BREMONT WATCHES: REINVENTING TRADITION WITH A NEW TERRA NOVA COLLECTION

After a hiatus of eight years from the Swiss exhibition scene, UK watchmaker Bremont has announced a significant revamp of its product line under the new leadership of CEO Davide Cerrato.

This change was showcased at the Watches and Wonders event in Geneva, where the company unveiled the Terra Nova collection, a series of rugged adventure watches. This new collection not only references the historic Antarctic expedition of Captain Scott in 1910 but also signals a new chapter for Bremont, which Cerrato describes as "almost a relaunch."

Founded more than 20 years ago (2002), Bremont made its name with the ambitious goal of revitalising large-scale watch manufacturing in the UK, a tradition that had dwindled since the early 1970s. Founders Nick and Giles English established the brand’s reputation by embracing a relaxed yet determined approach to overcoming industry doubts.

The brand first made waves with its debut watch in 2007, quickly gaining a foothold in the UK, US, and Asian markets.

INDUSTRY AND INNOVATION AT HENLEY-ON-THAMES

In 2021, Bremont expanded its operational footprint by opening a new manufacturing hub in Henley-on-Thames. This development coincided with the transition of majority ownership to Hellcat Acquisitions and US billionaire Bill Ackman, who collectively infused £48.4 million into the then-unprofitable brand.

Under Cerrato’s stewardship, the English brothers have reduced their involvement in day-to-day operations and design, although they continue to serve on the board. Cerrato, who brought experience from Panerai, Tudor (where he developed the popular Black Bay model), and Montblanc, has redefined Bremont’s aesthetic and strategic direction. The updated logo features a modern typeface and a compass-like design called the Wayfinder, symbolising the brand’s expanded focus on land, sea, and air adventures.

A FRESH APPROACH TO WATCHMAKING YET MAINTAINING BRITISH HERITAGE WHILE EMBRACING GLOBAL CRAFTSMANSHIP

The Terra Nova collection introduces watches inspired by WWI military pocket watches and features luminous, easy-to-read markings. These models also phase out Bremont’s traditional Trip-Tick case design in favor of more streamlined, durable steel cases available in 38mm, 40.5mm, and 42.5mm sizes. Cerrato’s redesign aims to make these watches more accessible and versatile, exemplified by the £2,500 price point of the 38mm model, which is set to attract first-time mechanical watch buyers.

At the high end of the spectrum, Bremont has introduced a £25,000 limited edition Terra Nova chronograph in pink gold and a sophisticated Tourbillon Dual Time model in blackened titanium. This may seem like a very brave move and a hard-to-sell watch but it also allows them to demonstrate that they are capable of producing complex movements.

Despite these innovations, Cerrato maintains a strategic commitment to British watchmaking roots, with designs and colors that nod to the UK's rich horological past. However, the brand will now use Swiss movements for the main Terra Nova line, reserving the in-house ENG300 movement for special editions.

STRATEGIC ALLIANCES AND MARKET EXPANSION

Bremont’s recent non-renewal of its partnership with the Williams Formula One team underscores a new strategic direction focused on streamlining and solidifying its business operations. However, Cerrato’s participation in the first British Watchmakers’ Day and the expected membership in the Alliance of British Watch and Clock Makers signal a continued commitment to the industry’s collective growth.

Cerrato’s future plans include expanding Bremont’s market presence in the US, the Middle East, and India, and strengthening its foothold in Europe, demonstrating the brand’s ambition to redefine itself while honoring its heritage and embracing a broader, adventure-seeking audience.