Hands-on: Bremont Terra Nova + new BRAND 

Those watches look like fossil watches from 10 years ago 😅

Davide Cerrato has done it again! Increased the sales numbers on Tudor watches I mean.

I cannot stop laughing Adrian😂

Terrible branding. Terrible changes. Ripped away their USP to make generic watches, remaining at a highly competitive and crowded price point with now nothing that makes them special. I genuinely couldn’t tell you why you would ever choose these over competitors at similar prices or below!

Bremont has shot itself in the foot, knee and face

Looks like they were designed by A.I. Prompt: 'vintage looking field watch. Panerai case, IWC type 20 pilot numerals'.

Very diplomatic review...but I was expecting more of your own thoughts on the design and feel

The rebrand was completely unnecessary. The original had built up recognition. I agree with Nico on this. Took away some of the British-ness

The issues Bremont faces are not an issue of "not liking change." It's that the thinly veiled attempt to replace the soul of the brand with "safe" margin-squeezing choices. The reasons are all in the omissions: - Notice there are no more mentions of the movements being chronometer rated. - The pride of developing a British-made movement (i.e. the ENG 300) has been completely abandoned. - They have stopped hardening their steel. - The trip-tick case that Bremont was so proud to feature have been replaced with a generic case that is cheaper to mass produce. - The number of different models models on offer have been consolidated; instead of choosing a different design, you can choose... a different color. - The new design choices undercut the adventure narrative. Two specific examples: 1) The new Supermarine dial has 4 equally bold marks at the 12, 3, 6, and 9. There is NO WAY an actual diver signed off on that. 2) The GMT version swapped the timing bezel insert for a 24 hour GMT insert but kept the unidirectional 120 click bezel action. A 24 hour bezel insert is of no use for diving and a unidirectional 120 click bezel is of no use for utilizing the GMT function. We understand that Bremont needed to change to survive. But these are all the wrong changes.

$5000 for an ETA7750!!! Getting Hublot vibes.

As an owner of 5 Bremont watches, inc a MB Stealth released only a few months ago, I'm really disappointed that the company I really respected for their uniqueness has decided to go down this route... Couldn't agree more that they are very Hamilton-esque (very nice watches too as I own 2 of these too), but Bremont were a class act and I feel they've diluted this sadly!

I’ve been on a factory tour at Bremont and met Giles - was really bought into the brand values. With this rebrand - it seems to have lost its identity….

Maybe the new designs haven’t found their footing yet, but it’s not like the previous stuff were classics anyway.

What happened to their plans for an in house movement??? I can get a Christopher Ward with a selita movement for a third of the price.

Brand name is too big on the dial. Too much text, font sizes are big. LONDON text could've been moved to the periphery, like "swiss made".

Think you’ve been quite kind on them there Adrian! 😊

bremont is so dead

As near a sponsored post for Bremont without being a sponsored post I think i've seen. Adrian we are used to you having an opinion.

Surprised no criticism from Adrian, he seems to like the new watches. Personally I think they look terrible, the numerals are clumsy and ugly

Agree with most of what you said, however there is no way the pricing can be considered reasonable. At this price point, they’re competing with Tudor, Longines etc most of which have genuine in house movements and are Swiss manufacturers. If you want a British made watch with a Sellita movement, you buy a CW for half the price of these models

Was a Bremont fan. Big fan. Davide Cerrato has ruined Bremont. Trashed the brand overnight. Used to love them. Now, they can get in the bin 😭

The propeller was such a timeless and classic logo. Disappointed they’ve change that, but hopefully they can grow into what they hope to, without losing too much of their core fans.

They’ve done too much too suddenly, the new logo has gone down terribly and it’s all totally unnecessary. One of the first mistakes is this constant screaming about being English , that’s an absolutely stupid thing to do because the European country that is successful with watches outside of Switzerland never scream about being German. This nonsense started with talk about their own movement which was completely unnecessary and has driven up costs tremendously, then we look at these new movements and many of them are ridiculously overpriced. muhle could’ve provided some inspiration here. there’s nothing wrong with the cases or the bracelets. They simply need to go back to the old font and get rid of that stupid logo except on the crown it can stay on the crown because nobody will care and that would save them some money maybe they could have a sale of the new logo which would bring in a lot of revenue quickly.

Big mistake.

Horrible rebrand

Are Stone Island making watches now? I all seriousness Davide has destroyed the heritage of a British watch brand so many enthusiasts loved so much.

Bremont didn't do anything for me with the old logo. Still doesn't.

Good for Giles and Nick that they got a sale as I know they've been looking for a buyer for the last 3 years. That said their new brand logo looks absolute crap and new designs are not attractive. I greatly prefer the old branding.

Surprised how positive Adrian was with these relative to the rest of the watch community, as effectively tried to caveat every negative with a positive, at least he’ll still get invited to their events then

This rebrand has been a total disaster for Bremont. The new logo itself is awful and the watches are hideous! I appreciate that something had to change; given that the company has been operating at a loss for years, but was this really the answer? There’s nothing wrong with having a new logo/insignia on an entirely new range, but to replace the original brand logo entirely is nothing short of an act of lunacy! They could've actually gone with 3 different insignia for Land, Sea, and Air, but the historic prop logo should be the overarching brand logo. I’ve heard that they’re not planning on changing the logo on the older aviation models, MBII’s etc. but this just screams of a knee jerk reaction to the aggressively negative reception of the rebrand. I suspect we’ll see a similar “dumbing down” of the aviation line in the future once they've managed to shift the remaining stock... if the company last that long! Bremont is a brand that I really took a while to warm to, but preowned; they’re unbelievable watches for the money, the MBII/U-2 in particular are incredible watches that I’d recommend to anyone. As others have said previously; the main issue with Bremont historically wasn't the watches themselves, but the insane RRP - An MBII is simply not a £4K+ watch, but at £2.5K it's a no-brainer! I won’t let the current rebrand stop me from buying older (Pre-Cerato) models in the future, but I’m not certainly not interested in these post-rebrand looking monstrosities. I’ll add that Bremont’s handling of the negative reception on social media has been beyond laughable; hiding comments on IG, and blocking anyone who dares to comment negatively about the rebrand - They're currently operating no better than a Facebook scam company.

Horrible changes. Looks like a completely different brand and not a good one. CEO better wake up or they’ll be CEO somewhere else

So for around the same price you can buy a Tudor ranger with an in-house movement, COSC certified and 70hr power reserve

Why would anyone in their right mind not get an Explorer, Speedmaster, Tudor or Breitling & go for a Bremont instead. Amazing how a brand like this has survived.

New logo is… unfortunate.

These releases just don't seem very Bremont. They look like Mont Blanc / Longine / Hamilton homages with the Stone Island logo slapped on the dial. Seems like they searched for 'what is a popular brand' and stone island popped up and they went for it. Perhaps these watches are nicer in person, but I'm not feeling this new range.

Never been a fan of Bremont and even less so now. I much prefer the look of the old logo and designs even if they’re not for me.

I haven’t watched it yet but if he doesn’t slate them he is on retainer

Don’t like the new branding & I feel the lume numerals are just ripping off Vertex. Not for me!

The Terra Nova is the nicest looking but I’d rather buy the similar looking Hamilton.

That new branding is utterly hideous, it looks like something you'd find in an Argos catalogue.

The watches are on the same level as Squale but priced as Tudors 😂😂😂

No mention of the loss of the TripTick case? Pricing has been reduced, slightly, but so have the watches, a lot. The brand non-identity is shockingly poor. There was nothing wrong at all with the classic Bremont logo. Remove the propeller where you don't think it's appropriate but replacing it all with a NATO-esque compass and generic text? Nah.

Bremont doing Aliexpress homages😂😂😢

I couldn't dislike the shape of the case any more than I do.

The new logo and branding are big mistakes ...

They needed to do something! The older designs, while nice, were overpriced. The new designs? It really seems like they look better in person. The logo is too big and an applied logo would look better. Type at the bottom is either too much or too big! I like the arabics in blocks of lume, but there's something unsettling about them!? Typeface? They need a surround possibly? Not a flattering shade of fauxtina? Sadly for you Adrian the super lux owners gatherings are probably going to be scaled back quite a bit, but realistically how many owners could realistically attend anyway!? Did they shoot themselves in the foot? No! They needed to change course. Fortunately, they are in a good position to find solid footing again.

Amazing how people get hung up on a logo. I see no problem with the design and falls into a price bracket competing with the likes of Breitling etc. As for a screw down crown, well if its limit is 100 m WR, then it doesn’t need a screw down crown. Even most professional divers rarely exceed 40 meters. Bremont has to change or evolve to survive in a cut throat business, so naturally it is going to upset traditionalists, oh dear, how sad, never mind! If Bremont doesn’t change, then there will be no more Bremont to complain about. Bremont is looking to newcomers and with that CEO’s reputation, they should succeed.

Mmmmm. Can't say that I'm a fan of the new design look. I feel like Adrian pulled his punches on this review for some reason. Nothing stands out to me here, at the moment. Not one. Having said that, I look forward to the new direction under new management after the previous track record of success. Let's hope lightning strikes again after turning around previous brands. GL!

I hate the new logo & don’t enjoy their new design. But I’m just me, a watch dork. This might have more mass market appeal. Their previous over the top tough-man marketing was pretty terrible.

I was considering a Bremont, hoping they’d update their movements and move forward. The new branding and designs are absolute shyte. Bye bye.

You must have some sort of relationship with these people because you're being incredibly kind. There's just so much wrong with these watches it's hard to know where to begin...the case shape, the comically large Bremont branding, the faux patina, the new logo, the power reserve, the movement, the pricing...These are an absolute mess.

Bremont always seemed expensive and unappealing to my eyes. Not being British, I wasn’t particularly interested in their Britishness. I understand why they’re trying to reach new audiences, but I’m not rushing to buy the new ones either.

Shinola vibes. But since you’ve turned into a crap advertising channel, of course you love them.

The problem now is that they are too expensive compared to a microbrand offering something objectively similar and too cheap compared to “luxury” brands like Tudor. The dive watch range also looks, truly, shit.

£3k and no screw down crown... yikes!

Bremont was exciting to me, but a bit overpriced lately. I was rooting for a pre-owned piece down the line. That hasn't changed for the English-brothers-era of Bremont, but I feel like the new Bremont should be bolder in order to be as desirable. Cheaper (3rd Party) movements are ok for me, but the design needs to be even better then!

new branding legit sucks, logo looks like one of the generic livery you get in Railroad Tycoon

Didn’t like previous Bremonts, really don’t like the new ones.

Let's hope there isn't a new Bamford collaboration...

Not a fan

Great video Fair at the price point but lacks something standout and unique. Bremont need to play more to their heritage (military tie in etc) Otherwise feels like a UK answer to Panerai meets Breitling with a bit of Hamilton thrown in. But each of those brands have a more distinctive feel and stand out model(s).

I think the changes Bremont are making might undo some of the brand recognition that was established over the last few years. They have a loyal customer base who are willing to choose a their watches over a luxury Swiss option. Worse case scenario would be to alienate the current customers and having to win them over again.

As an owner of a Bremont, and your NATO strap, I'm sorry, but your NATO straps can't help their new watches in any way.

I didn’t particularly care for bremont before but now I don’t even know what it is

Saw them today and had them in the hand. I was very surprised, much much better in the metal than I ever thought. I really liked them a lot. And the new Supermarine even more. Very nice case and bracelet and lovely design that works really well in hand, better than on photos….

I really liked the old Supermarine, it was fantastic, interesting and different. This new brand face seems as a step back.

3rd party funds won't lead to one thing, and that's returns on their investments.

I'm not one to be negative but.....Bremont! OMG! For me the only watch they produce I could stand to wear is a black dial Solo, their entry level watch, that for me is their best effort. The rest are beyond average for me, and frankly just ugly and unoriginal and uninspired, unless its all fuelled by a burning desire to be mediocre. Bremont need to reduce the line and make perhaps a dress watch, a diver and that Solo (passable), and that MB thingy. Thats it! No more ! The new guy in charge has a particularly small shoes to fill me thinks. The less said about the back story of the origins of the Bremont name, the better! Just utter tosh!

Nasty rebrand

i prefer the old bremont logo / branding...

Its just too far away from the existing styling to make sense Feels like they had the designs set for a new company and Bremont bought them. Nothing Bremont has done is recent memory seems to elevate their profile like CW has been able to do. CW is very competitive in their pricing while Bremont seems to want to compete with Tag and Tudor without the brand heritage to create interest.

Ive held the watches, tried them on, thought not bad, I like, but ............what else is available within the £3000 - £5000 price bracket 🤔 . I also dont know why this 'Great British Watch Brand' weren't part of the British Watchmakers day in March this year?

Branding is way off and they have binned what seems like any sign of Bremont as we all know and love. Such a huge shame. The new logo looks far too big on the Supermarine and where is the Trip- Tick case? Urghhhhh.

Bremont have been on my radar for a few years now. Interesting company/branding and good quality. A bit chunky though. But with this new direction, new logo, new line.. sorry folks it does nothing for me.

I know Bremont is definitely not alone in this, but I hate brands that aren't open about the movement base they're using. Breitling has done that too, for example. In contrast, Christopher Ward is transparent about their movement base.

Ironicly I think they have lost their way, boring and used many times logo, massive and I mean massive font on the dial ?? Shockingly bad lume. Movements ok I guess. Designs are all a bit meh. The value is just not there. Way overpriced.

Disaster, ugly, unbearable, expensive to that look.... wow, bye bye Bremont, that's when you bring corporate over artists and founders.

The watch looks crap and the logo looks crap, but apart from that..........Both cheap and tacky and neither conveys luxury or value.

Good news for those of us who invested before this change, I feel a potential uplift in prices for the older models???

Don’t like the new branding, don’t like the new style and don’t like the watches. Fear for Bremont’s existence now they made good looking and distinct looking products.

Brilliant transition into the B&J strap ad!

What if we changed from making our expensive "meh" watches, and started making expensive "Ali Express" looking watches? - new Bremont Mgmt Team

Logo: Awful. Watches: Awful Decision not you use in house movement: Awful Davide has absolutely trashed this brand, these watches look like generic microbrand watches. He's manged to suck all the creativity and life out of what was a quintessentially English watchmaking company.

I'm all for change, but.....take a Bremont, take away the three-part case, their design language and the 'britishness' of the branding, and you've got a generic retro watch with a SW/ETA movement. In that market, there's much, much stronger offers from other brands. Sorry Bremont, in this case, I'd take my money and buy 2 Baltic Hermetique in different colors and spend the change on a decent holiday :D

Well difficult to be fair from just seeing videos and photographs, but what I've seen is a big misstep imho. These look like watches designed for 12 year-old boys. Action man watches. The "Clarkes Commando" of watches (that dates me).

Was close to buying a Bremont, I loved what they stood for and really liked tye aesthetics of some the designs and the logo. Not any more, i don’t like the new logo, amongst other things it feels cheap to me. Shame as I really want to support British watchmakers, but I have to be honest.

Never could take that brand seriously after the whole ‘in house movement’ lie back in the day, but now… these just look cheesy.

I don't take issue with the aesthetics of the watches or the new positioning, although it does seem to resemble Breitling's positioning. However, the change in logo and font didn't resonate with me; it appears cheap, even at a lower price point, which still amounts to thousands of dollars. I understand the company faced financial distress, largely due to investments in a building in the UK-an investment that seemed premature. Nevertheless, I hope they pivot and explore options for UK-made watches at accessible price points, without resorting to mere mimicry or diluting the brand's integrity.

I actually like the new designs. But they are still making the same mistakes. Those prices are pushing into Tudor range, which I'd rather have.

After admiring the aims, ethos and development of Bremont for quite a while I finally joined the ‘club’ last year. And then - 💨 - it’s gone. Interesting that a recent collaboration was with Bamford - kind of dumbing down, I thought - and now this rebranding and collection look just like Bamford. Horrible.

proud owner of the MK11 jaguar for the last 5 years. They don't have a single new watch I would consider spending a penny on. Completely lost the plot.....

New Bremont, very sadly, perfectly embodies post Brexit UK : vanishing British identity, bland features, total lack of confidence, all coming at a fairly high price Makes a very strong case to buy a Sinn : authenticity German, built like a tank, purposeful looks and realistic prices.

Who the hell designed these things ? The new font for Bremont is bland, hackneyed, predictable and cheap-looking. Oh dear. I hope the English Bros. have taken their money and are running for the exit. It’ll be a Herculean task to save the company - given the investment that’s been made in The Wing etc.. They can’t be making much profit. Still, all their new kit will be a nifty buy post-receivership….

Change is not always bad, but change for the worse, is by definition, exactly that. This would appear to be a very miss judged move for the brand. Hopefully they have the backing to come back from what is going to be a painful 2024. It is a shame to see what is/was a really cool British watch brand and success story, pivot to this.

I HATE, HATE, HATE the new brand. It is so clumsy and brash. Their previous logo was so understated and elegant plus it spoke of their heritage, the story of the bi-plane was in the logo and now it is gone, I was genuinely heart broken when I saw it. The new logo alone is enough to stop me looking at buying any more Bremont watches (and I LOVE my Bremonts).

The logo and branding colours are awful and look cheap. They have stuff with the original branding. Not sure on the terra nova range, think i need to see it in the flesh. Personally, i feel like Davide has striped bremont if it's identity and its USP and created a range of bland simple watches. I believe bremont could have moved forward by doing a number of things: 1) Kept logo and brand but used better marketing and traded off the british identity like jaguar did in the mid 2000s with the good to be bad jaguar tv adverts. 2) kept the exiting range but maybe facelifted the broadsword range and reduced the limited editions. 3) Brought out a supermarine s200 at 36mm, s300 at 40mm and s500 at 43mm. That might have helped attract smaller wrists. But back to the original question, not a fan of davide's changes and think he has lost the identity of bremont. Bring back the english brothers to take us on a story

As a current Bremont owner, yes I agree it needed to introduce new models. But totally changing the logo? and getting rid of the heritage value? All I can say is the new logo looks "CHEAP"! They just got sold an idea of a "marketing agency" that they needed a new logo for a refresh. They can learn a lot not from Tudor (As it is basically nothing but releasing "back catalogue"/re-editions) but from revamping of the Breitling brand.

Same price point as Tudor but with Selita and ETA movements......seems like much less of a value proposition. That chrono is rather fugly too It's a pass here unfortunately.

What do they mean by a new brand ? Are they still Bremont ? Seems like floundering to me.Its like they are now at the level of a crowd funded microbrand .Plus they betrayed all the customers who bought into the secret inside club of being a Bremont wearer..I watched Federicos video on this.He called it a disaster.

Your being very kind. Reasonable, for ETA's and Sel. ? The designs are questionable and less attractive. The specs have significantly decreased. The brand identity was better before. The new logo is horrific. They now remind me of bell and ross. Entry level with mid tier pricing. Sorry bremont but tudor will be smilng at the extra pounds from your strategy.