The French-Swiss company debuts a collection intentionally designed for the sophisticated urbanites

Refined design

Bell & Ross earned its reputation as the cool kid with its sporty take on the square case shape with round dials inspired by the layout of flight instruments. The BR05 retains the round-within-a-square aesthetic (complete with the four screws on the bezel) but with curvier corners.

The first links of the bracelet or the rubber strap are integrated into the case for a clean, cohesive look. Satin-finished surfaces and polished bevels lend the steel a luxe industrial appeal.

Creative director Bruno Belamich says the new design reminds him of the Seventies era. “The result is a graphic style which is both striking and modern,” he enthuses.

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Inner strength

An open caseback reveals the BR-CAL.321 automatic movement with an unusual 360° oscillating weight. For this round, it powers a three-hand time display and date.

See also: The Bell & Ross And BAPE 25th Anniversary Collaboration 

Strong urban appeal

Life is better with choices. The launch collection appears mainly in steel cases but with sunray blue, black or grey dial. The grey, with its sexy yet understated appeal, was a huge favourite at the media preview. Posher options include 18k rose gold case as well as the limited edition skeletonised models.

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