The picture of the rock climber advertising the watch minus wearing the watch is hilarious. Way to go overpaid marketing guy for doing stupid marketing.
Was a Bremont fan. Big fan. Davide Cerrato has ruined Bremont. Trashed the brand overnight. Lost their identity. Used to love them. Now, they can get in the bin. Rant over 💪🏻🤣
Bremont destroyed themselves 10 years ago when they lied about their purportedly "in-house" movement that turned out to be just a re-dressed La Joux Perret. Yes, TAG did it first with the Cal. 1887, but they were already an established brand, unlike Bremont.
@@LTC_Tigernot sure TAG was the same thing. They didn’t dress anything up, they bought the patent, stripped it right down and reengineered it. Huge investment. The issue is they didn’t tell that story. Bremont did something a bit different
They have been playing to the GQ Hondinkee fashionistas from the outset, laughably priced, sticking bits of planes or Amelia Earhart's knickers on the rotor as a usp, and wanting to be so hip and cool in the glossy mags. Perhaps they are now enjoying humble pie with their canapes.
Come on, don't sit on the fence 😂. It's a brand for me that has no appeal especially in It's price point. I'm British give me a Sinn 556 any day of the week.
As a patriotic Brit it was the bs backstory that killed any appeal for me. . Military British watches - we think of CWC, not Bremont. Even the name put me off - seriously, two brothers named English name their company after a French man 🤯 Doomed to fail. Wish the new version all the best, but got a lot to get over ..
Hello patriotic Brit. Au risque de heurter votre francophobie, le nom était censé être suisse. Et ce n’est pas ce nom à consonance « française » qui est la cause de cet échec. C’est plus probablement une politique de prix démesurée! Dans cette gamme de prix (entre 4.000 et 6.000€), il y a des marques plus réputées, plus anciennes et de meilleure qualité. Dommage! Il y avait quelques modèles intéressants, tels la MBIII, mais à plus de 5.000€ , il vaut mieux aller voir ailleurs. Bonjour chez vous.
Same relative age as Christopher Ward.. massively drastic difference between the two brands 20 years into their respective lifespans. Bremont is a whipping boy in the industry and CW continues to chug along doing their own thing with a lot of success.
Very true - CW makes incredible pieces with great specs and lots of innovation and creativity. Bremont has alway been in scandals about thjeir backstory, their in-house claims (multiple times), their stupid watches with wood pieces and cloth pieces in them, I really like the time only and date variant of the Terra Nova and think the new Supermarine is pretty slick, tried them al lon in person and they are much nicer in-hand than on photos. Also they all use 904L steel which gives it tiny bit of a cool luster and shine. Anyhow - I wish them all the best, more transparency and honesty.
I watch all of Mike France's videos (CEO of Christopher Ward), and he with Farer and some others started the Association of British Watch & Clock Makers. Google their website and go to "Meet the makers". Scroll down the list. Notice that Bremont is NOT there. Whenever anyone in the British watchmaking industry hears or mentions Bremont in conversations (podcasts, livestreams) there's always an uncomfortable feeling, sideways glancing, some grimacing and dismissive talk. No one wants to talk about them. No one wants to include them. It's almost like they are an embarrassment. A fraud as it were, and now the mask is slipping. They are a pariah within their own industry. They got away with selling overpriced oversized watches throughout the early 2000's, but then again so did U-boat. Time's now up for Bremont.
IMO, Bremont only makes a chance if they build a *100%* *_"Made in the UK"_* watch, including a UK-made movement. It took "Habring2" - a watchmaker from Austria - (only) about 2500 hours to turn a ETA/Valjoux 7750-movement into something of their own and this includes a self designed escapement (there is a video of them on RU-vid). The UK builds the best F1 racing cars and the best jet engines... don't tell me they can't built a decent movement. Looking back at John Harrison, they should even use a _detent escapement_ (marine chronometer) as applied by Raúl Pagès in his "RP1".
@@zosothezephead837 Well, a few years ago they did this - more or less - with their EN300/376 movement, a "modification" of the Horage K1. But those watches were (are?) priced above 12k£. With their new Terra Nova product line, they use Sellita movements and - up till now - they don't speak about their future plans with those ENG300-movements...
As a Brit and a Bremont fan. I didn't actually mind the pricing of the products, I thought they put a lot of effort into the case designs, the finish of the watches, the experience and of course investing in the manufacturing here in the UK. The old brand had a lot of appeal to me, I loved the old world, British empire field watch aesthetic (think Smiths or early Rolex) and I thought the founders, being present, gave the brand a much more relatable back story. For me the watches gave the vibe of timepieces from the 1940's and 50's. There was a distinct tool watch, go anywhere aesthetic and I think they got it right using a few well known (in the UK) ambassadors that were either adventurers or ex-servicemen. The new branding is as generic as their new timepieces. They had a huge amount of brand equity and heritage built into the old models and the visual identity. They could have kept this, reduced their model range and reduced the complexity of their timepieces without throwing this away. As someone who works in the brand space, this is a massively poor move from Bremont.
Always been good watches, always been wildly over priced. I like some of the new designs and the reduction in prices, so maybe that will help. Too little too late?
My most hated 'luxury' brand. Nearly every watch is ripping off someone else's name/heritage- spitfires, other planes, hawking, hercules etc etc. Always jumping on fame they don't have any connection with. Happy to see it doesn't work. Absolute scabs.
@@PhilOrmsbyagreed. I’m sick of peoples negativity & nastiness. I have 3 Bremont watches and they are all really good, excellent quality and very robust.
We have a dealer near us who also sell Rolex and Omega and for many years I'd look at their offerings and though "ok, but not quite me" expecting the right one to come along before I'd buy because they were pretty pricey even then. Then I saw the £40,000 special editions and realised they want to be Rolex and think putting the prices up will make them more desirable. It's a shame, I'd like to see a British watch maker making stuff we could afford and want.
The pricing was the major sticking point for Bremont. Truly aspirational. They had some cool looking models and I liked their aesthetic. If they had just slimmed down some of their pieces and brought down the price some I feel they could’ve had some better success. The rebrand is a fucking mess though. Those plastic looking numerals look cheap af and a snap in caseback? Wtf… I thought it was so bad that maybe it was on purpose to generate interest in their legacy models
@@sagnikchaudhuri4142 The only thing that they got going for them is that they are not as gaudy. But in all honesty (I know that they've been downpriced now, BUT), they're not a luxury brand with a history. If I am going to spend around 10k on a watch, it would be an Omega, a Rolex Explorer, or a German watch from Glashütte, but certainly not this bullshit brand. Because let's be honest: we watch lovers buy the watches that appeal to us and our personal taste. But we also want to proudly display them on our wrists and get a kick out of a "Wow! Nice watch!" from other watch enthusiasts. A Bremont doesn't impress other watch enthusiasts and certainly not the ladies.
I’m just getting into watches and I have been watching a lot of watch videos on RU-vid! My dad passed away and after sorting through his stuff I found his Invicta watch. After doing some research and learning more about watches I have learned that Invicta is a “lame” brand but what’s up this watch is going to be my favorite and is priceless to me because it was my dads 🥲
Jimmy Chinn is a climber but is primarily a filmmaker. He is known for his films about climbing and climbers. He famously filmed Free Solo, the film about the guy who climbed El Capitan without ropes or any safety equipment. But why Bremont chose him in his advertisement, I don't really know. I'm assuming he doesn't wear a watch while climbing because a watch can get hung up or caught in equipment and that is a no go.
When I first saw these watches...I thought they were Aliexpress watches. Then realized they were the new Bremont novelties...crash and burn...it's over Bremont
London? Ruined as a city? I've been to close to half the countries on this planet. Undoubtedly the greatest capital city in the world...is London. And I'm not even from there so can't be accused of bias...
@@denis888red Depends on how you define 'greatest', namely, what rubric you use. Ruined implies that somewhere (in this case) is not as good/beautiful/thriving/orderly as it once was. In that case, ruined is quite accurate. Good day to you sir!
I mean, $3k to $5k for a Chinese watch with an ETA movement in it (except for the LJP they tried to pass as in-house) is still a LOT of money. I would just prefer to buy 10 San Martins. The fact that they can go from $10k to $3k overnight makes you realize how much they were stealing their 5 clients.
I do wonder about a lot of their watches that just say "London" on the dial 😂😂. I would also think they're likely made in china and they get away with plastering "London" on the dial because they hide behind the fact that they're "designed" in London. Btw, were you able to confirm anywhere that their watches are in fact made in China? I know some of them actually say "Made in England" but a lot of them just say "London" which is super shady 😂.
Hello and thanks for this video. In my humble opinion, there is no need to talk about more than about their decade of money's lost. The new CEO is just trying to stop that. Is he going to succed? I don't know, but at least he is trying. And can't be blamed about that.
My buddy, a C-17 pilot, had the Bremont C-17 watch. It was pretty cool; the association with the plane was neat. But man, it would be tough to drop $6-$7,000 on it.
I looked at their catalog online a few years ago just to see what and who they were and what I saw were mostly average-looking watches costing what you could get some Rolex models if you could get them at MSR price and defiantly better off with Omega as you can get most of their stuff without the fake waiting list. Or if you like Tudor they are like 40 to 50 percent less in price than Bremont. I don't know how they are still in business. Nothing impressive if you look at other big brands for a whole lot less.
They've started the brand with a name that is similar to Breguet/Breitling/Mont Blanc to deceive the potential new buyers into paying >10000$. They are just overpriced, no heritage brand.
Bremont watches have always intrigued me…definitely a brand that has shown a lot of promise. The main problem with Bremont is that they are charging “established luxury brand” prices for watches with ETA movements. They are wayyyy overpriced for what they are
They never made military ISSUE watches: as I understand it they occasionally sold watches to groups of individuals from military units, who got together to bulk-buy watches in the same way a sports team or similar group of like-minded individuals might want to club together to get a slightly ‘branded’ option. Many manufacturers will offer this if there sufficient numbers to make any minor alterations an option to customise said watches to the group requirements. What Bremont then did, if my understanding is correct, and please somebody, correct me if I’m wrong, was attempt to imply that these watches were somehow “official issue”. This sort of disingenuous marketing upset a proportion of their potential market.
US Mil here. You are correct. The military doesn’t really issue watches. Some individual AFSCs or MOSs get issued watches. What you normally see is SUUNTO and G-Shock bought by the person. I own a Bremont MB3 and I deploy with it. I deploy a lot. I did have a QC issue to start with the GMT hand but that got fixed. I do see other Bremonts deployed but not a lot. I’m not a fan of their new stuff but I can tell you my MB3 is solid and I beat it to death. Don’t listen to people who have 0 time deployed or 0 military experience trying to tell you what the military does.
They initially did some nice military editions with decent discounts but then they overdid it… special editions everywhere available to anyone with a loose association to a particular unit. Now they look like old Daily Mail magazine ‘specials offers’.
I'm british, I collect military watches...never liked bremont. Their new terra....I mean...why buy when you can buy an old longines spirit which is very very similar for a qtr of the price. And that new branding...just the worst. Too many other brands just do it better...cheaper.
Totally agree, CWC make amazing uk military timepieces at an amazing price and everyone knows that military mostly use G-Shocks in the field and the bling is for the bar after.
The identity thing reminds me of Breitling a few years back. I bought one 15 years ago and the store was 100% aviation themed. Go in a store today and they are completely unrecognisable. Still have my Chronomat Evo but don’t wear it and would never buy another one. It’s like they took a scattergun approach and tried to cover every market with no real identity. Bremont has done the same. Have a range of dozens of models and someone is bound to like and buy one.
Davide was responsible for the Tudor Black Bay after he was at Panerai, then he was CEO of watches for Montblanc and responsible for the Geosphere etc., a short stint at HYT and now Bremont. I would say this is his toughest job.
The staff here at Henley are none too happy I can assure you. By staff I mean watch assemblers, logistics, administrators et cetera. These are the people behind the scenes; not dressed in trendy clothes and doing photo shoots!
It’s all those staff and training watchmakers that contributed to their higher prices. But the average no body on the internet doesn’t understand any of that they just drool over a micro brand spec sheet
It doesn't help Bremont that Christopher Ward is killing it right now, innovative, interesting, well priced, exceptionally well made watches less than half the price of Bremont, if you're in the market for a British watch CW would come way before Bremont in most people's wish list.
Christopher Ward has some nice watches. I dare say everyone of them is nicer looking and cheaper than anything Bremont made and most likely better quality.
I’ve never understood the appeal of the brand. They seemed to be all about being British, which is great if you’re British, but that’s not really a huge market. The rock climber, Jimmy Chin, is a mountaineer and film maker. He’s the real deal and is the guy that made the movie Free Solo with Alex Honnold. He won an Oscar for that movie. It’s funny he didn’t wear the watch in the promo photo.
I agree with your opinion. However you missed that the brand changed their ceo and watches along with logo because the two brothers who were prior owners (The Giles and Nick English) sold the business. Thats why you are seeing the change of ceo etc. You seemed to missed this massively. Also you see to be prouncing the name wrong.
The jury’s out on the future of Bremont. Good watches, but I never understood their pricing strategy. With new management revising the lineup and pricing, maybe it will work. Maybe not. After a decade of a losing strategy, they needed a reboot. We’ll see if it works.
Unfortunately they have lost out to Christopher Ward in uk , CW have similar watches but at a more affordable price with a better brand identity ( now) . You can buy a CW in uk for about a £1000 Bremont have been moving to £4000 plus .
@@koolpep Yes that’s the point you can buy a well made Swiss CH watch for £1000 or a Bremont for £4000. Add the 5 year warranty and that’s a real deal.
Tried to swim with the big boys without doing the leg work. Tried to get it through marketing which failed miserably. Should have started out as a microbrand, establishing a brand for themselves, and expanding slowly into a well respected alternative to Longines, etc. But what do I know.
I've never taken to Bremont as their watches were grossly overpriced and their heritage was invented, bribing Jaguar to be associated with them and now they've ditched that. I still remember one of their air (Boeing?)-related chronos with a strange bracket/brace symbol below the middle of the dial. I thought it was somehow connected with the plane, but out of curiosity I thought I'd contact Bremont about it. It turns out the symbol was supposed to be the anti-magnetic cage feature of the watch. Jeez...
As a rock climber, when you have to hand jam or fist jam, you absolutely don't want a watch on the wrist - not even a plastic G-shock - let a lone an expensive metal one.
Too expensive. They should have started the same way as most new entrants with an introductory range, and as they built up their presence slowly increased the price to where they wanted. You can't shortcut this.
I like the new branding and the new watches. Perhaps if they had launched the new direction with a watch from their Sky range it may have been more palatable for most enthusiasts. However, I can still see the logic in launching a new direction with a "Tera Nova" field watch
What are your thoughts on Richard's Mille !! Then, talk about over priced awful looking watches Give them a kicking 🎉 mostly all the watches are over priced And just cash cows jlc , panerai,Rolex even omega now 😢
As a serviceman and a Bremont owner, I bloody love them. Durable, sleek and a good talking point in military circles. Rolex submariners are cool as hell, but seeing them all the time on social media makes them lose their appeal (similar with the 100s of Omega seamasters etc.) A Bremont 1 of 1 or a limited order with the RN dolphins on? Unique and individual and a cause of envy to those that went the way with more publicity. Also, they make great heirlooms or gifts in military families.
Given the price point there are too many other brands they are up against with a better catalogue, history and brand presence. For instance do you want to buy a £10K Bremont or a Omega Speedmaster or Seamaster and have £3K change? They are fighting for market share in a area already saturated.
I remember looking at the brand back in 2016 for buying a watch. I liked the brand DNA but prices were OTT, poor VFM and too much marketing. And I am talking about quality here.
No heritage, no originality of design, average finishes, overpriced watches = annual losses. Too many of these without the hope of recovery = death of brand
Instead of keeping the identity and making the watches a bit more affordable, which they talked about doing, there has actually been very little of that this is basically a disastrous Rebrand with very little attention. it’s a great shame because the actual watches themselves are not bad. You would not have to do an awful lot to make them very good. Go back to the old logo of the propeller and reintroduce the old font. get rid of the disastrous marketing which is just cheesy and stupid and concentrate on how good you have those sellita movements working, there is nothing wrong with that - aim for the market just above monta but just below Tudor in price With these new releases. The brand ambassadors are really really bad. They could with ease have got some absolutely brilliant people. step one. it’s a British brand so find some really good British celebrities who are not currently involved with Rolex or omega.
Bremont are pretending to be pilots watches. A marketing ploy no less and then gave the models away to Air Force pilots and the like. Now I’m not saying the watches are no good, but this was already a well worn path by Breitling and look where they’ve ended up. I looked around a Bremont Boutique a few years ago. The pilot themed BS I found really off putting. Comically transparent. I’ve been a professional pilot all my life. The only guys I’ve flown with in the flight deck wearing Bremonts are ex Air Force pilots who were gifted them I think the company has a lot of potential and I hope they pull themselves out of this mess, but stop pretending to be something your not.
What rubbish. This is exactly where Bremont were clever - the only pilots I flew with wearing Breitling were the ones too keen to let everyone know they were a pilot (ie dickheads you hated being stuck next to on a flight deck). Bremont penetration into military aviation has been enormous, the bespoke squadron watches a masterstroke, and now any exercise or operational deployment you go on has Bremont on wrists everywhere. That’s not pretending to be a pilots watch, it’s actually being a pilots watch. It’s also how you rapidly build an aviation heritage - by having pilots wearing your watches. The MBII and Supermarines were fantastic watches, but only at the prices that the military paid for them (there was no gifting, it was about 40% less than RRP - just a more accurate price). If that was the pricing strategy for the general public too much of the criticism of Bremont would disappear and they would probably have sold a bunch more.
I picked up a Solo a couple of years ago for a good bit under $2K. New old stock, so perfect condition. The watch is worth every bit the price I paid (though doubtful the RRP). It is chronometer certified, well finished, interesting case design, a nice looking movement. In fact, you would not get anything close to this for the price I paid, even in the used market. Now... comparing its value proposition at RRP, different story.
Bremont Watches did have a good brand identity with the propeller logo . But changed it to a north south east & west logo very similar Panzera. However their Diver S300-S500 Supermarine Watches are very cool and I love them. They are good quality so much so I bought S301 and I don’t regret it. The Service & quality is 2nd to none.
Imagine my surprise at 1:10 seeing a Bulova American Clipper ref 98C130. I've been using one as my beater for 3 years - it was the cheapest automatic watch I could find when I bought it as a new-refurbish off eBay.
Rich toffs used to own car or yacht racing teams.Unless you are smart a watch company can also be a money pit.I recall a piece with a plywood rotor and a mad price.A CWC with proper military pedigree a much better choice.
I’m an Englishman and there’s an age old saying you can’t polish a turd but you can dip it in glitter …….to me Bremont has always been that way . My brother purchased afew pieces and every time I looked at the watches I just thought they were a desperate version of a Breitling
As a Brit I have never got the Bremont thing, CWC yes as a British military watch but would never part with the prices asked for a Bremont as it lack the heritage and provenance.
I don't know if it's true but supposedly the brothers that started Bremont are two wealthy inter-generational trust fund kids. And Bill Ackman is a very infamous investor (I wouldn't want to bet against him). So Im going to go out on a limb here and suggest that they know there way around how money works and that claiming losses here is a business strategy for tax minimisation while they are in an attempted growth phase.
I’ve seen a couple gorgeous Bremont watches that seem attainable now.like the S502. With 500 m depth it probably is made better than most long jeans Hamiltons and tudors. If they drop their prices down to 600 people would complain that we have to compare them against citizens and Seikos with much longer heritage. It doesn’t matter what they do haters are gonna hate. Only time will tell if people will appreciate their new plan. I’m saving for my first one and it’s a new model and it’s a beauty.
Bremont has some AMAZING designs. They just really need to lower prices (price a bit below a Tudor). This would give the consumer some options aside from the regular Oris, Longines, Tissot, Hamilton, Tudor, etc. offerings. Their movement specs are just not the greatest at the higher prices. I would then definitely consider purchasing. I do like them, despite what the herd has to say about them.
Ive heard their new releases look better in the flesh. I'll be checking them out at their London Mayfair boutique next week. Won't be paying full retail for one though. I'll let some other sucker do that then I'll pick one up pre owned for half price later in the year!
I tried them on a week ago and they are indeed so much better than on the photos. They are actually quite lovely. I liked all the Terra Nova's without the compass bezel and the new Supermaine is lovely, 904L steel and the new bracelets are very high quality, serisouly amazing stuff. 10x better than the old straps and bracelets Bremont used which were horrible (I have a Bremont MBIII/BZ). They used to be terribly overpriced, I got mine a few years back for 50% less than retail and it still looks like new (their steel hardening works very well). I wish them all the best saving the company! And I am sure you will like them once you had them in your hand.
They cost too much. At that price buyers ( especially the ones with money who don't know what a reference number is or care to know ) want name brands - companies that they have heard of all their adult lives. I think Bremont watches look cool and I Like their back story, but they are too expensive.
There's no way a company with fighter jets can fail. Simple business 101...if you have fighter jets and jagged mountains being climbed, you will roll in the money. Mic drop!
We honestly need a few of the more well-known watch makers to go bust. Some watch makers are coming out with interesting consumer level stuff, Citizen, Seiko, Tissot, and even some of the micro brands if you fancy something very classical with no innovative movements. Nothing against Bremont specifically, I just feel we need a big shake-up.
Switching from military marketing to outdoor marketing makes you question what they are or stand for? No watch that isn't a quartz and probably a Casio should be used by the military or outdoors. Real people do not use £4k watches in the military or to go hiking. Almost every watch company that uses this type of marketing is bs.
I think even at $4-$5k they’re still too overpriced. I would take a Tudor or Longines 10 out of 10 times. I think they would have a better proposition at $2k
As an unbias business savvy entrepreneur, I can’t fault their vision and effort in terms of their identity and who they want to be. However, one can certainly question their ability to execute. There revenues speak for themselves. Whatever they’re doing, they’re clearly not connecting with enough of audience to drive a profit. As an enthusiast, I don’t particurally like the brand. But I do wish them the best of success.
What Bremont needs to now do is re-introduce their past catalogue in the new, lower prices. I think that their old designs in the same price point as Tudor were attractive. Serialise them. These new ones are Explorer watches. The re-released ones are the “Warrior” series or some shit idk. They need to move fast or they’ll die.
@@LesterLovesWatches to be fair, he's the most Bremont target customer ever - father was in the forces, total sucker for the idea of heritage, loves taking his watch places so he can take photos of it, talks with an odd unnatural cadence, floppy hair.
I'm not even a Hamilton fan and I would gladly buy a Hamilton over a Bremont. And at the price their selling, I'd rather buy a METAS certified Tudor , which would be better looking
I don’t think I would ever purchase a Bremont. Not my Jam. It doesn’t seem that they are marketing to the watch enthusiast who know the history of the brand. It’s interesting to see that they are trying something different instead of doing the same thing hoping for different results. Do I think they will succeed? No
Supremacy in air, sea and sky. So basically they have turned Brenont into Mercedes. I first heard of the company when Adrian went to some kind of posh launch in a central London ‘townhouse’ and came back with stars in his eyes, singing their praises. Then Archie coined Brewmont and the rest was tragic history.
You don't wear watch or other kind of strap, for safety reason that no climber didn't think about you must even remove ring when climbing. So in fact the fun fact is not the photo but the fact to use an outdoor activity where it is advice to remove his watch for safety.
