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 ☹️

Islander Watches have to be thrown into the conversation...

Bremont is stuck in the middle of the market. Bremont's best bet is to leverage its perceived military standard designs and get the British military as a customer. Christopher Ward is perceived as an innovative company because it constantly comes out with new designs.

Sucks to be a Bremont owner. The brand just devalued all their old watches

Yup .. I saw them recently and ‘meh!’ Sums it right up.

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.

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.

SNR and seiko lx divers. Different, extreme, so unbelievably good.

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.

Khaki is to Explorer as hiker is to glamper

sounds like a doomed brand to me.

Bremont have a long and difficult task ahead. They have lots of competition at all levels. I think they will simply disappear. Time will tell. Question : In what global markets were they doing ok in? Regards, Chris

If your watch models are no being offered as homages in Aliexpress.. you are doing something wrong

The new CEO seems to think he will turn Bremont around. We shall see.😊

Bremont will appeal to non-watch enthusiasts, and they will appeal in this way: the watch buyer that wants to own a watch that, based on its price, is a premium over all of its competitors, yet not at a premium on par w/Rolex; and they don’t want to be accused of owning a “poor man’s Rolex”. It really is a good niche for them. There are far more customers like this than watch enthusiasts that have intimate knowledge of all the brands and the associated value and history of those brands. I guess time will tell.

Bremont have discarded that built-up brand equity, diluted their brand story and lost their brand identity, and thrown it out of the window to effectively start again. Its brand idea of Land, Sea and Air reminds me of micro brand, Farer. Their previous watches had character, Britishness and DNA from their founders, and even a bit of innovation from their Trip-Tick case construction. Beginning of the end.

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

I feel like we need a wrist check. Anyone? Wrist check please. Merci!

Making so many changes, at the same time, is almost branding suicide. It's saying our previous offering was wrong, so we have binned everything, and in a sh!t or bust move, we've made an entire new range. This process has damaged the company. They will need good financing to keep in the game for 2 to 3 years while everyone adjusts. Plus the new offerings aren't enough to be a compulsive spend.

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.

Terra Nova is interesting. The other two lines are meh in the worst generic way and look inconsistent with Terra Nova. Why such a difference? Drop the other two lines.

Never cared for bremont anyways but these watches bring nothing to the table

You are right about Grand Seiko and Rolex bracelets. I really like Grand Seikos, but the bracelets frustrate me. I had four of them, and now just have one. I wear my Rolex a lot more often as the bracelet is amazing.

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

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.

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

poverty, the state of one who lacks a usual or socially acceptable amount of money or material possessions. Poverty is said to exist when people lack the means to satisfy their basic needs. In this context, the identification of poor people first requires a determination of what constitutes basic needs. A watch is not a basic need. Only those lacking intelligence will determine a Tudor a poor mans Rolex.

The new logo is markedly inferior to the old. A very strange decision.

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

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

I think this is the first time I have encountered any one in the watch content world address the issue of the Bremont's nationalistic marketing strategy, especially when you rely so heavily on military tie ins. If you mix in those kinds of politics then you are going to turn a lot of people off.

it disturbs me that their diver series ist the Supermarine. For me as an aviation nerd, on "Supermarine" always follows "Spitfire", so I immediately think about a Flieger watch, not about a diver.

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

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. 😅

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.

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.

‘Daily Mail’ specials…

the new line is horrible, nasty dials, nasty logo, sub £500 look with a +£1000 price point. Losing on so many levels.

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.

I am very new the higher priced watches game (anything over £500 is expensive in my eyes for a watch). I had saved up and spent some time researching brands and I was looking at Longines & Tudor and then I came across Bremont. Loved the story behind them, I watched a few videos with the founders telling their story and they are engaging story tellers, I also liked that they were trying to over engineer some of their watches. I then set off and spent a day looking at various boutiques such as Longines, Breitling, Tudor reviewing their watches and price points before I finally ended up in Bremont. I liked that their watches had a slightly engineering feel and look to them, I like the trip tic case and I settled for their S500 fiver with 500m depth and i get nothing but compliments from watch collectors at work because it is a little interesting. My boss has an Omega Seamaster and apart from the movement, my Supermarine has all the same features but was half the price. I feel like all the things that drew me to the brand have been lost in the new watches and agree with the comments made in this video. I believe Bremont needs to slow down it's R&D spend, reduce the limited editions, keep the old logo and branding and do a better job of marketing their story and their over engineereed watches. Use the englishness as a marketing tool like Jaguar did when they went through the rebrand with the XF & XE cars.

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

2 robots today 🔥🔥

Awesome as always!

I feel the same way about Longines.

I don’t think the fact that there’s other competition out there that’s a little more or a little less will be the deciding factor. There’s always competition. The question is do the watches have the chops to persuade people to pull the trigger. I myself saw one of the new GMTs from Bremont in black with orange accents and I had that “must have it” feeling. The 16mm Case thickness scares me a little but I’m not dismissing it. I have thought for years that they are an interesting brand but they’re not going succeed if they priced themselves like Rolex with no heritage. I think this is a good move for them. I don’t think they need to rebrand the logo. Their land and Sea watch could easily have propellers on it as far as I’m concerned. I own a beautiful Breitling super ocean with wings under the 12 o’clock position and it’s just fine. I don’t mind the new logo though. We will see what happens. At least they have a plan and they’re trying to make the necessary changes to be successful. I hope they are.

Never liked old Bremont but this is arguably worse. Went from niche that didnt appeal to me to broad that shouldnt appeal to anyone

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

Spinal Tap reference! Well done, sir!

Best video commentary yet!! 🤜

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.