Reviewing the new Bremont brand. Is it that bad?

[@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 😀

[@shanghaiffgg]

go for a used, classic Bremont and look after it and you will have a unique and classy edition to your collection. I agree with the comments on the sea and land newer models

[@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.

[@FlorianaLions]

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

[@jeanlefranc3817]

@@FlorianaLions 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... 😂

[@DrBob0910]

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

[@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.

[@shamelessplace11]

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

[@Chairborne628]

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

[@peterrichardson9248]

I’m doing the same.

[@shanghaiffgg]

lol I did the same and opted for a 4 year old ALT1-ZT model

[@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.

[@ValDarrant]

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

[@Mike.thiswatchthatwatch]

thanks .😀😀

[@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.

[@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.

[@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 😀😀

[@ArcUrSki]

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

[@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.

[@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

[@asprinama]

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

[@Mike.thiswatchthatwatch]

I appreciate that! 😀

[@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... 😀

[@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 😀

[@MrAndy76101]

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

[@Mike.thiswatchthatwatch]

Glad you think so! 😀

[@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... 😀

[@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 😀😀

[@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 😀

[@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 😀😀

[@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 😀

[@shanghaiffgg]

as an "old"customer with 4 Bremonts I agree with your assessment 100%. I didn't like the price but they were well made, distinctive and had a community that felt good. Let's agree to give them a couple of years to refine their approach as it seems very rushed at the moment .

[@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.

[@heatpump8566]

I absolutely love Bremont watches. I wear them more than my breitling and omegas

[@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 😀

[@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”.

[@gregorygalvin5357]

Great analysis

[@Mike.thiswatchthatwatch]

Thanks 😀😀

[@kamelthorn]

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

[@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 😀

[@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?

[@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.... 😂

[@watchenthusiastlondon]

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

[@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.

[@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.

[@ZZDavidJRZZ]

Thanks for this, it's very balanced unlike some of the bandwagon jumping other channels have put out recently on Bremont. I met Davide shortly after he'd become CEO and was touring his boutiques, I was only in one to pass time whilst waiting for a strap adjustment on my new Datejust - the irony wasn't lost on either of us; we had a good chat about the industry and I left with a free watch roll which isn’t too shabby. Sure, it was a bit of a charm offensive but I can’t reconcile the borderline hatred expressed in some areas towards someone ( I can see even in the comments here we're now taking the piss out of appearance - nice) who seemed genuinely passionate about the brand. I’m proudly English but cringe at the idea I should therefore be motivated to buy a watch because of some guys waving Union Jacks and faux militarism/something...something ejector seats. Clearly I’m a minority on here but I actually kinda like the Terra Nova, at least in its most basic guise. I’ve been invited to a boutique event shortly to view one; it’ll be the first Bremont I’ve ever seriously considered if I proceed so just maybe they’re doing something right here.

[@russellsmith1375]

Interesting comment, thank you, nice to see a real life counterpoint.

[@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.

[@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.

[@shanghaiffgg]

I have long been a fan of Bremont's but got distracted with Breitling these recent years. I just picked up the ALT1-ZT as a daily wearer. I have a larger wrist so the 43mm will be perfect. This brand is the perfect blend of style, class, function, casual and adventure in my opinion. It makes a perfect daily wearer lifestyle watch; enforced steel and sapphire and 100m water resistant. Looks great with either rubber or vintage leather. I agree with your comments on branding as I love the old British air squadron aesthetic. Thankfully the ALT1-ZT retains this and is far better than the terra nova and the Supermarine in my opinion. In terms of pricing I went for a 4 year old used model in excellent condition with box and papers and paid 40% of the listed new retail price which I think was a great deal. As with all watches you have to resonate with the brand and I have for many years appreciated the Bremont brand and I hope they make more effort to retain their niche. I have zero interest in the land and sea components but it is with air that Bremont excels and in my opinion it is where they should focus and you should spend your hard earned cash. I think Bremont would say that they aim to preserve the heritage with Air and build our the range with Sean and land, the problem is that people just see cheaper and more bland models. The evolution needed to be slower and more carefully executed.

[@avikmukherjee2987]

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

[@PeterCho3878]

Best video commentary yet!! 🤜

[@Mike.thiswatchthatwatch]

Wow, thanks! 😀

[@ManoloVintage]

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

[@Mike.thiswatchthatwatch]

Panerai has their fingers crossed 😀

[@Aliens_Gonna_Get_Ya]

Really enjoy your watch commentary… 🙏👍

[@Mike.thiswatchthatwatch]

Glad to hear it 😀

[@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.

[@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.

[@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.

[@Sirkelsag666]

Awesome as always!

[@Mike.thiswatchthatwatch]

thanks a ton 😀

[@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 😀

[@nightstalker824]

What do you think about the old Supermarine s500s? They seem to be closing them out for grey market prices, except they are at ADs.

[@speeddog1955]

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

[@Mike.thiswatchthatwatch]

not unlikely 😀

[@shanghaiffgg]

I picked up the far prettier 4 year old ALT1 ZT model at 60% below retail in excellent condition

[@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 😀😀

[@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! 😄

[@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.

[@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.

[@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.

[@johnhill8529]

I own a Breitling Navitimer (22 years old now) it’s been horribly unreliable over the years. I bought a Bremont Solo. I love the elegant simplicity of it and it’s astonishingly accurate. I prefer the old logo, but I’m glad the company is moving forward. The mix of Navitimer and Solo? I’ve spent 37 years of my life working as a pilot. They’re working tools for me.

[@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.

[@mhitson7483]

Great analysis I’ve owned two…my last as well

[@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.

[@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.

[@nicholashayes72]

So all of the “air” pieces look completely unchanged with the propeller logo still and barrel case construction. Still carrying the ALT or MB model lines and so on. Seems like they are just trying to highlight an expansion more so then anything. Am I missing something? Is the military air pieces going away or getting discontinued at some point?

[@endo9913]

Interesting analysis and I agree with many of your points until you made your comparisons. In each I would have bought the Bremont. To me it seemed your choosing the Tudors was based on name and Chris Ward based on great value which it is. However the Bremont looked much better in my opinion. Personal visual appeal is the most significant element.

[@labro8964]

I really enjoy your content.

[@Mike.thiswatchthatwatch]

Glad to hear it! 😀

[@dandoe1620]

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

[@Mike.thiswatchthatwatch]

We shall see 😀

[@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.

[@romanalejandro1979]

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

[@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 😀

[@cybershui]

As a fan and owner of the "old" Bremont watches...they've definitely lost a customer. Having seen the new pieces - I disagree on the quality aspect. I feel, especially with the Tera Nova that they feel cheaply constructed and poorly finished. Definitely agree that this space they've decided to dive into is hyper competitive and there are so many better offerings especially below from the multitudes of microbrands that offer so much more value, build and uniqueness.

[@eazye619]

I liked Bremont before and i like them now. Id take a Terra Nova or Supermarine, but for that money? Like you said thats a big problem. But if i could find one in person in the US, maybe id change my mind

[@hammalamiri12]

The new supermarine is a great watch. Great bezel action and at least lines up unlike my Tudor. The gradient dial and the micro adjust are great touches. I just wish it had kept some elements of the case / logo from the previous ones and then it would have been a perfect watch

[@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.

[@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.

[@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..

[@georgemoscahlades7473]

Tudor had really pushed many middle luxury brands as afterthoughts. Tudor provides excellent quality in all sports watches slat a reasonable price. They are really hard to beat when it comes to value. If you buy a watch to wear it and are not concerned about selling for profit you can’t go wrong with Tudor. If you want to sell after a few years you will almost get your money back.

[@koolpep]

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

[@Mike.thiswatchthatwatch]

Doxa Clive Clussler?

[@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

[@tboneisgaming]

I think the new marketing is so similar to tudor. The old Bremont with its military links appealed to me. The Martin Baker is a watch I would like to have in my collection. The story of its development and the MB 1 being given to those who have used an ejection seat peaked my interest. The alt 1 world time came onto my radar due to the Kingsman. I cannot see how the new watches, marketing and branding fit.

[@davidloveday8473]

What are your thoughts on Bremont, despite the new air, land and sea launch, continuing to actively market models under the old propeller logo in parallel? I got an email from Bremont via their mailing list just 3 days ago pushing a diver with the old logo on the watch face (but the new compass rose logo at the top of the email). Is this a new Supermarine reference but they've ditched the new compass rose logo altogether due to negative customer reactions? Is it a new reference but within an old line, and they are now planning to push parallel lines using old and new logos respectively into the future? Or is it an old reference, and Bremont are just trying to clear their back catalogue in parallel with the air, land and sea launch ? As a marketing and branding strategy it seems to me both very confused, and very confusing, and potentially very counter-productive. What do you think?

[@shaunpatrick8345]

They have the old logo stock on their website too, positioned above the new stuff. It doesn't exude confidence. I saw someone comment that they could have kept the old logo but replaced the propellers with waves for the divers and a mountain range for the field watches. It seems so obvious!

[@koolpep]

Old logo is old logo, they still have old logo watches in the line up, like the MB collection etc.

[@davidloveday8473]

@@koolpepbut looking at the email again, I see that the watch they are pushing (with the old logo) is called a Supermarine. Isn't that a new name for a new group of divers that Bremont have only released in conjunction with the re-branding? In which case, why have the old logo on it? And either way, why put the new logo at the top of an email selling a watch that has the old logo on it?

[@koolpep]

@@davidloveday8473 I received the same email. The Supermarine GMT is still old logo and old design, gotta move that old stock, right? The new Supermarine 300m and Supermarine 300m Date have the new logo. It’s a transition period where both still coexist, at least for a while….

[@Mike.thiswatchthatwatch]

Davide Cerrato said in an interview that the altitude lines will be updated next year. My guess is that they have a bunch of stock lying around and basically just decided to leave it there. If anybody buys them, they're losing less money. It's a very private equity kind of thing to do - Why write all of it off, if you can try to recoup some losses. I do think thought that they downside is this wierd mish-mash of logos in the display cases. In short: Not a fan 😀

[@lima5439]

Should I buy the MBI? Is it worth it?

[@mariuslastname7563]

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

[@vaclav_fejt]

I didn't care about Bremont then and I don't still. Well, I hope that every honest brand does well, but the only thing I liked on Bremonts were the lugs. The logo was alright, though not fantastic. IMHO, the watches were underwhelming. So, to me, not much has changed, except the slightly worse logo. Let's hope they will find a viable direction before it's too late, that's all I can say.

[@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... 😀

[@troytroyus913]

To be fair... you do get a thinner watch with date complication on the Bremont 300M vs BB...

[@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 😀

[@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.

[@mickbrown9021]

Bremont, is, to use that Irish expression, caught between 'the jigs and the reels' 😉

[@Mike.thiswatchthatwatch]

😂

[@Aliens_Gonna_Get_Ya]

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

[@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 😀😀

[@michaeljordan6008]

I feel the same way about Longines.

[@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. 😅

[@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.

[@MarlonFamilton]

Nailed it.

[@rccrawlersmid-wales645]

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

[@thomashelm6931]

Yet, another excellent analysis! Bremont has never been on my radar. Ever. And my attraction to watches began with the military and watches that I was issued. GMTs, most notably. They may wish to save money by Chinese manufacturing.

[@kofiofosu9051]

Honestly, the best decision Bremont made was the name itself. Even watch aficionados could easily assume that a name like Bremont is from a brand with a long and elegant past.

[@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

[@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 ... 😀

[@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"?

[@Hrethgir]

I feel like I'm alone in thinking this rebranding is good. I knew of Bremont before, but I'm American, and stuff with a strong British military link just does absolutely nothing for me. Even just all military focused isn't for me. This new range of lifestyle and outdoors makes so much sense, it's a broader audience. And the more affordable pricepoint will help too.

[@Mike.thiswatchthatwatch]

You probably are in the minority, but no problem with that. We like what we like 😀

[@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

[@cenekbaca6469]

New logo and this Terranova model looks like some sort of micro brand. So a price of around 1000 - 1500 eur would be ideal for me. Similar to Hamilton Khaki Field Expedition