At a time when most watch brands boast over a century of history, Bell & Ross recently celebrated a significant milestone, their 20th anniversary of the BR-01. Since then until now, this watch made a strong impression with its bold square design, four visible screws and commanding 46mm case.

As is customary with any milestone, a new launch was essential. To mark the occasion, Bell & Ross introduced the campaign “20 Years of Boldness,” along with three new models: the BR-03 Skeleton Black Ceramic, the BR-03 Skeleton Grey Steel, and the BR-03 Skeleton Lum Ceramic. All three feature skeleton movements, combining horological heritage with innovative technology and each inspired by the original BR-01.

But the Bell & Ross story didn’t start in 2005. It began in 1994, when childhood friends Carlos-Antonio Rosillo and Bruno Belamich teamed up to create a brand. Their names combine the initial syllables of their surnames: Belamich and Rosillo. Who would have thought that childhood friends would go on to become such successful business partners?

From the beginning, their goal was to design watches for professionals working in extreme environments, divers, pilots and astronauts. To meet these demanding needs, Bell & Ross developed a series of timepieces rooted in four core values: Legibility (clear dials for easy reading), Functionality (practical features tailored to specific needs), Precision (Swiss technology ensuring accurate timekeeping), and Reliability (built to meet military standards and withstand extreme conditions on land, sea, and air).

With this foundation, Bell & Ross aimed to ensure that the BR-01 was more than just a wrist accessory; it was a functional tool built for pilots who required maximum readability and performance, all while maintaining the iconic, rugged aesthetic of aviation equipment.

The launch of the BR-01 established Bell & Ross as a leader in square watches reminiscent of aviation instruments. The brand classifies its collections into three categories: Aviation, Marine, and Vintage, each offering different case sizes, shapes, movements, and dial layouts.

In an interview with another publication, Rosillo and Belamich explained that when they started their vision was simple: to transform a cockpit instrument panel clock into a wristwatch or as they call it, “From the Cockpit to the Wrist.” With its minimalist, utilitarian style, the BR-01 embodies the company’s DNA: its square shape, round dial with excellent legibility, broad dimensions, and functional design. Over time, it has evolved while retaining its original identity.

Although founded in France, Bell & Ross primarily manufactures and develops its watches in La Chaux-de-Fonds, Switzerland. The brand’s focus on aviation-inspired design and materials such as titanium and carbon fibre ensures their timepieces are robust enough to meet the extreme conditions faced by pilots in flight.

This story was first seen as part of the WOW #78 Vision 2025 Issue

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