Introducing our Logo - The Wayfinder - By Bremont. Tool Watches. Built to Explore the World.

[@AnagramAutoclassics]

What was wrong with the propellor motif?

[@BremontWatchCompany]

Our ‘Heritage Logo’ was first introduced to the brand in 2012 and will continue to feature on the ‘Altitude’ collection of Pilot’s watches and within our military collections. 'The Wayfinder' design builds upon Bremont’s founding propeller identity, overlaying the marks of a nautical compass and weaving in elements of Bremont’s home nation’s Union Flag. Our commitment to the creation of fine mechanical watches is also conveyed through a sense of movement and rotation. The Wayfinder, is our guiding beacon, built to explore the world - not just the skies.

[@AnagramAutoclassics]

@BremontWatchCompany Thanks - that makes sense. I think it will help broaden the appeal. I have four of your watches, and I'm tempted to get a fifth. MBII, S500, Broadsword and Jaguar.

[@myhonesttake7527]

@@AnagramAutoclassics I thought I was the only one who appreciated Bremont to the tune of multiples of their watches! Great choices by the way.

[@garethprosser6257]

Great watches. Love my MB and Boeing Titanium. Love the new watches.. not 100% convinced on the logo... I kind of love the propeller one

[@BinDarwish]

I love the union jack idea! Best decision imo

[@rowanbrown6376]

I really like both of the new models, and the new logo - more of a geographical/explorer vibe

[@DarkAtFour]

Love Bremont so much ( and I appreciate this is ridiculous) but I actually feel betrayed! I know - silly right but this is new look is so bad

[@squirrel6338]

Not so ridiculous, I feel somewhat similar. As well as being handsome watches, a big part of the appeal of the brand for me was their journey of bringing watchmaking back to the British Isles. For many years now the cases & the decorated rotors have been almost completely made and finished in their workshops, as well increasingly more and more internal components being made or decorated. I understand that is all completely out now. That is a betrayal of the brand and the fanbase. It feels like the brand is gone. I own six Bremont watches which I'm very fond of, there are a few more special editions I'd love to get my hands on but the new watches generic designs and cheap & nasty rebranding are not Bremonts to me

[@AnagramAutoclassics]

Part of their appeal was low(ish) volume and strong, simple design. The current designs are moving away, probably to increase sales volumes to match the bigger players. Yes, they're still built in England, but the brand seems to be drifting into international waters since Nick and Giles have stepped back.

[@randmacct636]

Is this the same guy who put the poop💩 logo on montblanc watches? [Edit: montblanc removed it in their latest w&w 24 release going back to original, BD - before davide] My prediction this new range is going to flop so hard he's gonna be changing jobs within the year. Without the original brand ideology, design language and north star, bremont is simply playing at the christopher ward farer level - and going to lose badly mark my words. I am so angry because Davide removed every single tenet of what made Bremont special for me, akin to destroying the brand which the English bros took ages building up foundations. @BillAckman

[@garethprosser6257]

Not sure fan of the logo either.... old one was perfect and spoke to the real heritage of pilot. Was why I fell in love with the brand on the first place after hearing the brothers story

[@DarkAtFour]

Sorry- massive / huge fan of Bremont but this logo and rebrand is just overly complicated (a logo you have to explain is not good design) reminds me of the natio flag, don’t like the new font, cheapening the brand appeal in my view- could be any watch/ a logo for anything. Terrible- sorry

[@robb9uk]

Therein lies the point, their mission is to attract new fans and customers in new and existing markets, not to re-appeal to just an existing client base. Only time will tell whether this rebrand will succeed. Also, they will be doing a multitude of other marketing and design initiatives beyond a new logo and font to expand.

[@mbell7498]

I would rather have preferred that the new logo had become simply the Bremont name, without any added symbol. The old logo is too much better than the new one.

[@WristwatchWorkshop]

This explains the shape in the clouds in the teaser

[@AnagramAutoclassics]

Good spot!

[@welldai]

Nope, not a fan of the new logo or where this is going. I hop ethis isn't their Gerald Ratner moment

[@robb9uk]

Why might it be that? Did they make an absurd proclamation insulting their own product?

[@squirrel6338]

@@robb9uk Not too far off it. Davide seems to be trying to completely disown all of the brand history. I'd like to think they have consciously decided to abandon all their existing fans & customers with the aim of building a larger new customer base. However I have a feeling the new guy has misunderstood the brand and the appeal of their journey and achievements so far. I'm not sure which of those is worse.

[@robb9uk]

@@squirrel6338 Hardly, not even close to what Ratner uttered and happened that infamous day when the stock price fell off a cliff and his family firm subsequently went bust. Not ‘all’ either. Time will tell and for sure he is looking beyond the installed base. That is his mission, personally confirmed. Challenging job and as they say in Italian, videamo. Seems some ‘fanboys’ have been upset by a new logo, some new adventure watches and a thinner case profile. Touchy-muchy.

[@squirrel6338]

@@robb9uk They've upset the 'repeat customers' not 'fanboys'

[@TheBrah808]

NATO