Recently Bell & Ross- a brand known for its big bold square timepieces – unveiled its Vintage collection. Eight different models in 40 and 41 mm round styles. At first the watches came as a surprise to many – round Bell & Ross? Couldn’t be… what are they thinking? But on closer examination, the thinking became clear. Like many other watch brands today, Bell & Ross saw a gap in its line that needed to be filled: time in the round.
Inspired by watches of the 40’s, and paying homage to aviators of the time, the recently released collection represents the first time the brand has a round watch. The pieces include a chronograph and an automatic with cases ranging from matte or polished steel to PVD. The line retails from $2,500 to $4,200 and represents a new opening price point for the brand of $2,500.
As if this bold venture wasn’t enough, the brand – in usual style – kicked it up a notch – just adding a Vintage Officer line of high-polished steel models with domed sapphire crystals for a more distinguished, official appeal. The dials of the 41mm Vintage Officer watches are either black or silver and feature refined, easy-to-read graphics that emulate cockpit instruments. The first two Officers to enlist in the Bell &Ross line up are the BR 123 Vintage Officer – an hours, minutes and seconds three-hand watch, and the BR 126 Vintage Officer – a Chronograph. Both are water resistant to 100 meters.
This Vintage Officer BR123 houses the mechanical automatic ETA 2895 movement with three hands, while the Vintage BR 126 houses the 2894 two-counter chronograph caliber.
At just about the same time the brand unveiled this new price and case shape, it also announced the opening of its new E boutique – a concept that had many buzzing. “The initial goal, first and foremost was tor the branding of Bell & Ross,” says Stacie Orloff, president of Bell &Ross in North America. “It makes it easier for customers where we don’t have stores to buy Bell & Ross, and for customers where retailers don’t have large stock to buy what they really want.” www.bellross.com.