Exactly. Most watch people lack character. Bremont had loads of it. But character dont pay the bills

I have just ordered my first Bremont - the ‘old style’ S.301 I have admired it for a long time. So disappointed with re-branding thought I’d best make a purchase before Bremont implodes in on itself. So admired the English brothers, shame to see a company fall from grace like this.

100%... First, I think they need to remove this new CEO, PDQ. I think I should clarify that statement, perhaps. Just because he worked some magic at Panerai and Tudor, doesn't mean he has all the answers. It's a bit like Tom Ford working wonders with Gucci and thinking the same could be applied to YSL. His efforts at the latter did not have the same outcome he was able to achieve at the former. If I'm right, he did not endear himself to Yves whatsoever. I remember watching an interview on another You Tube channel, (I can't remember which) and his attitude was both arrogant and formulaic. In Davide Cerrato's disastrous new Bremont line, the results look clumsy. The changes should have been far more incremental, not a 180 degree turn. An in house movement was definitely "putting the cart before the horse". As you rightly point out, why do mid tier customers want an in-house movement which will cost that much more to maintain and service than the ETA? I look at the new offerings from Tudor and Omega etc., wondering if in fact it's better to just go with older models, any good independent watchmaker will be able to service. I then look at the likes of Sinn, who now have over 60 years of manufacturing under their belts, yet they still buy their movements in from Switzerland. Such decisions do affect people's buying choices in this sector. I think the English brothers, had delusions of grandeur, ultimately jeopardizing what they have worked so hard to try and achieve. Christopher Ward, isn't in the same mess, precisely because they have chosen a longer game of establishing a stronger foothold before making ambitious moves. They are edging their game up (it would appear), but the bulk of their range firmly at the "bottom rung of the Premium market". I hope it isn't too late for Bremont. To be honest, I've not really paid much attention to the brand up until now. My mantra has always been: "Bad news is always better than no news". If anything, people are now talking about Bremont, (even if not for the right reasons).

Abdullah you are quite right the Triptic case is/was the absolute stand out reason to buy a Bremont. Without that case then I cannot buy another Bremont. Been a collector for 50 years now and loosing that case is a disaster. As for Tudor cases they are a disaster. Owned 4 Tudors but never kept them as the height to diameter relationship is just plain wrong, almost on purpose it seems.

I've been a watch enthusiast for over 25 years and I only discovered Bremont about three years ago 😂 When I saw them in a boutique they seemed overpriced for what they were offering and that's what I would change, the price. They need to bring them down to be inline with other brands in their category like Longines. I have to say though, they do make one of the best Chrono GMTs.

Great overview. I purchased a Bremont watch (The Airco Mach 2, a dressy pilot watch grey dial preowned for $2200) and love it. I live in NYC and went to a few Bremont events and met the 2 brothers/founders of the brand. Once I saw the Billionaire Bill Ackman invest in the brand I was optimistic. Then when these watches came out, and heard the brothers cashed out, I was less optimistic. You are absolutely right, their watches were not priced right, and they never fully developed their brand with any kind of strong marketing. Its a shame. I am a mid tier watch brand lover, and my most worn watch is the Tudor BB 58, and my next watch will probably be either a Tudor Royale 38MM, or a Tudor BB 36 Smile Dial ETA.

Good video brother 👏 I like your analysis of their design DNA...or lack of it

Problems go beyond just a mediocre logo change. The loss of the Hardened steel, trip-tick case, MB shock mount, COSC/ISO movements, and the halting of the ENG movement. Bremont simply needed more time to get known. Bremont DID have an iconic look .. because NOTHING looks like a Bremont. So I call BS on the 'lack of an iconic design'. Show me anything that looks even close to an Alt1 or an MB2. The trip-tick case made all Bremonts instantly recongnizable, even if you didn't know what brand it was ... you knew what it wasn't. Maybe the whole 'British watchmaking' thing is dead .. but I'm glad Nick and Giles gave it a bloody good go. I own 5 Bremont pieces and have personal investment in the brand. Sure ... time will tell .. but frankly, throwing out the previous design language and tehcnical inovation to appease a bunch of Americans sickens me. Nick and Giles aimed high .. it's just too bad the rest of the world coudln't be arsed to take notice.

Lots of valid point my man, everything you mentioned is so accurate. The new CEO , He was the one that did Tudor rebranding in 2012 right? The one that releasing the original Tudor Black Bay. He should have stick with the brand DNA.

Very interesting. They should have kept the those unique elements and built on them.

I love the Martin Baker and just bought one on the grey market. Got it for under $2k and it’s a beautiful watch. I would have leaned into that indestructible watch theme. I loved the wings that was a cool logo, super disappointed they changed it.

Really good thoughtful video. Enjoyed it.

I've always had Bremont on my radar, now, really feels very meh & falls into the CW category IMO.

To my American mind the biggest issue Bremont had before this shake-up was their extremely heavy focus on being British. That might work in Britain but you have remember that's a small island that comprises .95% of the world's population. Christopher Ward is also British and Fears yet neither of them are so pompous about it as Bremont and its why I wrote the brand off. It just doesn't apply to me. IMO that's the hill they're dying on and I can see why they are wanting to expand their focus, I just hope its not too late.

Not issued by the MoD, but allowed to use the Army, Navy, Airforce logos etc on their product (I believe). It was a good way of buying some heritage. They also get to use the RFU branding. Really enjoyed the video, thank you.

Excellent review analysis I’m tempted to get old one as great design aviation ❤❤ keep up good info

Really good analysis. Bremont never stood out enough to get me interested before, and they are even more generic after making those changes. The question is: why would I buy something from them for those prices when I could look at something with more cachet & real pedigree like a Longines, a Hanhart, an Oris, a lower-end Omega or IWC, or something more niche and tool-style like a Muhle or Sinn?

I have a special project ALT-1 commissioned around 2013, it was my first and failed (condensation) in less than 45 days. after receiving it in 2024. I think the redirection of Bremont is the reason for poor quality control.

Very interesting and informative analysis Abdullah you kept my attention right till you signed off. Well done. What Bremont should have done was dropped the propeller replacing it with a small line of waves for a dive watch. Keeping the name and font. But I fear they are doomed now, drowning in an ocean of debt and people talking about them for all the wrong reasons.

If they want quick cash just slash the prices on their previous models. They looked great they were just overpriced. The new 2024 ones, just ditch and go back.

Bremont doesn’t have a recognisable model, like Tudor has Black Bay. The new CEO from Tudor will struggle to carve out a market for Bremont. Bremont watches are all MEH and overpriced. You scroll through its website and all the watches are pretty unexciting. I would argue even amongst watch enthusiasts, only a very small percentage knows about Bremont. No one cares about Bremont. For the same price there’s are a lot of options.

This is such an underrated channel.

Being English I always wanted to buy a Bremont but never found one with the identity, attraction and price range to make a move. The only one was the Williams edition but just too expensive when compared to competitors.

i hope the Brand is not dead. what's not to like about their Style ?!!.. they make great , robust, and beautiful watches. it would be a shame if all that is thrown away . i think all they need is a better marketing team.

Anyone who has not handled a Bremont in the metal doesn't realize how well made and beautifully finished they are. Also well regulated. It's wrong to automatically assume that they're overpriced. I can't speak for the new models. Haven't seen them yet. Not sure I like the new designs. I don't think they've dc'd the triptych case. Still available on some models. It would be a shame if they discontinue it altogether.

The clear explanation of what happened and why it happened is what is happening now, seems to me the founders were in it from the start to build something they will eventually sell out , all what they have done was to artificially build an entity that is exciting for a buyer nothing to do with brand legacy.

Hey Abdullah, cool show. But the genuine British watch brand (I.e. not invented marketing profile) Christopher Ward, who have their own movement and GPHG prize, also are approved for all 3 British branches of Military. Including bespoke watches for the Paratroops

The new watches look like Fossil watches.

mamacoo You are so well-informed about luxury watches. You've obviously done your due diligence and the comparison to the US is very informative...because of course, I live in New York. thank you very much

I don’t like the new bremont brand but I’ll say one thing. Everyone is talking about them. Awareness of them has gone up so is it a smart move. All of a sudden they make some new subtle changes and bingo……..I’m not saying they have done this. If they have it’s super risky but you never know it could be some kind of weird strategy

Bang on.

The watch community hated on them because they referred to a modified movement as an in-house movement and I don't think they ever fully recovered from that. Also, Belmont sounds either like Breguet or Mont Blanc. Those who had the money bought Breguet and the others were satisfied with Mont Blanc.

I love the brand and back story. You’re history has to start somewhere rite. Love the fact it’s British. But they are being ambitious with the pricing. This is why I think CW are nailing it. Once you get into Tudor money you really have to be so much better than that to establish your foothold in the market.

Christopher Ward is also approved by the British Armed Forces

I don't pretend to understand what financial pressures they are under but to me the new branding is terrible and I suspect the investment in an inhouse movement was a mistake. I would have doubled-down on the British and French heritage and stuck to the mid-price range. They already had dive, dress, automotive and field watches that fitted perfectly into their aviation-first theme. The ALT1-C is a perfect example. A refined dress watch with tryptic case and very subtle aviation accents (propeller logo). For Pete's sake their HQ is called "The Wing"! I hope they do a U-turn. CEO should be fired - no question.

This is just one line of the products. The heritage designs still remain.

I think they are moving in the right direction. They have watches in price range and the longines now. I think it was hard for me to counterpoint dropping $10,000 with no heritage or very very limited heritage. Now It is much more feasible if a watch appeals to me to consider them. No it’s just a matter of desired ability and that is purely subjective.

Davide will close the Bremont factory if he continues like this.

They need to have a fire sale, then redesign the face of the terra nova watch. there is nothing wrong with the Supermarine, just get rid of the new logo.

When you lose your identity, you lose EVERYTHING & even if you didn't have that much to lose in the first instance.....

Approved for use by the British armed forces????? I served for over 22 years and wore whatever watch I liked. Bremont have never had a contract to supply/issue watches to the armed forces. IWC, Rolex and Omega have had contracts with the MOD and issued watches up until the 1980’s when CWC got the contract, they still supply watches to the Royal Marines and the SBS but the chronograph and general watches are supplied by Pulsar now. As I said earlier, having a watched ‘approved’ means nothing when anyone serving can wear whatever they like anyway. It’s just a gimmick brand like Bremont and CW use to try and sound cooler than they actually are. Finally, the rebrand sucks.. that is all

The market is saturated and their main competitors are manufacturing in China and getting excellent results at a very low price point. Elliot Brown to name but one. On top of that, brands take time to develop and seep into the consumers psyche. It's good to reinvest into the company but the cost has to be within the financial constraints of the brands market value and it obviously wasn't. They panicked, made big mistakes and lost their core customers who liked the product just as it was. The best thing they can do is accept the mistakes , accept their limitations and accpet the market is ferociously competitive and similar quality can be acquired at a fraction of the cost to the consumer.

CW are based in Maidenhead UK where their watches are designed. They are built in Biel Switzerland. 100% British owned. Bremont was a total marketing fabrication and wouldn't even join Association of British watch and clockmakers.

Yeah what the hell happened to bremont I'm fine with boring current line if they didn't completely scrap the models that have character

too late for Bremont. if they change their new identity again, they are DONE! They already have crossed the point of no return, so they just need to go on with what they got. It will be a tough road, but hope that they will come up with something wonderful and exciting.

Yes - simplify the collection Yes - go Land / Sea / Air to give direction Yes - target lower luxury pricing No - don’t lose the trip-tick case No - don’t lose the classic logo Davide has gone too far. They just look like knock-off Hamiltons now.

CW way better!

Bremont had never been cool… but it turns out an undesired brand can hit lower than rock bottom.

The DNA of bremont issues starts with constant talk about making their own movements. This was a silly thing to do and when you combine it with this constant talk about being English it was all a little bit too much, they were not making any profit from shortly before the point when they had the” in house movement” disaster in around 2018. The attempt to rectify this by what are basically new owners is disastrous throwing too much too quickly. no need to bring out watches that said London with the new logo. It’s a great shame because the actual watches themselves the case the bracelet and a couple of the designs are very, very good. you’re talking about them being caught in something of a price trap is the real issue.

Greed . Plain and simple. They make over priced avergage watches at best..but they had a USP around their styling and back story. now..they look worse than a Longines !

Bremont watches have always been overpriced and now with the new wave they look like a microbrand. I really like microbrands, but it's not a microbrand... The future will tell how it turns out.

I don’t like the new bremont brand but I’ll say one thing. Everyone is talking about them. Awareness of them has gone up so is it a smart move. All of a sudden they make some new subtle changes and bingo……..I’m not saying they have done this. If they have it’s super risky but you never know it could be some kind of weird strategy