Bell & Ross Celebrates 20 Years of the BR-01 with Carlos Rosillo

This 12 months represents an necessary anniversary for fairly just a few manufacturers. Nevertheless, the place most are celebrating a milestone 12 months for the reason that founding, Bell & Ross, however, is celebrating the momentous birthday of a brand new assortment. This 12 months marks the twentieth 12 months for the reason that very first BR-01, however the model would possibly as nicely be celebrating the twentieth birthday of Bell & Ross itself as a result of it was the BR-01 that arguably set the DNA for the model transferring ahead. This iconic circle inside a sq. design, impressed by the cockpit gauges of an plane, is the legendary impetus that set Bell & Ross on the trail to the success it enjoys in the present day.

I bear in mind when Bell & Ross celebrated the tenth anniversary of the BR-01 and unveiled a few particular editions for that assortment, impressed little doubt by the unique timepiece. This 12 months, 10 years since that celebration, the enduring design stays, however there is no such thing as a particular BR-01 in sight. As a substitute, what’s being celebrated are the watches that have been impressed by the BR-01.

The evolution of this genesis assortment, so to talk. At Watches & Wonders Geneva earlier this 12 months, we noticed the BR-03, which is a smaller model of the BR-01 provide a brand new skeletonised motion, customized made in collaboration with Sellita after which the BR-05, which takes the bottom design of the BR-01 and launched extra sophistication for the extra urbane watch fanatics, was additionally served in a smaller, thinner case.

To higher perceive the place Bell & Ross stands in the present day, and what plans is likely to be for the following decade, we managed to snag one of many co-founders of the model, Carlos Rosillo, whereas in Geneva, to take a seat down and have a fast chat with us.

To begin with, congratulations on the twentieth anniversary of the BR-01. I bear in mind fondly the tenth anniversary of the gathering, and right here we’re, a decade later, and you might be celebrating, but once more, the gathering that arguably outlined the Bell & Ross signature. Possibly we will begin by going again to 1992 when the model was based, earlier than the BR-01 and the way it has developed since?

Once we began Bell & Ross, we have been already impressed by aviation. And on the time, we weren’t the one model impressed by aviation. However then abruptly, we bought into the cockpit and found the soul of an plane. That soul is its dashboard, and all of the devices that fill that house. We noticed the clock, and it was a spherical clock in a sq. case, with 4 screws on the perimeters.

We have been instantly impressed by this design, and with this, we not solely discovered a deeper reference to aviation but additionally, within the course of, developed an icon. That is the identification that got here with the BR-01, and it’s the Bell & Ross signature that you just establish in the present day – the spherical in a sq. with 4 screws. Whether or not we make the design extra skilled just like the BR-03 or extra city just like the BR-05, you continue to recognise the form of a Bell & Ross even with out the brand.

From there, since we now have established a well-defined design language, we will begin climbing the steps of sophistication or technicity. Throughout the BR-03, this 12 months we’re introducing skeletonised manufacture actions, for instance. Or we will additionally introduce sophistication with supplies like solid carbon, titanium, or absolutely luminescent ones, like with our current LM3D.

When the BR-01 was launched, it was unapologetically utilitarian. Would you say Bell & Ross as a model has developed over time, and in the present day you goal a special sort of clientele?

Sure, however we additionally keep the equipping of execs, like with our previous collaborations with the Rafale and Patrouille de France. We’re additionally capable of join with the extra city customers, the blokes who admire the purposeful design however reside within the metropolis. We need to encourage our customers with a heroic psychological picture, no matter whether or not you might be extra city or skilled.

True, however with this 12 months’s new BR-05 in a 36mm case, it’s essential to have additionally expanded the target market for Bell & Ross?

The unique BR-05 was 40mm, 41mm for the model with the GMT and 42mm for the model with the chronograph (Rosillo proceeds to ask me to place one of many 36mm watches on my wrist). Now, we now have a 36mm with an built-in bracelet. How do we all know it’s the proper measurement, complementary to the 40mm? By instinct, as a result of Bruno (Belamich, the opposite co-founder of the model) has an immense sense of creativity, which is big. And for those who take a look at different manufacturers within the section, there’s all the time a smaller measurement.

36mm is a common measurement. Moreover, we listened to our purchasers, and what we discovered was that a whole lot of girls beloved what we have been doing with the BR-05, however the 40mm nonetheless wore a bit of massive and daring. So, with the 36mm model, we solved the issue.

The BR-S was additionally created with the identical philosophy, if I’m not flawed. So now with the smaller BR-05, will the BR-S additionally make a reappearance?

No. We’ve got no new plans for that assortment in the meanwhile.

Since we’re talking on the matter of case measurement, this 12 months is the twentieth anniversary of the BR-01, however there aren’t any new or limited-edition BR-01 watches launched. Is that this as a result of the 46mm measurement of the BR-01 is simply too massive for contemporary tastes, and the BR-03’s 41 mm specification is extra appropriate for the up to date market?

A 46mm case is a bit of daring, sure. However I feel greater than measurement, having a signature icon is extra necessary as a result of it’s a constant platform on which we will construct all our collections. After establishing one thing like this you may have the case measurement and materials change, you may change the colors of the watch; you may change the sophistication when it comes to the mechanical facet, however what stays the identical is the enduring form and while you see it you may instantly acknowledge it as a Bell & Ross.

With the launch of the BR-X5, you may have added a degree of sophistication by giving the gathering a alternative of manufacture actions by working with Kenissi. When making the skeletonised motion for the not too long ago launched BR-03, was there ever a consideration to work with Kenissi slightly than modifying a Sellita motion, which was the route that Bell & Ross in the end selected?

Sure, we explored that possibility, however with Sellita we managed to realize a thinner motion, which is extra necessary for the general design of the BR-03 skeleton, so we selected to go along with Sellita as a substitute. They usually absolutely customised this motion solely for us.

No, I discover it very pure as a result of there are some folks on the market who solely need the perfect. To pay for all of the choices. You’ll be able to see it’s not the identical degree of sophistication. It’s just like the automotive business, when you may see the degrees of sophistication, there shall be prospects who say I’m going to pay the premium for the sophistication.

Anniversaries are all the time an ideal catalyst for one to look again and take inventory of what has been achieved over time. With that being stated, I bear in mind a time when Bell & Ross made nice spherical watches as nicely, with the BR-V1 or BR-V2 assortment. Any plans to carry again these collections?

We’ve got made many spherical watches over time, however it’s not distinctive sufficient. They’re very stunning; I really like the classic look of these watches. However go searching us, at this honest, what number of spherical watches are there? There are such a lot of. With these, however you see this form and also you instantly recognise it as a Bell & Ross.

With one other 10 years carried out and dusted, what’s the plan for the following decade?

We’ll proceed our position. Proceed being devoted to who we’re. Be extra worldwide, extra profitable and make the following technology take pleasure in Bell & Ross. We’re completely happy that a whole lot of younger folks admire that we now have a way of modernity whereas having the ability to hold the custom. The younger folks admire us as a result of we’re artistic. Very artistic.

Inside Watches & Wonders, we actually see the impact that Method 1 is having on the business this 12 months. There was a time when Bell & Ross additionally had a chunk of this pie. Any plans to return?

We promote watches, not vehicles. And now there’s a whole lot of competitors with different manufacturers which have some huge cash. We had our run with Method 1. However now, I don’t see a whole lot of manufacturers related to planes, and the Rafale is the perfect aircraft. Whenever you see a Rafale transferring, that is very spectacular. And all of the engineering from Method 1 comes from aviation, as a result of it’s all aerodynamics. Even materials engineering is said to aviation.

In order that’s the place the main focus for Bell & Ross is?

Since day one.

This story was first seen as a part of the WOW #79 Summer time 2025 Situation

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