Sorry Isaac

Over 225 years, the Tourbillon, invented by Abraham-Louis Breguet, has become one of the most iconic complications in fine watchmaking, adopted and reinterpreted by many industry leaders. But as its success grew, its origin became increasingly forgotten.

For its 225th anniversary, Breguet set out to reclaim the story of the Tourbillon and reaffirm its place as the Maison that invented it among high-watchmaking lovers, while demonstrating that its pioneering spirit remains alive today.

At the heart of the campaign is a historical fact: in 1801, Breguet found a way to counteract the effects of gravity on a watch, outsmarting Isaac Newton’s law of gravity.

To tell this story, we turned a technical achievement into a duel between two geniuses.

On one side, Isaac Newton, who defined the laws of gravity. On the other, Breguet, the watchmaker who found a way to challenge them.

This unlikely rivalry became the narrative engine of the campaign, bringing together science, history and watchmaking around a simple idea, reaching more than 8.3M views.

SORRY ISAAC.

This playful apology to Newton became a reminder of the pioneering spirit that defined Breguet 225 years ago and continues to define the Maison today.