Interview with Bell & Ross President Carlos Rosillo
AWJ: Bell & Ross watches are reputed for their performance, legibility, precision, and reliability.
Carlos Rosillo: “Yes, from the beginning, what inspired us was the world of aviation and the military environment. Since then, we have evolved, progressed, with sophistication and technique.”
AWJ: You have a very strong identification with aviation and the military…
C R: “The military often have the highest level of technological sophistication, because a country that wants to protect itself must have the means to do so. It is thanks to the military that we have internet, GPS, and most civilian aircraft. So the military world is the highest grade of performance, which is a source of inspiration for many fields, including watches. The origin of wristwatches dates from World War I, when pilots could not fly and at the same time pull out their pocket watches from their pockets.
These are what inspired our round WWI watches, for Wristwatch I or World War I. Then, the dashboard inspired us and we transported the cockpit and dashboard onto the wrist, resulting in the creation of the BR 01.
Today, with the new line X1, we go even further with the dashboard that we have sophisticated, and with our military inspiration. Here, we are talking about what are called “5th generation airplanes” – the F35.
Our aim was to have a watch that is resistant, light, ergonomic, and functional, with special attention given to the case, the dial, the pushbuttons, and the movement.
The 45mm case is made of Grade 5 titanium, for resistance and lightness, with a band of protective ceramic that surrounds it, and red rubber for extra protection of the movement and for a good grip. The rocker push-buttons used to activate the chronograph function are also made in high-tech ceramic with rubber inserts to make them solid and easy to grip.
The rare skeleton chronograph movement is inspired by the Bell X-1 plane that Chuck Yeager flew when he broke the sound barrier; we wanted an “X” on the upper bridge. Instead of hands for the chronograph at 9 o’clock there is a disc that resembles the blades of a turbine, and a small round opening on the back allows us to see the movement. And as the case is modular, we will be able to use it, with its mix of titanium, ceramic, rubber, as a base for future models in the same new line.”
AWJ: Thank you for the personal presentation! You also have Marine and Vintage collections, in addition to Aviation. Some are 39mm and are worn by ladies. Do you foresee a development for ladies lines?
CR: “Nothing prevents us from doing so” (with a mysterious smile).
AWJ: What is the importance of the Middle East for Bell & Ross?
CR: “I think what is important is to be present in all markets. For us, the ME is a market that we have been developing for many years. Some of that clientele buys in Europe, as well as locally, and some who buy in Dubai are not from the region. It is important to be present there, to develop it. The most important thing is to have a good understanding of the brand, and this is what we are working on now.”
AWJ: Bell & Ross is already well –distributed in the Middle East. What development plans do you have?
CR: “As a continuation of our development there, we have boutique projects. We are just about to open a boutique in London; I know there are many people from the Middle East who go to London.”
AWJ: What are your bestsellers generally and in the region?
CR: “The square models. Aviation, without a doubt, everywhere. Middle East tastes are similar to that elsewhere.”
AWJ: With regards to a collector or an investor, is Bell & Ross a good investment today?
CR: “The models that get the highest prices are from the limited edition series. The highest ones obtained are those we made in association with the military that had a value of 5 to 10 times more than the initial price. As an example, we were able to buy the cockpit F84 that we have here in our offices thanks to 3 watches we sold at an auction of aeronautic objects. It was a model we had made for the French Airforce; they were sold 5 times their initial price.”
AWJ: How do you see the evolution in general of watchmaking?
CR: “I think you have to have a brand that is clear, that is understood, and that has a direction that is stable. I think that the more your brand is understood, the stronger a brand you have.
Our category is aviation and military watchmaking, and our specificity is to have captured the spirit of the dashboard.”
AWJ: Do you have a preferred watch?
CR: “Some are more sporty, some more elegant, I choose according to the event, the time of day…”
AWJ: Who are your customers?
CR: “People who like original products with good design, who are interested in watchmaking technology.”
Our interview ended with an extract from the film “The Right Stuff”, showing the moments when Chuck Yeager breaks the sound barrier for the first time ever.
Carlos Rosillo concludes solemnly:
“Our first BR – X1 is called the Hypersonic Chronograph, named after hypersonic aircraft, going beyond breaking the sound barrier, and into the future.”
End
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