In a world filled with erratic hours, it is good to find hours where the right time can be inaugurated. Even if you prefer to take all the risks, cross all borders and test the adrenaline limit, you like to feel a guiding company, which gives you time for the normal world to move. Maybe this was Carlos Rosillo's first challenge, when he created in 1992, with Bruno Belamich, Bell & Ross, where he became president. The attraction to air is that part of its DNA and soul has been maintained for years, as Rosillo explains: "We are known for originality, for the uniqueness of our products and for positioning ourselves in the professional and technical watch segment. Model Instrument icon we are a key model. When we use BR01 or BR03, we feel like we have a piece of cockpit on the wrist, which makes people dream.
Bell & Ross was born in the world of historical and military clocks. Delimited your area, have you thought of a new field of action? The brand's CEO dreams better: "Our goal is to create utility parts that can be used professionally in a professional way." Our motto is to focus on functional design, which goes to essence without leaving space for excess. , perhaps the best example of this concept because they have to answer certain specific questions. They must respond to very simple principles: a military clock must be readable at first glance, it must be mechanical or quartz, it must be reliable and very solid, and its function must be perfect. This fulfills the four criteria we made DNA from Bell & Ross. "And then the design is very important:" One of my proud moments continues to be the creation of our iconic work, BR01. It came from a very simple idea to change the clock from the cockpit instrument panel to a watch. . "
The connection to the world of aviation is very important for the brand, as seen in the new BR Bird. Carlos Rosillo looks to the future: "Our 2018 collection encourages us to always be 'Watch Beyond'. Driven by creativity, chasing performance and precision constantly, and flying higher than before. (Pilots, car drivers, divers), along with other unique models and extraordinary parts. In the beginning, the world of aeronautics was an endless source of inspiration. This year we embarked on a new adventure: The Aviation Speed Race, with the Bird Concept BRA A creative exercise from the creative department of the brand, which designs BR Birds is on this show, symbolizes the B & R passion for flight and creativity, and is the starting point for making two watch editions limited to 999 specimens each: V1-92 and V2-94 Racing Bird. We also draw complications that are a demonstration of our creativity and perfect illustration of our idea of high rails. BR-X1 Sapphire Black Skeleton Tourbillon. a very changing market, the new challenge lies in distribution. Carlos Rosillo is aware of this: "Luxury is always changing, the challenge now is to continue to be brave, and the last example is the launch of our online components that are sold exclusively." Bell & Ross has always been a pioneer in digital and I believe that being a risk taker is the key to success, making us always loyal to engineering and manufacturing. "That's how we become the main reference in instrumental hours."
Bell & Ross continues to try to see signs of the future. And for that, he drew a strategy, as Carlos Rosillo said: "Innovation has always been a milestone in Bell & Ross's development. Previously, our collection was divided between Aviation (square watches) and the Vintage (round watch) Experimental Sector including a choice of our chronograph framework , The BR-X1 and the Sapphire Turbillon trilogy, our most interesting developments this year. "Strong bets for markets characterized by many similarities, such as trade wars and increasingly important Chinese customers. Bell & Ross CEO: "I think the watch industry and high-end products are under pressure and we are witnessing a number of changes. We are witnessing the transition to & # 39; Back to Basics & # 39; with more traditional products in the global economic climate, not too easy, consumers will tend to focus more on reliable and more affordable hours, but I think we should row and try to fight this context by being more creative, which we made with BR-X2 Toubillon Micro-Rotor, the second generation of collections Our X, brings another chapter to our BR saga. "For now, in Portugal, there are different partners (Torres Distribution). For Rosillo, Portugal is still a young market for the brand and for this reason Bell & Ross needs to communicate its DNA and history: "Our watches are very different from those used by the Portuguese every day. Reference in Portugal and great partners with whom we share challenges this is for a year. "