Reviewing the new Bremont brand. Is it that bad?

Bremont relaunched their brand. New logo. New branding. New positioning. New watches. The haters are calling this the death of Bremont. Some just ignored them. It's hard to find someone loving their new watches?
What's up with Bremont? Why the rebrand and will they succeed?
Cheers.
For inquiries and collabs: [e-mail]

[@jeanlefranc3817]

1) the Anglophile in me loved the Ole British Empire vibes of 2023 Bremont. 2) the new Bremont makes Baltic look incredibly creative, sexy and competitive. 🇫🇷 !

[@mouisehay930]

An anglophiliac frenchman?! Will wonders never cease?

[@paulketchupwitheverything767]

@@mouisehay930 Well, Bremont was named after the owner of a French regional airport.

[@user-bx6zm5gj8g]

Competitive maybe.. but sexy and creative is a bit of a stretch.

[@jeanlefranc3817]

@@user-bx6zm5gj8g last time an Hermétique was released, it was before WW II if I am not mistaken. Not bad from Baltic.

[@patrickol4300]

ANGLO, DOESNT EXIST NOW. JUST MONEY GRABBING, SUB-STANDARD NONSENSE PRODUCTS FOR ABSOLUTE DOPES, WITHOUT TASTE, CLASS OR EDUCATION !

[@dalesmith7250]

When you mentioned "management consultants, generic marketing insight" and "compromise to agree on" all I could think of was the phrase "Ferrari by committee".

[@Mike.thiswatchthatwatch]

lol. Ferrari by committee... 😂

[@revenanke3132]

Spot-on analysis. People that buy generic watches want the best value. People willing to spend a premium want a brand with a distinct identity and unique watches. It seems to me that the ex-Tudor marketing director tried to make Bremont universally appealing without the economy of scale needed to execute it.

[@Mike.thiswatchthatwatch]

Agree on your perspective 😀

[@viniciusacmauro]

As a Marketing professional I feel they didn't do a very good job. It is not clear why you need one of their watches or what makes the brand unique. As a watch enthusiast, I feel this brand is another reason why I tend to stick to watches below $500.

[@vincenzocherubini2424]

You could say the same about Rolex, but then people don't seem to question the prices, particularly for their basic models such as Explorer. £6000+....Really?????

[@viniciusacmauro]

@@vincenzocherubini2424 Well, I think Rolex does a better job on the branding front, but I still wouldn't buy one. If I had more money than I could spend, maybe I would see things differently, but I can't really see that happening.

[@shamelessplace111]

Rolex is the saltine cracker of watches maybe at one time in the past it was maybe the Ritz cracker or townhouse cracker but nowadays straight up saltine bland ass cracker

[@cosmodoc]

at least Rolex has heritage

[@eyeheartsushi2212]

@@cosmodocexactly

[@DrBob0910]

Terrific presentation! I did look at Bremont but opted to stay with my TUDOR Black Bay 41. Great work!

[@Chairborne628]

I loved the rebrand so much I went out and bought the old Supermarine s302...

[@peterrichardson9248]

I’m doing the same.

[@markikn3183]

Exactly right at 12 minutes on the market for $3k field watches. I watched this vid wearing my Hamilton Khaki Field Automatic (paid $500). The Bremont may be a better watch than mine, but no way do i upgrade!

[@silv3rArrow]

And even those Khaki are increasing in price now. But yes, the diminishing returns are astronomical

[@shaunpatrick8345]

Same here, wearing a slightly more expensive Zodiac Field Olympos (bought in a sale). It does everything I need and even has a "weird case shape" that he says the mass consumer doesn't want. As a fringe consumer the Terra Nova case appeals to me, as does the fact they're making the watch look tough and resilient, but the dial's too crowded and the watch is too expensive for the category.

[@markikn3183]

@@shaunpatrick8345 Yes. Mike has pointed out on many occasions that this $3k market segment is extremely competitive, here we have a case in point. I can think of at least 10 watches i'd spend 3k on before this one, without even breaking sweat or opening up Chrono24 etc.

[@mindfulawareness1]

You've been gentle and as fair as possible in your evaluation. Only some new marketing genius can save them. Who will buy these watches instead of say Tudor, Oris, Longines? What distinguishes them? Not specs. Also bored of all this 'adventurer' marketing. Others pull this marketing stunt too, to be fair, but then they are much more affordable, with the same specs. It's a big challenge for Bremont, but I reckon they were forced into this very competitive segment. They need amazing designs, fantastic quality, higher specs and exceptional customer service in this space, with those prices, and then somehow make a profit. Not easy.

[@DANNY35870]

@@mindfulawareness1 Exactly my thoughts. Losing heavily on both the value front AND heritage front... yikes I wouldn't be surprised if they went out of business soon.

[@Newerasamearea]

Bremont was a strong niche brand with no competition (it was the luxury professional military aviation watch of choice with a religious following. All it needed was cost control to become profitable and then better marketing to expand its market from niche to crossover.

[@borassictime918]

Vertex delivers far more for similar money and aesthetics. And yes, where is the common design language? One thing is for certain; if you don’t make a profit you WILL go out of business when the cashflow runs out.

[@ProfessorPesca]

Baffles me how little we see of Vertex. I can only assume that their marketing is absolute garbage. I’m really interested in an MP45 but can I find a single decent video review of the watch?

[@michaelfierman3256]

At least when you used to see a Bremont you knew that's what you were looking at. Now one might guess it was some new microbrand that you wouldn't give a second thought to. Then you'd see the price and either shrug, laugh or make a snarky post on Watch Crunch. I always thought they were too expensive for what you were getting, but I could see that if you loved that triptych case ( which I did) , or some other elements to their watches. Or you bought into the story I could see owning one. The white dial Solo was a great looking watch. My problem was that I wanted other watches more and had they been the price of a Farer for example I would have owned one. Your summation was spot on. I do think however that they will fail. They have nothing to offer artistically or value-wise

[@chrisg1234fly]

agree totally

[@davidmulligan42]

A good analysis. The only Bremont watch that ever caught my eye was the one they used on an ejection seat when testing their ENG300 movement. I don't know if they ever sold that watch, or if it was just a test bed, but they have nothing that interests me now.

[@MeestroDavid]

As usual, a fine analysis. At a time when brands should be setting themselves apart from each other (oversaturation of brands in a contracting market), Bremont seems to be charging out of its niche only to disappear into the glut of mid-tier brands doing, saying, and selling exactly the same things in exactly the same way...which is no way to get noticed at all.

[@Mike.thiswatchthatwatch]

bingo 😀

[@Valera_Scotland]

Wearing the Smiths PRS-29A.. for £400.... I think we've become desensitised to prices

[@gazz501]

What? A Scot desensitized to prices? Nay!

[@Valera_Scotland]

@gazz501 ha ha ha yes maybe not! 😄

[@TheSlowoldman]

I agree on all points especially the "God made a farmer" commercial...... one of the all time greats of the advertising business. To me, Bremont is Kingsman, that is how I first learned of the brand and at least to me that particular part of their watch line is still very cool.

[@Mike.thiswatchthatwatch]

I'm pretty sure I cried when I saw the Dodge commercial the first time... And I'm not a farmer... 😀

[@ArcUrSki]

"So I dragged myself back"....18seconds in and Pow! Appreciate you keeping it fun!

[@gavinwhite9743]

As someone that works in the branding Arena, I can’t help but think they have lost too much that makes the brand distinctive. Luxury watches need a strong brand story, as the non enthusiast is less worried about COS and more worried about quality feel and look, linked to branding. In a market selling less volume with a race to increase spend per watch, it looks like the marketing consultants used 2022 data.i fear the lack of brand story is more worrying than the product, which is easily improved.

[@paulketchupwitheverything767]

Maybe it was distinctive but there are only so many Biggles fans out there.

[@Jedimaster36091]

@@paulketchupwitheverything767 True. I fear Bremont grew too fast and big for their customer base. Maybe they could've be profitable had they didn't try to build their own movement in UK, in their new HQ and didn't expand with its boutiques.

[@Mike.thiswatchthatwatch]

Agree - Things can be fixed, but right now it's so generic it hurts the eyes 😀😀

[@ValDarrant]

As always you are spot on in your “Meh” perspective. Your comparison of price points and competitors was most instructive

[@Mike.thiswatchthatwatch]

thanks .😀😀

[@ph8077]

I own a blue dial H1 Fury - a pilot with a hint of dress watch - but only because the January sales offered 40% off list. £6k was way too high even though it's a great piece & I'm very happy with what I paid for it. I always thought that their pricing model was 2x the price they should've been, given the brand. This watch is my daily - very accurate, easily on par with COSC

[@chriszivoder2650]

The H1 Fury is a beauty, congrats. I’ve been looking to buy one myself, I eventually purchased an IWC Mark XVI. I think the H1 Fury is worth the price you paid, in house movement as well with good power reserve. I also thought the design to be unique with their triptick case pilot style watch.

[@stefanotattifrongia3612]

I think that their value proposition should be between Baltic, Yema and CW. Their prices were always “absurd” the 2024 rebranding answer to our question ”who is buying Bremont?”: no one.

[@asprinama]

my man you’re the boss in marketing… love your videos. I learn soooo much. Cheers

[@Mike.thiswatchthatwatch]

I appreciate that! 😀

[@wyattedge-morgan2886]

Thank you for an insightful & balanced analysis. As a huge fan of old Bremont, I was very disappointed with the rebranding & the new models. You refer to a business strategy built upon selling more watches at lower margin, which as you say is a perfectly sensible approach, but only with the right products. The old clientele, while not profitable, was loyal. Perhaps a more effective execution would have been to deliver a product which retains the existing customers, while appealing to new ones. I want Bremont to succeed and I want to feel the passion of the brand again.

[@Mike.thiswatchthatwatch]

Thanks - and also thanks for sharing 😀

[@khronokraze]

I think you got it spot on. Erase over a decade of brand identity and almost start from scratch with a rebranding, new models, and new narrative and the mass reaction is "meh".. anyways, moving on to see what else is more intriguing. That's not a good reset and restart at all.

[@Mike.thiswatchthatwatch]

Glad to hear my reasoning resonated with you 😀

[@handlehbt]

In your last video I commented on the similar thought. The competitor watches in their category offer far better value in terms of price, specs, design and also the narrative. Bremont now seems like a brand that once made great pizzas in a well established space and was frequently buzzing on certain days, but now they have suddenly set up shop in a shopping complex offering ‘gourmet pizzas’ (whatever that may be) heavily relied on marketing rather than quality itself. They were good, they still are not bad, but what they are trying to be is difficult to swallow.

[@ManoloVintage]

Oh boy.🙄 Here comes the 44mm field watches.

[@Mike.thiswatchthatwatch]

Panerai has their fingers crossed 😀

[@theaj1nkya]

Mid Week Treat. These kind of business centric ones are some of my favourite videos from your already excellent videos.

[@Mike.thiswatchthatwatch]

Glad you like them - I knew it would be a little bit niche so I chose to put it in as an extra vid 😀😀

[@dunderhay9169]

Sadly, I think you are spot on. I really liked the old Bremont and felt they were on the right track with their new movement models. Their old logo looked much better too ☹️

[@Mike.thiswatchthatwatch]

Agree very much on the logo 😀😀

[@MrAndy76101]

Objective and impartial as always, and it's always appreciated

[@Mike.thiswatchthatwatch]

Glad you think so! 😀

[@BBGinCDM]

100%. Spot on dissection of Bremont past n present. Similarly not so sure about future. Watch community needs your fresh style n substance of thinking. With thanks.

[@Mike.thiswatchthatwatch]

thanks from here as well 😀

[@AMGJason]

Succinct and objective analysis as always. I'll be curious on how existing Bremont owners feel about the repositioning of the brand. Also any affect it has on residual value of past products.

[@Mike.thiswatchthatwatch]

My guess is that the old customers are running away big time... 😀

[@minibus1351]

I find Bremont has positioned themselves in the market that is extremely difficult. I would compare them to the Montblanc (non-Minerva) watches. Most people will rather pay less, or slightly more for a more economical or a more well-refined watch from a more widely known brand.

[@peterrichardson9248]

I think you are quite right and well reasoned. The Triptik case with a black centre section was a winner to look at, nothing else like it. The ETA movement was just fine and extremely accurate, Rolex standard accurate. The lugs were superbly sculptured and slid under a cuff with ease. Superb watches to wear.

[@speeddog1955]

Looking forward to these bremonts selling 60-70% below retail on the grey market soon

[@Mike.thiswatchthatwatch]

not unlikely 😀

[@mattroach4554]

I am a simple man. I see Wing Zero on a shelf and I hit like.

[@bertholdbach4959]

Wing Zero Custom rocks.

[@Mike.thiswatchthatwatch]

I wish I had the skill to do a custom paint of it, but I’d likely just destroy it 😀

[@andykitchen3910]

In 2019, before I developed an interest in watches my wife wanted to buy me a watch for a significant wedding anniversary. I browsed for a while, because David Beckham advertised Tudor I dismissed them as a fashion brand and as James Bond advertised Omega I dismissed them as I have zero interest in Bond or that type of film genre. However after working 40 years in aviation Bremont attracted my attention and, after the AD offered a £500 discount without me even asking, that's what we bought. I've no regrets but I wouldn't give them a second glance now.

[@koolpep]

At least these watches don’t contain pieces of someone’s writing desk, plane or boat.

[@Mike.thiswatchthatwatch]

Doxa Clive Clussler?

[@videochen]

Spot on and best review yet of the new Bremont. I see the short-term business rationale, but beyond that, I see these moves by the new owners as surprisingly, shallow and self-injuring. They most definitely "got lost in the re-branding" as you perfectly summarize.

[@FuryanSurvivor]

Hi Mike, You certainly educated me in relation to Bremont. They are an interesting, albeit poorly marketed brand. Thank you for another great video. You are by far the most informative channel. Kind regards Rob

[@Mike.thiswatchthatwatch]

Thanks kind sir 😀😀

[@MrPleers]

The first time I did hear the name Bremont is when I did read that they had their watches featured in Kingsman. I got curious and checked their brand and didn't see a single watch that was my cup of tea.

[@PeterCho3878]

Best video commentary yet!! 🤜

[@Mike.thiswatchthatwatch]

Wow, thanks! 😀

[@Aliens_Gonna_Get_Ya]

Really enjoy your watch commentary… 🙏👍

[@Mike.thiswatchthatwatch]

Glad to hear it 😀

[@Sirkelsag666]

Awesome as always!

[@Mike.thiswatchthatwatch]

thanks a ton 😀

[@grahamjones4720]

Fantastic review as always. You mentioned that Bremont hasn't made money for 10 years, and in my opinion, this can't go on forever. I would be interested in a video exploring watch brands that are struggling, whether due to sales, reviews, or changes in global trends. Brands like Bremont, Franck Muller, Hublot, Breguet, JLC, and many others would be fascinating to hear your opinion on why they have fallen out of favor and were they go from here.

[@Mike.thiswatchthatwatch]

I think a lot of watch brands are doing far worse than we know. Hiding under the richemont, swatch and LVMH numbers, I'm certain there are a couple that are really struggling 😀

[@gordonfreeman4491]

$3000 and a Selita movement: that is a hard NO from me

[@Mike.thiswatchthatwatch]

as for me 😀

[@matthewgooch6892]

Panerai, IWC, Breitling and a whole host of others did it with ETA movements, and Bremont thought 'I want some of that pie' but they forgot about cache and heritage enabling that price point. So they had to 'invent' the heritage through the brand's focus on Britishness. And hoped they cache would follow. I like the old Bremont designs. I just want prepared to pay that price. If they kept the designs but revised their cost models, I and maybe others would buy into it. Now with these new offerings, they are so boring they make me want to puke. Come on, make an Alt Zulu or Pilot P1 at a reasonable price and I'm in !

[@saphna2095]

imagine sacrificing profit the last ten year to invest in upping quality and distinguishing aspects to your brand and then settling on a offering that ChatGPT would have come up upon prompting "what doed a generic watch brand look like"?

[@EdmundPorter-ju8kd]

Thanks very much. This was exactly the analysis I was hoping to find about Bremont. I like the look of the Terra Nova but wanted to understand better as there are lots of watches I like in $1000-$3000 range.

[@mrgee007]

👏🏼Done it again Mike, your breakdown analysis is spot on for me. I just don't think the average person buying their 1st luxury watch will swing over to them, with Tudor and Longines offerings. Most people will not have heard of them, so there on the back foot already, I just can't see them surviving. Bremont, employ Mike!

[@Mike.thiswatchthatwatch]

I aint working for Bremont 😂😂

[@mrgee007]

@@Mike.thiswatchthatwatch 🤣Unless it's for a gazillion million!

[@Mike.thiswatchthatwatch]

I may reconsider.... 😂

[@gregorygalvin5357]

Great analysis

[@Mike.thiswatchthatwatch]

Thanks 😀😀

[@DANNY35870]

Great video once again! The pricing issue is a big one. I'm far from a marketing genius but if you are going for a safe and boring rebrand you've got to slightly under-price your watches right? To draw people's eyes towards your brand, even if the designs are safe? Right now there is literally no reason to buy a Bremont watch when Tudor and Longines are sitting at those price points producing much better watches with a world famous name on the dial. Also, if you're like me and don't care that much about brand name and just want the best spec'ed watch for the money, CW (among others) absolutely destroys them in the value for money category... So TLDR: Who are they meant to be competing with? Because from my perspective, they're losing to everyone.

[@eyeheartsushi2212]

Spot on.

[@watchenthusiastlondon]

I own a number of Bremont watches. Good summary. I agree with you. 👊

[@kamelthorn]

Spot on, they have taken a strange turn in the road!

[@labro8964]

I really enjoy your content.

[@Mike.thiswatchthatwatch]

Glad to hear it! 😀

[@officially.certifiable-4plus6]

Spot on analysis. I love the "old" Bremont, but for me, they were over-priced. I still want to love them, but I'm struggling to find a silver lining to the re-release cloud.😢

[@WatchandSon]

I really liked some if the Bremont military inspired pieces, pricey but worth it. The new line dont speak to me at all, and the pricing is barmy. Its got the feeling of being adrift and i suspect time is short. Great stuff. Thoroughly enjoyed.

[@malikknows3510]

Nice video and, yes, I detected a bit of arrogance, too. Because they charged high prices before their assumption was they can continue to to do so after a radical rebranding because -- they're Bremont! I did like the old military association and wished they did more for the land, i.e., infantry side of things which is, after all, a far larger market. All the best.

[@bpetey5970]

Good video. Your assessment of their marketing process rework seems correct to me. I’m new to watches and as a new watch guy my first impression of Bremont was a really good one. I literally learned about Bremont because of Kingsman. And I got a really great vibe. Old English prestigious watchmaking brought back with a spin of military toughness. 🇬🇧 I probably don’t know anything as a new watch guy but I feel like if Bremont leans into the Englishness/Britishness vibe there is a way they can become profitable.

[@WestCoastAce27]

Nice review. And in agreement: they moved from 1 segment they couldn’t compete in to another they get beaten in. The Supermarine I like (GMT) is $4900 USD. No thanks. Sadly in most likelihood they’ll keep their (largely British) fans but not pull in new ones.

[@Mike.thiswatchthatwatch]

5 grand for that level of diver is bananas... 😀

[@avikmukherjee2987]

Hi!! Nice video as usual. Would love some of your thoughts on Furlan Marri.

[@99jasonhooper]

Bremont were one of the first brands that made me deep dive into the hobby back in 2018 when I saw them at the Bike Shed show in London and then went onto meet Nick and Giles at their Townhouse event. This is a fantastic summary Mike - appears since the VC funding Nick and Giles have been manoeuvred out due to lack of profits and the Wing and in-house movement was a grand but worthwhile goal. VC want quick return so bring in Davide who has a great track record also with MontBlanc. Agree first launches wide of the mark but they are going for younger and more outdoor type so will annoy existing customers and aim for the other market - question is does Hamilton and Tudor and Longines already cover this… interesting they have now joined the British Watch Alliance..

[@malikknows3510]

Many interesting points made here, thanks. Time will tell for Bremont, I guess. On field watches, I view this niche as underserved generally. Your point about the relative lack of offerings is well-taken. As few of us are divers and few of us are pilots, my $.02 is that there potentially a much larger market for field watches yet relatively few are offering quality in this genre. My personal preference are for smaller field watches, too. As an example, I'd buy the Ranger if it was more of a direct competitor to the Rolex Explorer at 36mm. As it is, at 39mm, it strikes me as too big for a simple time only field watch. At 39mm I can squeeze in gmt's, dates, and self-winding movements. All the best.

[@dandoe1620]

Excellent breakdown. I hope they can survive this but it doesn't look good for them.

[@Mike.thiswatchthatwatch]

We shall see 😀

[@thomasmoll8822]

The “less English” part is definitely spot on: In all international forums I read, the conclusion after every Bremont novelty that was discussed was basically: “At that price point, you can get a more convincing offer elsewhere” AND “You really have to be a fan of their “Cool Britannia” spiel to spend money on them despite that fact”.

[@marsh8417]

Its a swing and a miss for me but I don't think the games over yet for them. CW changed their design language after engaging with their customers and Bremont could do the same

[@shaunpatrick8345]

CW changed their logo. Bremont could do the same again; they need to!

[@Tangylives]

CW didn't do that in a massive pile of debt.

[@WeaselCroissant]

Would you ever do a similar(ish) video on Montblanc? Between trying to move out of being known solely for pens or other luxury goods, the acquisition of Minerva, their place in the Richemont group, I feel like it's a relatively interesting brand compared to how much they ever get discussed. Thanks for the content.

[@edwardchang2210]

you're being generous. davide cerrato is a one hit wonder with tudor/black bay and got lucky with panerai (not much "design" there), cerrato is no gerald genta. hope giles and nick english cashed out because bremont is dead and buried.

[@Mike.thiswatchthatwatch]

I called the guy the “the guy with the quirky marketing glasses”. What more do you want? 😂😂😂😂 In honesty, my gut feeling is that he is way overrated. His CV on linkedin reeks of the peter principle. He was “there” at Tudor. HYT - He probably did nothing and jumped ship before he was fired.At Bremont he tries to recreate the Tudor succes but is oblivious to the conditions and people required to make that happen. I don’t think he’s CEO material. (This is my dayjob experience talking. ) Cheers 😀

[@andhenny]

Great analysis. I’m just a watch dork, so what do I know. Maybe Bremont sees the watch space in 4D & these will have more mass market appeal? They’re over-the-top tough-man marketing doesn’t really speak to me.

[@danielfrancis3660]

The exam question for me is why would I buy a Bremont watch given what watches are out there? Have Bremont opened up the customer space such that sales will increase? I think current Bremont customers will invest in the new watches but i don't know if new customers will now consider Bremont as a serious option when investing in a new watch.

[@eyeheartsushi2212]

Bremont is insane to enter Tudor’s market.

[@shipmate3577]

Your Gundam Wing Perfect Grade model is looking a little sad and lonely. It needs a PG Zaku II companion. I think Bremont would solve most of their problems by simply equipping all their watches with a SW-300 series movements. If the Terra Nova had an SW-300 and around $2,000, then I'd buy one.

[@Mike.thiswatchthatwatch]

Working on a PG Sinanju right now.... 😀

[@Eric_Nielsen]

The new Bremont pieces are nice, but not what I'm looking for. I hope the round of private investment, cashing out of the founders, and installation of the money-man"s hand picked CEO works out better for Bremont than it did for Hodinkee.

[@Mike.thiswatchthatwatch]

Hodinkee... That's a disaster on a whole other level 😀😀

[@rccrawlersmid-wales645]

Great insights and very well argued. Thanks! 😎👍🏻

[@austingavins9181]

People bought Bremont on the back of the distinctive watches, obtainable luxury and the brand story. The story (the founders) are basically gone. Then they have tried to move market segment into possibly the most competitive segment (as you point out) and alienated the existing "luxury" customer base in the process. The diver is forgetably generic, I do quite like the look of the 2 hand field watch, but would I choose it over Tudor et al in and around that price point - no way. The watches now looks like a "kickstarter" designed brand and they are now stuck between the price points of the industry heavyweights - I can't see how it will work.

[@Mike.thiswatchthatwatch]

I think it's an uphill battle for sure 😀😀

[@heatherscompletelackofchil6127]

Okay am I the only one who thinks this guy has one of the most soothing voices they've ever heard in their lives? He's got peak Bob Ross /Mr. Rogers vibes

[@Mike.thiswatchthatwatch]

lol... 😂😂

[@patrickr4762]

Been watching your videos for a while now, but just subscribed. I like your views about watches but I like your Wing Zero Endless Waltz more.

[@romancampuzano8575]

Air - Sea - Land reminds me of Citizen 's Promaster line from the late '80...

[@ryanloucks1435]

I've looked at their watches for years and just could never find a model with that x factor that you would need for that money.

[@chrisdenning8905]

Agree with pretty much everything you said here. I first encountered Bremont back in 2010 and I thought some of their pieces were pretty cool, celebrating Britain's aviation and nautical history (albeit with the heavy shadow of colonialism). Coming from an RAF family I liked the Martin Baker. Whether it was necessary or not, they really shit the bed on the rebrand - the logo for starters. I liked the simple, elegant, propeller logo; the new compass just looks generic, boring, and cheap. Great analysis, subscribed.

[@Mike.thiswatchthatwatch]

Welcome on board 😀😀 Thanks 😀

[@mariuslastname7563]

Great points, totally agree, bremont looks like a compromise to me

[@Pete63]

I visited Bremont too at Watches & Wonders. I bought my first Bremont 15 years ago. They were really charming at the display but my heart sank when I saw this new direction. I think it’s a big mistake.

[@StevieG-bu9zj]

Now my favourite watch based KZbin channel.

[@Mike.thiswatchthatwatch]

Thrilled to hear that 😀

[@ApurtureSci]

I actually quite like how some of them look, but I could never justify spending that kind of money on one, far better options for less/similar money. And why an SW200? Some of the nicer CWs (still half the price) have the more refined SW300, so why should your £2500+ watch have the most basic of Swiss movements? I'd love to know how much the markup is on these

[@wristopia4101]

I thought the watch they designed to withstand fighter ejection seats.......that they would only sell to guys that have ejected from a fighter jet seat.....was an uber cool move 😈✊

[@jerrycooper171]

You're bad man, Mike. Davide "Funny Glasses" whatsisname is going to stick now! (He should have gone to Specsavers!)

[@Mike.thiswatchthatwatch]

lol 😂😂 The thing I have as a pet peeve is marketing and design people that do their best to look like unique marketing and design people. And they always end up doing exactly what all the other unique marketing and design people do. So they end up with the same quirky glasses 😀😀

[@jerrycooper171]

As a follow-up, I walked past a Bremont showroom today at lunchtime in LDN. It was empty, the salesman literally ran out and tried to entice me in. Not good... ​@Mike.thiswatchthatwatch

[@michaeljordan6008]

I feel the same way about Longines.

[@dany1024]

I think the next one with this same problem will be Norqain watches ⌚️

[@watcheswithabdullah]

Norqain are doing quite well in the Asian market. They've done well in marketing for such a young brand. Bremont, on the other hand, is largely unheard of

[@dany1024]

@@watcheswithabdullah time will tell

[@Mike.thiswatchthatwatch]

Norqain is a wierd little bird. I dig their watches, kennisi movements and all, but in europe they seem to have zero traction .😀😀

[@dany1024]

@@Mike.thiswatchthatwatch same in USA 🤭

[@Tangylives]

​@@Mike.thiswatchthatwatchthe only place I've seen a Norqain was in Asia. The boutique in Singapore was quite cool. Still wouldn't buy one.

[@h111551]

Bremont was formerly a brand that was intended to be a watch acceptable for strivers moving upward or people who owned better watches who could pay a relatively hefty price for a cultish sport watch and didn’t want a Hamilton, Longines or Seiko on their wrist because those brands were not posh enough. Champagne and not beer was the drink of choice at Bremont soirées for members of the watch community. One should not underestimate Mr. Cerrato but it takes time before a new CEO can begin introducing watches which are solely representative of his vision. One is sort of stuck with whatever is either in the pipeline or compromise jerry rigged “new references” pieced together the best one can. It appears that Bremont chose to launch its new Land, Sea and Air marketing focus and the new logo with only “placeholder” new lower price point product to introduce. In the end, only time will tell if Bremont will be successful. But as far as a successful Land, Air and Sea brand with affordably priced high quality watches with military/aviation roots, Sinn and not Bremont is where I would go. In the end, for Bremont to succeed, they are going to have to attract “new doors” (ADs). Most of the old Bremont ADs who probably sold higher end watches and took on Bremont as their low end brand are gone. In a world awash with too many brands and not enough quality ADs, I don’t see Bremont as attracting the better ADs. They will have to provide very aggressive terms to keep any of their existing ADs and to attract new ADs. Bremont used to be a clubby brand and for the moment it is now is a very “unclubby” brand. Brands do come back and it is probably easier to work with the resurrection of a smaller brand than a larger brand so Mr. Cerrato may have a shot. The silver lining in the cloud is that the English brothers era of Bremont references are likely going to be available at discounted prices in the gray market NOS realm. At deep discounts, this Bremont NOS might prove tempting as the English era Bremont’s were vey nice but overpriced.

[@koolpep]

They have increased their dealer network by a few hundreds under Cerrato….so let’s see.

[@koolpep]

I bought my Bremont long time ago with a massive discount - paid slightly more than half of list for my MB III - can’t fault the quality. However, I would be happy to get half of what I paid for it today 😆

[@daleyfamily2179]

Love my Tudor Pelagos FXD. As a 21 year Retired Army Combat vet. Tudor has the history, combat proven and quality for the money. Next on the list is the Tudor Ranger or the Doxa Sub 200T. I really like the look of the Terra Nova, but definitely not at the price point. So much better pieces available.

[@Mike.thiswatchthatwatch]

Agree ... 😀

[@terryc6420]

This new Bremont reminds me a lot of Breitling during the early Georges Kern era: ditching the aviation-heavy theme for a land/sea/air direction. During that time, even Breitling had a bunch of stinker releases, remember the Navitimer 8 and the Bentley collabs? Ofc, Kern turned the company around and is incredible profitable today. However, Breitling had advantages that Bremont doesn’t: it has a vast back catalog to draw inspirations from (Bremont doesn’t), and Kern is a seasoned watch CEO (Davide’s roots is design). Time will tell Whether the new Bremont will be successful.

[@johnsanabria3279]

I would say I agree with your assessment of Bremont---they don't have their own identity. They're trying to be in every watch category(land,sea and air) as if that will solve their problem; i.e., wanting to cover all categories while still attempting to be expensive. As you rightly pointed out,there is nothing distinctive about them,other than having a penchant for spending too much money quickly and then charging high prices to cover spending too much. They need to create something very distinctive that says, "this is who we are" . Hanhart comes to mind--they create pilot watches for the most part, and they do it well. Bremont,otherwise, is nothing more than an expensive Timex.

[@uncles2000]

When you walk down the middle of the rode, you eventually get hit.

[@Mike.thiswatchthatwatch]

Lol. Love the imagery 😂😂

[@Aliens_Gonna_Get_Ya]

Geeeeeeeezuz… those prices… 😵‍💫😵‍💫😵‍💫🤣🤣🤣

[@patrickhartmann1540]

“Davide Cerrato with the funny glasses”. My thought exactly

[@Jedimaster36091]

The appearance of Davide is such an antithesis of adventure and the new brand image...

[@Mike.thiswatchthatwatch]

It's a pet peeve of mine. Marketing and design people with quirky glasses. In an attempt to seem different they all end up looking the same 😀😀

[@tacuazinful]

Have you reviewed the brand Raymond Weil?? My father bought a used one, and I find it very very atractive and well made, it is the open heart freelancer

[@ChameleonsFan]

What happens to Bremont Is not as bad as some say. It's even worse.

[@Mike.thiswatchthatwatch]

Lol 😂

[@ukobs]

‘Daily Mail’ specials…

[@Time_Passages]

Another great analysis. Likewise, I always thought Bremont was an expensive meh. Now they are even more meh. I would definitely by a CW or put a bit more and get a Tudor. I also agree that if I want to go on the more affordable route, Hamilton is a much better choice. Also, why change the logo? Just because the focus is changing there isn’t necessarily a need to change logos. The original propeller was much nicer. CW did that because they were new and trying to get to the cool one they have now. I think Bremont has become a brand doesn’t know where it wants to go to. It is as lost as the Mercedes F1 team is. 😅

[@fiftyfour2061]

Bremonts generally look ok to me. Just not at the price. There's nothing in the spec that justifies over 1500, and nothing unique in the design to justify a premium.

[@Mike.thiswatchthatwatch]

Like I said - expensive Christopher Ward or under specced Tudor. Not a great proposition 😀

[@assifakk]

Bremont reminds me quite a lot of Norqain, which is also a very generic draw by numbers watchbrand.

[@justingalore123]

Elements of the Terra Nova design are growing on me. But I’m a weirdo who might buy an overpriced field watch in a strange case.

[@koolpep]

I had the watches in my hands a few days back, they are actually very nice in person and in the metal. The time only and date Terra Nova were very good, and I really liked the new bracelets. Much better than anything Bremont had before. And I have the Martin Baker MB III/BZ, I once bought with a very healthy discount. .

[@Mike.thiswatchthatwatch]

I'm not a fan, but I do believe it has potential as a design. They just need to dial some things down here and there 😀

[@hamtairo]

For me, Bremont would always be and only referring to their Martin Baker collab range. I think that what their unique feature. Their other ranges were not really distinctive and make it just “another watch” in an already crowded price range

[@shaheerrahman87]

I'm a graphic designer, and the typography on these watches is bad. 3 lines of huge text, with drop caps-not good.

[@Mike.thiswatchthatwatch]

Helvetica to the rescue 😂😂

[@DaveFromTheSixties]

At the very least give him a consultancy position, Bremont!

[@Mike.thiswatchthatwatch]

lol 😂