Bell & Ross is marking a major milestone in 2025 with the launch of its “20 Years of Boldness” campaign, celebrating two decades since the debut of its flagship BR-01 model.
Introduced in 2005, the BR-01 revolutionised the watch industry with a square case inspired by aviation cockpit instruments. The 46mm timepiece, featuring four visible screws and a clear, functional dial, established Bell & Ross as a distinct force in professional-grade watchmaking.
Just a year later, the brand responded to market demand with the BR-03, a more compact 42mm version that retained the core aesthetic of the BR-01 while offering improved wearability. The BR-03 has since undergone various iterations, including an updated 41mm case in 2023, subtly refining its form to meet contemporary preferences without compromising its original identity.
Over the past two decades, Bell & Ross has continually expanded the BR range with bold, experimental designs and technical innovations. In 2009, it introduced the BR-01 Skull, bringing the skull motif to haute horlogerie. This evolved into the futuristic Cyber Skull in 2020. Other highlights include the BR-03 Phantom (2007), BR 03-92 Heritage (2009), and the Flight Instruments collection launched in 2010, which translated cockpit indicators into wristwatches.
The brand has also demonstrated its technical prowess through models like the BR-X1 Chrono Tourbillon (2015) and BR-X2 Tourbillon (2017). The use of advanced materials such as ceramic, bronze and carbon fibre, as well as enduring features like Super-Luminova®, have reinforced the brand’s reputation for combining durability with legibility.
Bell & Ross’s reach has extended beyond aviation, embracing land and sea with the BR-03 94 AeroGT (2016), inspired by a concept car, and the BR-03 92 Diver (2017), a square-case diving watch that challenged conventional design norms. Collaborations with military and elite units, including RAID, have further underscored the professional focus of the brand.
In 2025, the launch of the BR-03 Skeleton completes the BR-03 range with three new models: Black Ceramic, Grey Steel, and Lum Ceramic. Each features a skeleton movement developed exclusively for Bell & Ross, showcasing both transparency and precision.
