Georges Kern, CEO of Breitling, has taken an undisclosed private stake in the Swiss beauty brand Soeder, which specializes in natural, plant-based products.WHO: Soeder was founded in Zurich in 2013 by Hanna and Johan Olzon Akerstrom, to make skincare “kinder to both the body and the environment,” with a zealous commitment to using natural ingredients and age-old, environmentally conscious production methods. The formula for its hero product, a natural soap housed in refillable glass bottles, is inspired by 5,000-year-old Babylonian recipes. The product range includes solid and liquid soaps, as well as hand sanitizers, shampoos, conditioners, deodorants, lip balm, hand and face creams, and body and massage oils priced from $28 to $69. All of them are manufactured in the brand’s own factory in Schwerzenbach, near Zurich. Bottles are made from glass and locally recycled plastic, and the brand has more than 130 refill stations.WHY: The watch-world branding king is helping Soeder founders Johan and Hanna Olzon-Åkerström take their 11-year-old operation international.IN THEIR OWN WORDS: "By chance, through I don’t know how many different connections, I got to understand that they were looking to expand and that they would [need to] increase capital,” Georges Kern, CEO of Breitling, said to The Robb Report. “And then I met the founders, and I like them a lot. They have a very clear idea of what the brand should be. I think it has huge potential.”DETAILS:Georges Kern has made a private investment in Soeder and joined the board. The terms of the deal were not disclosed.