Luxury British watchmaker Bremont has just opened its first store in the US on Madison Avenue in midtown Manhattan, New York. It is the company’s first stand-alone boutique in the country. The launch represents a significant milestone for Bremont, which has come a long way since its founding by brothers Nick and Giles English in 2002. Recognised for their work with big name brands such as Boeing and Jaguar, their new store features a large Jaguar exhibit and an LCD Boeing display.
Guests at the event included well-known celebrities such as actress-singer Megan Hilty and actor Philip Winchester and America's Cup yachtsmen Jimmy Spithill and Russell Coutts. The company was recently announced as an official sponsor of the America’s Cup, which begins in Portsmouth on 23rd July. The trophy had pride of place at the store’s opening. The evening was also the debut for many Bremont special editions. Known for their aviation watches, Bremont’s new timepieces include waterproof watches suitable for sailing and classic 1930s-inspired white and rose gold pieces.
Bremont Quality and Craftsmanship on Display
Catering to the high-end luxury watch market, Bremont - named after a Frenchman but very much a British company - has become synonymous with quality and excellence. Now arguably the largest British watch brand, they produce around 4,000 watches each year. With their family history closely linked to aviation, their flagship piece is the limited-edition ‘ultimate aviation watch’, which incorporates sections taken from the original Wright Brothers’ inaugural flight.
Carefully Crafted Chronometers Versus Modern Technology
The news signifies an exciting time for the industry. With increased interest not only in skilful engineering but also classic elegance, the British luxury watchmaking trade is experiencing a boost. The popularity of aesthetically pleasing chronometers as a lifestyle item has also meant that British manufacturers, including companies such as Bremont, are taking on the Swiss heavyweights.
‘Swiss-made’ has always represented a measurement of quality in a watch, and yet the industry has not always ridden the storm and come out stronger. With the advent of the quartz watch and Japanese mass-market production in the 1970s and 80s, many Swiss jobs were lost and a massive rethink was required. Now, with new inventions such as the recently released Apple watch, the potential threat smartwatches pose to traditional chronometers has never been more apparent.
The Swiss watch industry succeeded back then by focusing on quality and luxury over quantity. In terms of value, more than half of the world’s watches are currently produced in Switzerland; but in quantity it is only a fraction. A return to classic masterful engineering and craftsmanship has been at the forefront of the recent surge, and British watchmakers such as Bremont are coming out on top. Traditional-looking watches are on the rise, and quality is considered vital.
The tradition and excellence displayed by Bremont stands in stark contrast to the new brands on the horizon, whose attempts to join the luxury watch market are being watched carefully. With warnings that the industry must modernise or fall by the wayside, new technologies cannot be ignored. Perhaps the true measure of the future of luxury watchmaking lies in Bremont’s values: passion, spirit and timeless timepieces. For the art of horology, the future looks bright.
