Bell & Ross General Manager Discusses Latest Releases and Brand Philosophy
Watch & Jewelry
September 26, 2017

Bell & Ross General Manager Discusses Latest Releases and Brand Philosophy


Bell & Ross


From Aviation to Divers.
Expanding the Realm of "Instruments for Professionals" (1)


Many fans might associate Bell & Ross with its aviation models. Indeed, the BR series, with its iconic square case, is inspired by the instruments found in an aircraft cockpit. However, the brand has chosen not to remain solely in the skies, but to expand its domain to land and sea. We spoke with Mr. Fabien de Nonancourt, General Manager of Bell & Ross, who visited Japan to unveil the new "BR 03-92 Diver" released in 2017.

Text by TSUCHIDA Takashi(OPENERS)




Following the New Divers Launch Event "WATCH BEYOND feat. DIVER"



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The "BR 03-92 Diver" launch event held in Tokyo on June 29, 2017.




Could you please reiterate what you wanted to convey by coming to Japan for this event, Mr. Fabien?

Our primary objective was indeed the launch event held yesterday at DESIGN Koishikawa. This marks the first new diver's watch from Bell & Ross in ten years. We wanted to directly communicate to everyone that this model has been released after such a long period.

In essence, it is a diver's watch with the iconic square case that symbolizes Bell & Ross's philosophy.

I see.

While Bell & Ross may have a strong association with aviation watches, we wanted to convey the brand's current identity from a different perspective. That is our spirit of challenge.

Last year, we ventured into the world of motorsports through our collaboration with Renault. This year, we continue our challenges by shifting our focus to the sea. Regardless of the environment, the brand upholds a common philosophy.

The "BR 03-92 Diver" is not merely a diver's watch that meets formal specifications; it is designed for professionals who actually dive, meeting international standards and built for those who undertake missions in harsh underwater environments.

We are confident that the design, born from meeting these stringent standards, is cool and sophisticated.



The square case design philosophy of the BR series is inspired by aircraft cockpit instruments. What is the background that allows this to be consistently applied to both land and sea?

When Bell & Ross was founded by its two co-founders, the primary concept was "creating watches for professionals working in extreme environments." At that time, the image we had was


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of an aircraft cockpit. This is because aircraft cockpits incorporate elements crucial to watchmaking.

—Legibility: enabling at-a-glance reading of complex information.
—Functionality: organizing and presenting useful information on the dial.
—High Precision: the onboard instruments are accurate with minimal deviation.
—Water Resistance: optimal water resistance according to function and application.




Cockpit instruments are the foundation of our watchmaking. The "BR" series is a direct representation of this. The idea was, what if we put an instrument directly on the wrist? When we actually did it, we found nothing was easier to read.

And now, the BR series has become an icon within the watch industry. It is an item that is immediately recalled as synonymous with the square case.

Page 02.Is the Square Case Disadvantageous for Water Resistance?




Bell & Ross


From Aviation to Divers.
Expanding the Realm of "Instruments for Professionals" (2)



Is the Square Case Disadvantageous for Water Resistance?


However, from a water resistance perspective, the square case is structurally disadvantageous. It cannot accommodate a screw-down case back. How did you overcome this?

One is the screw-down crown. The second is the adjustment of the sapphire crystal's thickness. While the crystal on standard models is 1.5mm, for this model, it is 2.85mm. The case back is also 1mm thicker than usual.

Furthermore, we have made adjustments to enhance processing precision. In this way, we compensated for the weakness of not being able to use a screw-down case back.

Regarding processing precision, is there anything special done for this model alone?

It is the same as for standard models. All BR series watches boast 100m water resistance. Therefore, even normal models possess sufficient water resistance, and this model has been developed as an extension of that.

So, the original design is already highly sophisticated, isn't it?

Precisely. While it's a new development, we already have the high-spec "BR 03" regular line, and we have accumulated expertise from other models as well. Bell & Ross achieved 11,100m water resistance with the "Hydromax" (released in 1997), setting a world record at the time. Subsequently, with the "BR 02" (released in 2007), we achieved 1000m water resistance with a three-hand model. We have built upon this experience.

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Left: "Hydromax" (released in 1997). Right: "BR 02" (released in 2007).




Is the Pursuit of Functional Beauty Necessary in the World of High-End Watches?


Could you explain why the pursuit of functional beauty is necessary in the world of high-end watches?

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Bruno Belamich, Creative Director of Bell & Ross.






Creating watches that can withstand use by professionals means stripping away any superfluous elements. We believe this ultimately results in something unique, both in design and function.

Our Director, Bruno Belamich, also states, "There is absolutely nothing unnecessary. Every element has a reason for its existence, which is why the design comes alive."

For example, the round part at the tip of the second hand



is not merely decorative. Divers will understand this: it's frightening if you can't instantly tell if the watch is actually working when you're underwater. That's why this large dot shape was created. Even with this single detail, we believe that design born from the pursuit of function is truly unique and leads to fascination.

Could you tell us about the brand's future vision?

We promise to steadfastly protect the DNA that has remained consistent since the brand's inception. However, we also do not want to be content with the status quo and wish to embrace new challenges.

The keyword "WATCH BEYOND" signifies this stance. Centered around this concept, we aim to express the essence of Bell & Ross in the fields of land, sea, and air.

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BR 03-92 Diver

Movement: Automatic. Caliber BR-CAL.302
Case Material: Stainless Steel
Case Size: W42mm x H42mm
Bracelet: Woven black rubber and black
heavy-duty synthetic fabric
Water Resistance: 300m
Price: ¥450,000 (excluding tax)

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Fabien de Nonancourt
General Manager, Bell & Ross

Joined the company in January 2010. After a 14-year career at TAG Heuer, where he served as General Manager for the eyewear and watch divisions. With extensive international experience gained over four years in Asia, he is responsible for market development in Japan and the Asia-Pacific region. Since March 15, 2017, he has also held the position of General Manager in addition to his role as International Sales Director.




Contact Information


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Tel. 03-5977-7759


http://www.bellross.com




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