Since arriving to the watch market in 1992, Bell & Ross has successfully carved out a niche in the industry. Its bold, instantly recognisable designs ensure it stands out from competitors and its 360 concept as a cool, out-of-the-box brand means it doesn’t go unnoticed. Founded as a university project between Bruno Belamich (Bell) and Carlos A. Rosillo (Ross), the brand has never followed the crowd, and its founders are proud of that.
Today’ Bell & Ross’s presence is felt around the world in all the key markets from Europe to Asia to the Middle East. The brand has garnered a loyal following from watch collectors and clients, many of whom are return buyers. The line-up of novelties clearly captures the brand’s DNA, taking inspiration from instruments found in aircraft cockpits. The company’s square-cased BR models have become its most well-known design and are reinvented each year, using new materials and new methods of construction. A few weeks ago at Dubai Watch Week, Bell & Ross presented the new BR-X5 GREEN LUM, a luminescent version of the brand’s BR-X5 watch. It features an exclusively developed photoluminescent material to create an eye-catching appeal. Ahead of the launch, we met with Co-Founder Carlos A. Rosillo to find out more.
Tell us about Bell & Ross’ participation in Dubai Watch Week this year.
First of all, today, there are very few opportunities to connect with journalists, watch collectors, trade, and the general public in one place. That makes this fair very interesting because it involves the entire community. I think this creates a genuine appetite that is very different from other events. I attend many fairs worldwide, and I believe this is the best we have right now. It also allows the industry to experience the flair and flavour of Dubai, which is very special. It creates a genuine experience that’s not just ‘show business’. It’s about the beauty and passion for watchmaking and sharing that with others who share the same passion. I think it’s important to keep that tradition. Craftsmanship is one thing; transmitting knowledge through retailers and media is another, and directly interacting with clients is another. This is quite important because, in the end, what is most important is not the trade but the end-user. So, it’s very rewarding to face them and to see how you are doing as a brand and what you should do next. Therefore, I think it’s a very good event and an important moment for the watch industry.
What is Bell & Ross showcasing at the fair this year?
We are disclosing one of the most important novelties of the year. Today, Bell & Ross is known for its unique style, inspired by the instrument panel. Our watches have this round and square design. Whether it is a pure professional watch or something more urban like the BR 05. What we’re disclosing at Dubai Watch Week is a watch based on the BR-X5, but it’s a special edition: the BR-X5 Green Lum.
The X5 is, on one side, important because of the movement, which is the manufacturing movement. On the other side are the design, the case, and what we’re doing in terms of specifics for the case. As you know, the X5 is initially presented in the same shape. Its casing is more complex; it has power reserve indicators, three days, big date, etc., and it is presented in black and blue. Now we have this special edition, which is very, very successful. The BR-X5 is doing very well, and people appreciate it, but what we wanted was to innovate and this is the innovation. It features a new material we developed, and nobody has ever made this material before. It’s very light, very resistant, very comfortable, and very luminous. Not just the dial, but the entire case. Nobody has ever made a luminous case.
Why did you decide to create this watch?
The Bell & Ross design is based on four principles: readability, functionality, precision, and reliability. This watch is a direct application of those four principles. We have something very readable from first glance and from day to night. We decided to disclose this watch at Dubai Watch Week for two reasons. The first is the timing, and the second is that I can imagine this watch being worn in all the night-time locations in Dubai. If you wear this watch to a disco, you will have an impact. It’s a watch that will stand out when someone’s wearing it. I think the people that live here, and their styles will like this – it’s going to catch people’s eye. This watch is a limited edition of 500 pieces.
Tell us about Bell & Ross’s presence here in the Middle East.
I think we have done well. Bell & Ross is a very focused brand. We don’t go up and down like mountains; we prefer to move steadily and consistently every year.
We are growing at a consistent pace, we pay attention to everything we do and touch wood, and we are moving forward. There are things that you cannot change of course, but there are always ways that you can move forward. We have a simple and clear strategy, with a commitment to doing what we really want to do. What is most important for me today in the marketplace and in our working relationships is trust. You gain trust because you deserve it. For instance, the retailers and the customer know what to expect, and they know what we do and trust us after all those years.
What’s the biggest challenge that you face today?
To be totally international everywhere and be at the same level of development everywhere around the world. There are some markets that we are very advanced in. In France, for example, we are one of the top brands for men. In Europe, we’re doing good, depending on the market. Globally, we’re good and we’re developing in all the other markets. In the Middle East, we are growing steadily. We are growing a lot in Asia; in Japan, we have multiplied by more than three times in the last four years. The United States is a tough market, but we are doing well.
It’s important to understand each market as they are all very different, and customers see the brand in different ways, and they are looking for different details. The difficulty is to find the same level of understanding in every country.
We know as a brand; you love to create experiences for your customers and build those relationships. How are you continuing with that method?
Firstly, by continuing with the creativity. Always surprise yourself to surprise the public. Secondly, we need to be creative outside of just our products. Having 360 concepts. Today, just having a good product is not enough. You need to tell a story. To do that, we have to have the right partners and brands that we can work with across a full concept. For example, working with Seddiqi in the Middle East is a great benefit to the brand because there is creativity there.
What else is in the pipeline for Bell & Ross?
We will continue with what we’re doing. We will continue to be very creative but keep our iconic shape, be it urban or professional. We will continue being consistent and getting into the manufacturer, which is so important. We are now present at Watches and Wonders, and I’m happy to join this platform.
How would you describe the universe of Bell & Ross today if you put it into one sentence?
Stand out. We’re different in a non-ostentatious way, but we always stand out. I don’t like to brag, but our watches don’t look like anything else. Not everyone will like them, but they are different, and that’s what gets us noticed.
What message would you send to your fans and customers in the region?
I want our customers to understand the product because there is a lot to understand. Realising that there is an authentic approach and getting a lot of pleasure from our watches is what’s important. A lot of our customers are returning customers. This surprised me a lot; it makes me proud but also gives me a responsibility not to disappoint. I know many customers who have more Bell & Ross watches than I do, and I have a lot! I know some customers who have more than 100 Bell & Ross watches. We have very loyal clients, and that is because we have been distinctive, but we have also been consistent and surprising.
