Binda Group Puts $50 Million Breil Watch Biz Into Review

Incumbent Burnett, Italy, Plans to Defend

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NEW YORK (AdAge.com) -- Luxury watchmaker Binda Group has called a global creative review for its $50 million Breil watch account, according to executives familiar with the situation.
The account is said to include advertising duties for watch brands Wyler Vetta and Tribe in addition to Breil.
The account is said to include advertising duties for watch brands Wyler Vetta and Tribe in addition to Breil.

Undetermined agencies were invited to attend meetings at the company's headquarters in Milan, Italy, earlier this month. First-round pitches are slated to take place later this month.

Publicis Groupe's Leo Burnett, Italy, will defend the Breil account, according to the agency's spokeswoman.

Includes other brands
The account is said to include advertising duties for watch brands Wyler Vetta and Tribe, as well. WPP Group's United, London, handles the Tribe account, but the shop did not return inquiries about its status in the review.

Binda Group did not immediately respond to requests for comment.

Breil watches, originally launched in 1942, were relaunched in 1994 with a campaign featuring models Monica Bellucci and Carre Otis.

Jeremy Mullman contributed to this report.