A Good Balance of "Design, Quality, and Price"

This is precisely why Bell & Ross captures the hearts of discerning men. While lacking the ostentation of major luxury houses, their watches possess a distinctive "less is more" aesthetic that makes them instantly recognizable as Bell & Ross.

"What brand is that?"
"Ah, as I thought."

Bell & Ross's meticulous attention to detail is extraordinary, ensuring their watches reach the right audience. Designed for mass production, they are not flashy but appeal to connoisseurs. Consider, for instance, the elegant curve from the case to the lugs on the "BR V1-92 BLACK STEEL." The edges are not unnecessarily sharp but are gently chamfered, accentuating the form. The hairline finish is also a key element. This is the texture one seeks in a daily-wear watch – neither more nor less.

While the previous Vintage series predominantly featured a 41mm case diameter, this new series offers both 38.5mm and 41mm options. The lugs, previously straighter and more angular, are now rounded, enhancing ergonomics and visual appeal from the side by reducing perceived thickness and bulk.

This form, closer to the models of the 1930s and 40s when military watches were mass-produced, is undoubtedly intentional on Belamich's part.

Page02.Crafting Complex Cases from Machined Sapphire

Crafting Complex Cases from Machined Sapphire

Following last year's release, this year sees the debut of another all-sapphire, see-through precious model. What's particularly intriguing is that this year, the movement itself is designed in the iconic square form of Bell & Ross.

To allow the wearer to fully appreciate this, the intricately shaped case is machined from sapphire, offering a completely transparent view from all angles.

Furthermore, a stainless steel outer frame is employed, adopting a sandwich structure. This ensures sufficient strength and practicality.

The movement, featuring a micro-rotor, is 8.9mm thick. For a complex model with a tourbillon, this is a remarkably practical thinness.

Bell & Ross's commitment to sharpness, precision machining, and the beauty of industrial design remains unwavering. As a brand that champions "instrument watches for the wrist," the square case is a perfectly logical icon.

BR-X2 Tourbillon Micro-Rotor

Movement | Automatic. Caliber BR-CAL.380
Functions | Flying Tourbillon
Case Material | Stainless Steel, Sapphire Crystal
Case Dimensions | 42.5mm x 42.5mm
Strap | Alligator
Water Resistance | 50m
Price | 7,900,000 yen (excluding tax)
Release | Scheduled for July release
Limited Edition | 99 pieces worldwide

Page03.Interview with Bruno Belamich

Universality Means Simplicity

—How do you perceive design?



The Vintage collection receives passionate support from users who appreciate a traditional aesthetic. However, as a designer, it's also important to explore new territories beyond the realm of aviation.

—This Vintage collection has been refreshed into its third generation this year. What aspects did you focus on to introduce newness?

shape, and bracelet design, among other details, have been accumulated to update this timeless beauty.

—Will you be creating smartwatches in the future?

No. We want to remain a brand that inspires dreams. We have no intention of competing with Apple or Samsung.