Eastern Promises
Carlos Rosillo was in Singapore to celebrate its partnership with the Renault Sport Formula One team during Singapore Grand Prix 2016. A pop-up store was set up to display Baselworld 2016 pieces as well as the limited edition Bell & Ross BR-X1 RS16, which had been created for the unique collaboration.
Bell & Ross recently took back the ownership, distribution and marketing rights of its products from retail giant FJ Benjamin. Why now?
FJ Benjamin has done a great job with Bell & Ross but it’s a natural evolution of the brand. The market has grown, and we believe that (Singapore) is a key market. We thought that it was important to give a sign of commitment to the market that Asia is important to us, so we made the move to integrate the team under the Bell & Ross banner.
What are the plans for the brand in Asia?
(We wish) to replicate its success in Malaysia (where) it is a dominant brand. We have confidence, the financial means, as well as the talent. The timing is also right. Crisis in Chinese is the association of two characters – danger and opportunity. I think it’s very true. If you believe in your brand, if you believe in your potential, you say ‘I have a good product’. What is important is the vision and direction we’re going to establish a solid brand. How long will it take? We don’t know because some countries, it will be very fast and some countries, it’s going to take more time. What is important is to have one direction, to have this consistency between all the Asian markets and to have this team spirit that makes it happen. For instance, in Singapore it can be quicker, because Mr Tong Chee Wei (general manager, Asia) is close to Singapore, he knows the people. If we were to replicate what was achieved in Malaysia in Singapore, probably we can double or triple the market very quickly.
What sets the women’s line apart from the men’s line?
As you may have noticed, more and more women are attracted to big watches. By ours particularly, because of our design which broke with the aesthetic codes of traditional watchmaking. But they don’t only want to borrow their boyfriend’s watch, they want to have one of their own. However, our iconic models with their 46mm or 42mm diameter might seem too imposing for a woman’s wrists. That is why in 2008, we introduced our first sleeker and smarter version of the BR01, more adapted to a woman’s wrist, the BRS line. With its 39mm diameter and ceramic-linked bracelet – which embellishes the wrist like a piece of jewellery – the BRS watches have a more feminine and sophisticated touch.
How has the women’s line evolved over the years?
On our recent launches, we managed to create ultra-feminine timepieces and incorporate our DNA and background at the same time. The BRS line is even becoming a bestseller! When it comes to our BRS Camouflage, from last year, it was natural to draw its inspiration from military codes, and then give it a chic and contemporary interpretation. It only took one small step to transform military camouflage into a refined modern pattern of the highest elegance! As with the BRS Diamond Eagle – largely inspired by the celestial sphere and the latest in a line of elegant, contemporary watches aimed at sophisticated women – we pay tribute to the stars that helped pilots in the old times. The stones are set into the dials in the pattern of the Aquila constellation which is, in Greek mythology, a legendary cluster of stars, looking like a majestic bird – Jupiter‘s Eagle – flying to symbolic heights. This new line is an invitation to dream and a journey to the stars as it offers wearers a tiny slice of the Milky Way to adorn their wrists.
