20 YEARS OF BOLDNESS
Watch brands have always sought an iconic watch, recognizable at first glance and capable of establishing their global reputation. A big challenge!
In 2005, Bell & Ross took on this challenge with the BR-01. Its unique design, inspired by aeronautical instruments, quickly became a brand signature. In 2025, the "20 YEARS OF BOLDNESS" campaign traces the evolution of this instrument watch and celebrates the bonds between Bell & Ross and its ambassadors and friends. Let’s take a look back at the history and developments of the BR-01!
THE ORIGIN
The story began in 2005 with the creation of the BR-01, a revolutionary watch that transposed the world of aircraft cockpits into the world of watchmaking. Its square design, four visible screws, and imposing 46 mm size marked a turning point for Bell & Ross. Inspired by aviation instruments, this watch is not simply an accessory, but a real tool. It meets pilots' demands in terms of readability and functionality, while embodying the robust and timeless aesthetic of an aviation instrument.
FLASHBACK
Beyond the 20th anniversary of the BR-01, the watch marks two decades of creativity and innovation.
In 2009, Bell & Ross revived the "Skull" movement in watchmaking and launched its first BR-01 Skull. The "skull" symbol, the central piece of the dial, signifies an avant-garde design, then in 2020 introduced a futuristic vision with the Cyber Skull.
For 20 years, the brand has also revealed innovative concepts such as the BR-03 Phantom (2007) which reveals a subtle "all black" dial, or the BR 03-92 Heritage (2009) which revisits the retro codes and the patinated effect of vintage watches.
Since 2010, the "Flight Instruments" collection has been at the heart of Bell & Ross's creations. A true benchmark for instrument watches, it transposes the indicators of an aircraft dashboard to the wrist. In 2011, the BR-01 Red Radar model, inspired by military radars, offered an original way of reading time. And last year, the BR-03 Horizon watch offered a horological interpretation of the artificial horizon, marking the 15th piece in the series. Bell & Ross also does not hesitate to integrate complex mechanisms, such as the tourbillon with the BR-X1 Chrono Tourbillon in 2015 and then the BR-X2 Tourbillon in 2017, bringing innovation and performance to its professional range.
The use of innovative materials such as ceramic, bronze, and carbon fiber pushes the boundaries of technology and durability, while Super-Luminova®, present since 1994, guarantees optimal readability. After the air, Bell & Ross turned to land with the launch of the BR-03 94 AeroGT in 2016, inspired by the futuristic concept car imagined by Bruno Belamich, its co-founder. Bell & Ross is increasing its partnerships, creating limited editions with squadrons, teams or elite units such as the RAID, thus consolidating its link with aviation and extreme activities. In 2017, Bell & Ross extended its collection to the underwater world with the BR-03 92 Diver, a professional diving watch with an innovative design, affirming that a diving watch does not necessarily have to be round. Synonymous with a break with the traditional watchmaking world, the BR-01 not only marks 20 years of existence, but also celebrates 20 years of creativity and innovation.
