Cover Carlos Rosillo, CEO of Bell & Ross
Carlos Rosillo, CEO of Bell & Ross
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Bell & Ross is celebrating 20 years of horological distinction with the groundbreaking BR-01and later BR-03—square watch with roots in aviation
Bell & Ross’ BR-03, the iconic square watch inspired by the cockpit instrument of an airplane, marks its 20th anniversary this year. Introduced as the more wearable successor to the oversized BR-01, its debut in 2005 marked a defining moment in horology, a bold departure from the conventional round watches dominating the market with a design that felt both grounded and avant-garde. It became a big hit for its rugged functionality and urban style. Over the past two decades, the BR-03 has endured as a symbol of individuality and versatility, having been reinvented numerous times with a wide spectrum of materials, colourways, and complications.
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Above Bell & Ross BR 01-92, a watch inspired by the cockpit instrument of an airplane
Bell & Ross BR 01-92, a watch inspired by the cockpit instrument of an airplane
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Indeed, the instantly recognisable “circle within a square” shape has come far in bridging the worlds of aviation and watchmaking. But Bell & Ross is not done with it yet, as evidenced in this year’s novelties. Stripped to its essence, the new BR-03 revels in striking transparency with a series of skeletonised dials.
The BR-03 Skeleton also introduced an all-new movement: the BR-CAL.328 automatic calibre with 54-hour power reserve. The upper bridges form an ‘X’, underlining the bold aesthetics. There are three references, each with its own character.
Bell & Ross BR-03 Skeleton Black Ceramic
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The BR-03 Skeleton Black Ceramic comes in a full ceramic case with baignoire-style indexes and numerals, as well as skeletonised hands. These indicators are coated in Super-Luminova that glows a surreal green in low-light conditions.
The BR-03 Skeleton Grey Steel features polished and satin-finished surfaces with faceted indexes for a striking Brutalist-inspired sculptural look. Described as the more luxurious version of the skeleton series, it is limited to 250 pieces.
If the Grey Steel is luxury, the BR-03 Skeleton Lum Ceramic is sci-fi sleek, also limited to 250 pieces. The black ceramic is paired with a black dial highlighted with neon-like luminescent SLN C3 and placed on a translucent smoked plate for a tinted effect. The green outline illuminates the outline of the cutouts, evoking the appearance of a glowing car grille.
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Above After 20 years, Carlos Rosillo is still surprised that the Bell & Ross “circle within a square” case shape has become so iconic
After 20 years, Carlos Rosillo is still surprised that the Bell & Ross “circle within a square” case shape has become so iconic
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We caught up with Carlos Rosillo, co-founder and CEO of Bell & Ross, on arriving at this significant milestone.
Congratulations on 20 years. Did you imagine the brand would grow to this point when you started?
The last 20 years for Bell & Ross have been bold in terms of creation, taking risks and innovating. I didn’t expect the square watch would become so popular. It was a watch from the cockpit (instrument)—a watch that made a statement. And today, it is an icon.
Take us back to the beginning. How insane was it to launch a luxury sport watch in a square shape?
It was absolutely insane! But I asked, how could we differentiate ourselves in the competitive market? What would make us different? We were—and still are—influenced by the airplane, by its cockpit. So Bruno (Belamich, co-founder and creative director) took up the challenge to design a watch that corresponded to the cockpit instrument. It was simple, straightforward, no superfluous details. And since then, he was able to regenerate, innovate and come up with something that always surprises every year. Just look at the new BR-03 Astro—timekeeping is indicated with the help of a satellite. It’s weird but you could tell it’s a Bell & Ross by its case shape.
Above The BR-03 Astro features an astronomical display of the Earth, Sun, and Moon on the dial
The BR-03 Astro features an astronomical display of the Earth, Sun, and Moon on the dial
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How does Bell & Ross keep this spirit of boldness?
Bold, to us, is the ability to be creative without fear. It’s having the capacity to be different and defy expectations.
I’d go as far as to say that the Bell & Ross square shape is a classic. Why do you think it has endured?
Probably because it’s a very simple design. It’s a combination of two strong shapes—the square and the circle.
Do you often have conversations with Bruno about design?
Bruno is a talented designer—he knows how to be consistent but also always be surprising. We have a product meeting every week where we discuss how to innovate by combining different aspects such as design, engineering, manufacturing, and professional use.
What is your favourite moment from the last 20 years?
It’s a difficult question to answer because I’ve had many important moments. I remember the first reaction [to our square watch] from a Japanese collector who told us we had made a big creative jump. There have been many more memorable moments after that, but I will never ever forget that first reaction because it was a big surprise.
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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.
