Following their relocation from Switzerland, The Bremont Watch Company has now not only settled into its new custom-built watch making facility in Henley-on-Thames but gone on to open its second luxury boutique. Loyal Bremont collectors and those who seek a new direction in mechanical wrist watches can now enjoy the full collection in Mayfair, London and Lyndhurst Terrace in Central Hong Kong.
The latest boutique of over 2000 sq ft showcases the company in Asia, to compliment the brand’s growth in the region. Giles English, co-founder of Bremont, told us: “When you have your own store, you can really communicate your own brand message and DNA to your consumer.” As a personal stylist, my experience of the Mayfair boutique on all visits has been just this – the compelling Bremont story and passion for sophistication and robust engineering shines through. It’s no surprise that the boutique scooped UK Retail Store of The Year at the prestigious Retail Jeweller Awards in July 2013. As co-founder Nick English explains, “It’s a place for watch collectors to come and meet to talk about watches over a coffee or a Chivas whiskey. We will also be expanding our Explorers Club from the UK to Hong Kong, where we will have monthly events.”
Bremont won Watch Brand of 2013 at the UK Jewellery Awards, and the Best Breakthrough Brand at the 2012 Luxury Briefing Awards. Each watch remains true to its original principles of durability, legibility and precision. Bremont also manufactures watches for some of the most exclusive military squadrons around the world, and has been influential in revitalizing the British watch industry (Britain once being the dominant place for watch and clock making).
Some months on from a Bremont Adventurers Club event I enjoyed at the boutique in Mayfair, it was time to catch up on the brand’s collection, from a style point of view, and their exciting new collaborations. I shared coffee with some of the London team and can report that the awards for expertise and quest for innovation keep on coming. On this particular day, everyone was in a celebratory mood as Bremont had scooped joint winner of the prestigious Global Connections Award 2013 – an HSBC initiative to find the UK’s most innovative and forward-thinking companies.
The Henley-on-Thames workshop has been busy as more designs are added to its collection. Whilst there is more choice, Bremont still only makes small numbers of watches each year across the total range and on occasions, produces a watch that is very limited in numbers and is distinctively different from the core range. Nick and Giles have always said there has to be the passion factor from the outset and some real uniqueness to each design. Their first limited edition, the EP120, is a key example as the Spitfire is not only iconic in their minds but the EP120 was owned by a friend of their father’s, and is one of the most famous Spitfires flying.
Bremont had announced the beautiful addition of the ALT1-C Rose Gold, which launched in November 2013 and retails at £13,950 / $18,250. Earlier in the year, I had been trying on the Victory Limited Edition and can see a similar elegance in the ALT1-C. The classic collection has received much attention because of its timeless style – the British dress watches of the early 1900s have certainly influenced Bremont’s design direction of late. The case is 18 carat Rose Gold Bremont Trip-Tick® construction with a scratch resistant PVD treated case barrel. The case back is 18 carat Rose Gold with integrated flat crystal. The strap is embossed leather with an 18 carat Rose Gold pin buckle. It’s an exceptional piece and a handsome addition to the collector’s case.
Coloured metals continue with the release of the beautiful, bronze-sided MBIII. The Bremont MB was designed and built to become the definitive aviation chronometer, embodying all that is meant by ‘‘Made in Britain.’’
The collaboration of the year was announced when the Bremont Watch Company and the Bletchley Park Trust revealed that they would be working together on the release of a new Bremont limited edition watch that will truly incorporate history. It will be called the Codebreaker – a classic 40s officer’s watch being the style inspiration – and a percentage of the proceeds will go towards the ongoing restoration of Bletchley Park. The Codebreaker will incorporate a Flyback chronograph GMT automatic movement and some relevant historical artifacts: pine from the iconic Hut 6 and paper from one of the few remaining punch cards (used to analyse the vast amount of coded data created from the daily Enigma communications.) Part of the rotor of the watch will be made from the wheel of an original Enigma machine. 240 steel Codebreaker watches will be created and 50 rose gold watches. Iain Standen, CEO of Bletchley Park Trust confirmed that, “Bremont accomplished a great deal with the HMS Victory watch, both in terms of product and the benefits to the National Museum of the Royal Navy. Knowing this and seeing Bremont’s vision, we were keen to work with them. The mission of the Bletchley Park Trust is to preserve this important part of history for future generations.” Bremont are certainly testament to this idea.
Melanie Sarah Image Styling, based in West Berkshire, is a bespoke service for men and women built on sound, expert knowledge and strong collaborations. Many of Melanie’s clients are British and are based in the UK, whilst some book a style review as part of their visit from overseas. From London to Bath, Melanie’s projects help her clients to fine tune their personal style.
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