Tribe

Tribe was born as Breil's response to a profound change in the way watches were sold and experienced. In 1993 the brand launched the advertising campaign "Toglietemi tutto ma non il mio Breil", designed to address an audience that had until then been marginal for the industry: young people, and in particular women, encouraged to buy a watch as a gift to themselves rather than as a gift received. It was in this context that a more accessible line with a more informal character took shape compared with the brand's main offering, able to renew itself quickly to capture the tastes of a young audience.

Over time the line structured itself as a true sub-brand, "Tribe by Breil", recognizable for compact steel cases, colorful dials and a lower price positioning compared with historic collections such as Manta. The name itself recalls the idea of belonging to a group, in line with the spirit of the advertising campaigns that had made Breil a cultural phenomenon well beyond watchmaking.

Today Tribe coexists with line extensions designed for specific audiences, such as the offering aimed at children and smartwatch versions, remaining the most direct point of access to the Breil world for anyone approaching the brand for the first time.