Exclusive interview with Mr. Carlos Rosillo, CEO of Bell & Ross

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We are positioned on the professional and technical watches segment where our iconic and timeless Instrument model is ranked as the key model. Our watches demonstrate a unique watch-making expertise by satisfying the strictest military requirements. We built our timepieces reputation on four leading principles: legibility, water-resistance, functionality and precision.

To design and manufacture the watches, we have to adhere to precise specifications, focusing above all on the needs and requirements of professional users.

Legibility, as our timepieces reproduce the clear visual indicators found on aircraft control instruments.

Functionality is key, and minimalism— sacrificing the simply ornamental and superfluous in favor of the essential— is vital for the performance of our watches. We are passionate about functionalism design and this is the pure essence of our brand: function takes precedence over design. The essential is never compromised by the superfluous.

Precision, because our mechanical movements are designed, manufactured and assembled in Switzerland where they are given high precision adjustement.

Reliability: Bell & Ross holds the world water-resistant record (Guinness Book) with its Hydro Challenger model. We have also been chosen over the years by many air, land and naval forces in an incomparable recognition of the brand technical expertise and the quality of its watches, which are perfect for professional use.

This year does not lack key stories as we are celebrating in 2015 the 10th anniversary of our iconic timepiece, the BR01 or the simple ideas to turn a cockpit instrument panel clock into a wrist watch. It takes its inspiration from the aeronautic instrumentation, an absolute reference as far as readability, reliability and performance are concerned. The BR 01 has shaken up the classic codes of luxury watches and asserted itself as our worldwide best-seller. Engraved and numbered, this 10 years edition limited to 500 watches is the ultimate expression of the evolution and sports a high-tech ceramic case and an embossed logo feature on the dial.

After a successful 1st collaboration with Dassault Aviation, we’re joining forces once again to celebrate the most successful multi-role fighter aircraft on the market: the Rafale through a special project that will be launch next June. Adopting the distinctive design features of this iconic fighter aircraft, the BR03-94 chronograph sporting the Rafale colours asserts a strong identity from the very first glance.

Last but not least, the new Vintage WW1 Edicion Limitada, a watch’s collector dedicated to cigar aficionados. I like the idea of capturing the art of enjoying exceptional moments and this watch is the perfect illustration thanks to its 5-day power reserve. All the details and high-end finishes such as the Côtes de Genève and blued screws complete the aesthetic of the mechanism within a design that skillfully combines the worlds of watchmaking and cigars.

And as I said previously, we are also pursuing our worldwide strategy with the opening of our new store in London, last June, which is also a way for us to reach the Middle-Eastern clientele, one of our key targets. We want our potential customers to experience Bell & Ross fully and have the chance to discover the full collection in an appropriate environment, and be immersed in our DNA. 

We are part of the top ten worldwide high level watches for professionals. We have been faithful to our original idea and our watches today reflect perfectly the world of pilots and professionals. We are well-known for the originality, the singularity of our products and are positioned on the professional and technical watches segment, where our iconic and timeless Instrument model is ranked as the key model. When wearing a BR01 or BR03, you feel like having a piece of cockpit on your wrist, which it makes people dream.

Moreover, in the luxury world, there is a constant quest for perfection, the guarantee to get the perfect piece. For this reason, we fabricate in the Swiss manufacture, Châtelain at La Chaux-de-Fonds, in Switzerland.

Besides, in the permanent aim to offer the best service to our clients, Bell&Ross’ e-Boutique will give customers the possibility to purchase 24/7 but also to provide presence in geographical zones that are not covered by our retail network.

I think that with the launch in 2005 of the BR 01 square case watch that became our iconic timepiece lots of our customers became collectors. Our impactful limited editions like the BR01 Instruments, the BR01 Skull Bronze but also our Vintage WW1 Jumping Hours have contributed to increase the number of collectors, all these models being sold out in no time.

But the watch that embodies all the Bell & Ross know-how in watchmaking is the new BR-X1 TOURBILLON in Titanium or Pink Gold versions. This exclusive timepiece is the proof of our watchmakers’ excellence as it incorporates three watchmaking complications: a flying tourbillon, a monopusher chronograph, and a power reserve indicator.  

In the same perspective, on the occasion of Only Watch, the 6th edition of the biannual charity auction of unique timepieces, in aid of research into Duchenne Muscular Dystrophy, held in Geneva in November 2015, Bell & Ross will offer the one of a kind BR 01 SKULL BRONZE TOURBILLON. This timepiece combines the sophistication of an exceptional mechanical movement, the timeless beauty of a case that seems to have materialized from the past, and the provocative, symbolic resonance of the skull.

At Bell & Ross we always search to produce high quality, perfectly reliable and very impactful timepieces in line with our four creation principles: legibility, precision, functionality and water resistance, that became our DNA.  It is very important as well to accompany our customers with high quality services in harmony with the brand’s universe.

Our number 1 area is Europe but still, we manage a mix rather well balanced between Europe, the Americas, and Asia. 

France and the USA are two historical markets. We have an office and a full sales and marketing team in those two markets, which is very helpful. We have also established an office in UK and Spain to accompany the development of those two European markets.

The Middle East is a strategic market with a great potential and we are still building and developing the market. We feel like there is a real fit with the brand in this region, especially with our 2015 new products pleasing both the masculine and feminine clientele.

Bell & Ross is present in each country of the GCC through the most prestigious watch retailers. 

We also have 2 stand-alone Boutiques: one in Dubai (Burjuman) and one in Jeddah (Boulevard Mall)

In the near future, we plan to open more Boutiques in UAE and KSA.

By establishing the positioning of the brand in the military and aviation field on this market too (through partnerships like the Dubai Airshow for instance). Indeed, we do have a global approach instead of a local approach.

We surely are a masculine brand but when we’ve designed the BRS collection in 2008, we had in mind women’s growing interest for our brand. Despite their feminine appearance, all the Bell & Ross guidelines were respected. Today, it represents around 20% of the Aviation square watches.

This year, given the success of the BRS line, we wanted to give it a new lease of life. We are launching a new timepiece, the BRS Grey Camouflage. A timepiece that will be both very feminine but at the same time, a singular creation linked with the brand’s DNA and philosophy.

Also, the other ceramic BRS versions have been restyled: a new, more complex structure for the ceramic case, white numerals replaced by metal appliqués, a smooth crown for greater comfort, and a new, more feminine satin strap.

I am passionate about our WW1 Jumping Hour, one of our timepieces that embodies our expertise in watchmaking and whose movement we created in collaboration with the Swiss watchmaker Vincent Calabrese. And in this continuity, the WW1 Edicion Limitada that we launched in Basel this year.

We have learned that you are also an intimate watch collector, can you please tell us about your collection and your favorite time piece as well as the newest one that was added to your collection.

Yes you are right I am a watch enthusiast. For my Communion I’ve received a Kelton, but my first important watch that I still have is my grandfather’s Jaeger-LeCoultre from the 30’s that I received for my 18th anniversary. It is actually the model that inspired the Reverso years later. I had also watches from other brands like Omega or Rolex but today I find in my own brand everything that I want. However I do have a certain interest for few brands like Lange & Söhne, François-Paul Journe or Jaquet Droz.

What is your opinion about smart watches or wearable devices? Do you have any intentions to develop a Bell & Ross smart watch? 

We are talking about 2 different values. It is like confronting the ‘Carpe Diem’ maxim to the ‘Tempus Fugit’ one. Beyond the financial aspect, it is much more a philosophical ground for thought to me, between the digital world and the craftsmanship sphere.

Today fine Swiss watches make up 2.5% of the market volume but 54% of the market value.

The fine Swiss watches market is about innovation, passion, exclusivity, eternity while the connected watches world is more about innovation, technology and is temporary.  

Mechanical watches are part of the concept of longevity, gain in value over time, pass down to the next generation and still have a bright future ahead of them. 

We must consider the connected watch as a complementary product to the traditional timepieces. There is room for two after all!