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1.
n. 1) A brand of Swiss watches from the Canton of Jura, renowned for it's excellent build quality and hefty price tag.

n. 2) A term used to ridicule a person who steathily exhibits their wealth through possesions to avoid looking like an ASW. Also used to define the most unnecessary and expensive objects in their class. The term is particularly prevelent when bragging about items that serve a simple purpose, which could have easily been achieved by a much cheaper alternative, producing similar results.

Andrew: “Check out my new £480 Saeco Via Venezia Coffee Machine. It uses the latest Saeco brewgroup that enables a whole 9g portion for a fuller and richer espresso coffee.”

Stuart: That's a bit Breitling isn't it?
by Stoinixy January 14, 2009