Cover Bell & Ross BR-X3 Micro-Rotor
Bell & Ross BR-X3 Micro-Rotor
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In town to present the 2026 novelties, Fabien de Nonancourt, managing director of Bell & Ross, also addresses the brand’s Watches and Wonders exit and shares the brand’s strategy moving forward
Last November, Bell & Ross marked a bold new chapter in its horological journey with the release of the BR-X3 Tourbillon Micro-Rotor, representing the pinnacle of the brand’s expertise, mechanically and aesthetically. Although it is not the first time Bell & Ross has incorporated a tourbillon into its watch, the BR-X3 Tourbillon Micro-Rotor signalled a shift in focus from the usual functional instruments to pure mechanical artistry.
One of its first major releases for 2026 is a follow-up to that audacious timepiece—the BR-X3 Micro-Rotor, sans the tourbillon. One could say it is a “tamer” version, but the principle behind it remains the same: attention is squarely on the mechanical ballet.
Read more: Interview with Bell & Ross’ Carlos Rosillo on the brand reaching the 20th year milestone
Above Bell & Ross BR-X3 in 40mm steel with a sapphire crystal that offers a clear view of the semi-skeletonised dial
Bell & Ross BR-X3 in 40mm steel with a sapphire crystal that offers a clear view of the semi-skeletonised dial
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“The emphasis is on the movement,” notes Fabien de Nonancourt, managing director of Bell & Ross. “The case and the movement are a single unit, and skeletionised to highlight the key components of the movement.”
Adopting the BR-03 case with its four screws, the 99-piece limited edition BR-X3 Micro-Rotor fuses the case and movement, with the former serving as support for the bridges. The vertical and horizontal bridges, polished and brushed for depth, form a geometric grid reminiscent of the works of painter Piet Mondrian and architect Charlotte Perriand—both cited by creative director Bruno Belamich as inspiration. Two sapphire crystals, one each for the dial side and the back, offer complete transparency to enjoy the design intricacies.
At its heart is the automatic Calibre BR-CAL.390 featuring a micro rotor integrated into the movement itself, and visible at 7 o‘clock. Such construction also results in an ultra-slim movement at only 9mm in height.
Reiterating its elegant, minimalist appeal are the hands, photoluminescent and shaped to mimic the design of the bridges. There is no seconds hand, rendering time-telling to its purest form.
In case you missed it: An introduction to Bell & Ross’ urban timepiece, BR-05
Above Bell & Ross BR-05 36mm Blue Diamond Eagle
Bell & Ross BR-05 36mm Blue Diamond Eagle
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Bell & Ross will always be synonymous with the square case. “We need to respect the square, but we’re also free to explore—be bold and creative with the shape,” de Nonancourt says.
To illustrate his point, de Nonancourt highlights another key early release, the BR-05 36mm Blue Diamond Eagle. The aventurine dial evokes a magical night sky, against which are set seven diamonds forming the Aquila (or Eagle) constellation. “The constellation is used to create the design of the watch. It seems complex, but the result looks so simple and nice. The diamonds are of different sizes depending on the star's brightness.”
Though designed with women in mind, the Blue Diamond Eagle carries sufficient presence and flair to command universal appeal.
Above Fabien de Nonancourt, managing director of Bell & Ross Global
Fabien de Nonancourt, managing director of Bell & Ross Global
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Our conversation steers away from watches to address the elephant in the room: why has Bell & Ross left Watches and Wonders this year? “There was a big debate about it. We have really enjoyed Watches and Wonders and, before that, Baselworld. [Watches and Wonders] is a great gathering of brands, journalists and retailers, but we feel it is now important to focus our energy and resources on end customers. There will be more focus on organising local events, which will be key to our continued success.
“But that doesn’t mean we will exit all [watch] events. Dubai Watch Week and Geneva Watch Days are fantastic as they are catered to end customers.”
De Nonancourt believes this is a timely pivot as today’s consumers rely heavily on the Internet when making purchasing decisions. “In the past, people would walk into a boutique to browse, discover products and build a connection with the brand. Today, all the information can be found on the internet. When they step into a boutique, they already know what they want,” he observes.
“This shift means we must do much of the persuasive work online. However, the final purchase trigger often comes from an emotional or experiential connection. That is why we’re focusing on direct engagement with end customers—mainly through local events.”
Interestingly enough, Bell & Ross was one of the early adopters of e-boutique, which it launched in 2008. “But we also recognise that real-time, human connection is a powerful complement to our digital presence,” says de Nonancourt.
Above Bell & Ross recently introduced the BR-05 in 36mm for greater wearability
Bell & Ross recently introduced the BR-05 in 36mm for greater wearability
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The creative freedom aside, de Nonancourt assures that Bell & Ross remains committed to the core principles of functionality, reliability, precision, and legibility—features from the cockpit instrument of an airplane, the brand’s original inspiration. “Bruno always has them in mind when he designs. We do stretch things a little sometimes, but there is always a consistency. As avant-garde as the BR-X3 looks, it is still instantly recognisable as a Bell & Ross watch,” he adds.
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
