, referring to the ladies’ timepiece that could be pinned to nurses’ uniforms, especially during World War II.
“Then, in 2018, we introduced the Women’s Navitimer.
“In 2025, we designed the Premier Ladies Collection featuring watches with dials of 32mm and 36mm, with independent women in mind.
“To engage women, our campaign across South-East Asia, for instance, introduced three women: a mum, an entrepreneur and a professional,” Soon says, stressing that Breitling continues to present itself as an alternative luxury brand.
“I have always joked that, even in a football stadium with mostly male audiences, 60% of the decision-making would have come from women – the mums and partners who men ask before buying that ticket to the game!
“So, 100% of the market are women.
“So why aren’t we taking advantage of this?” he asks, bursting out into laughter once again.
How does he feel about his achievements in Breitling so far?
“Well, everybody used to know us only as ‘a pilot’s watch’.
“Now we are viewed as a cool, alternative brand.”
Soon is excited with what the rest of the year holds in store for him, career-wise and on a personal level.
“Breitling bought two brands, Universal Genève in 2023 and Gallet last year.
“Our strategy is to be a house of brands, in the maison style, and this will be launched this month.
“There will also be the launch of our Chronomat and Formula One partnership with the Aston Martin Aramco Formula One Team,” he reveals.
While race car driving is a personal interest, Soon, who has trained with BMW and Audi in advanced driving, is prioritising upskilling in Artificial Intelligence (AI) this year.
“I hope I will be able to enrich my AI skills to improve my efficiency in human resources and finance management,” he adds.
