Swisswatches Lunch with Bell & Ross Ceo - Bell & Ross Br X2 Skeleton Tourbillon Micro Rotor 2

Lunch with: Bell & Ross CEO and Co-Founder Carlos A. Rosillo

Carlos A. Rosillo and Bruno Belamich have been friends since the age of 15 and in 1992 founded the watchbrand Bell & Ross. Today they are the pioneers in military watches. We spoke with Co-Founder Carlos A. Rosillo about the most important milestones from the past 25 years and why the brand Bell & Ross would probably not exist without Mr Helmut Sinn.

1. What means a mechanical watch to you? What makes it perfect for you?


A mechanical watch means two things to me. First of all, it is a watch in which the technical elements are made visible that offer a good understanding for the engineering. Also the beauty of a mechanical watch is, that if you take good care it will last your life and you can even pass it on to your children. Secondly a mechanical watch is a valuable product. It can last because of the technical aspect or because of a good design. And when you are only able to produce a limited amount of any product, it makes it more valuable then mass production.

What makes it perfect to me? When you combine shape and function. For example: we are very well known for our iconic square watches (Instrument collection). So we decided to make a square movement. And we took it one step further and decided not to make a case around it – just the sapphire glass. So the movement, the mechanical aspect is fitting the shape of the watch. Like a piece of art in a frame.

2. Which watch are you wearing today and which one do you wear the most?


Today I am wearing the BR-X2 Skeleton Tourbillon Micro-Rotor. In a few words: square, elegant, technical, but easy to wear because it is not too thick (it measures only 8mm with the sapphire case). There is no certain watch that I wear the most. It depends on my mood and the occasion. Sometimes I wear watches from the Instrument collection as they are more classy. If I want to be more sporty I wear the Nightlum, BR V2 or BR Diver. With the X1 I like that you can see all the technical details in it.

3. The brand Bell & Ross was founded by you and Mr Bruno Belamich in 1992. What exactly happened?


We have been good friends since the age of 15. He is a product designer and my knowledge is in the field of business. That makes us very complementary. And we were lucky to meet Mr Helmut Sinn from Germany at that time, who had a lot of experience in watches. He actually produced our first watches. We started straight away with a collection and our first attention at Basel fair was four times over expectation. Not too many people were into the military inspired watches at that time but we seemed to open their minds.

4. Where did the idea for Military-inspired watches come from?


Military equipment is efficient. You can draw many parallels to our everyday life. The Internet was first used by the military. Todays SUV cars originally come from the military. Some garments, which are still in fashion today were inspired by military wear. You know why we called our collection X1? When the Americans wanted to break the sound barrier in the 1950s, NASA launched a program called the X-program and the first plane that broke the sound barrier was called Bell X-1 with its pilot Chuck Yeager. They wanted to go beyond limits. That was our inspiration for the X1, which is highly sophisticated and equipped with the most extreme techniques.

5. What are the most important milestones of Bell & Ross from the past 25 years?


I can summarize this in four steps. First step would be the contribution of Mr Helmut Sinn at the very start to gain his knowledge of watchmaking. Second step was the autonomy of production. We suddenly grew very fast because we had a great demand worldwide. In the beginning there was even more demand then we were able to produce. We were lucky that we had some good partners and also our production in La Chaux-de-Fonds, where we were able to control the quality and quantity. In the third step we needed to strengthen our position in the market. There are many companies that like aviation and military stuff. So we needed to work on our identity. We concentrated on the dashboards, which were used in aviation. We captured the soul of a plane – which is the dashboard – and put it on the wrist. So in 2005 we launched the first square watch. From that moment we had created an icon that was completely different. Last step of our most important milestones was the birth of the X-collection. We became a manufacture and started experimenting. When you look at our X-watch you don’t question if it is a mechanical watch – you can see it.

6. Bell& Ross is specialized on manufacturing professional instrument-watches and the motto is „function shapes form“ – hence the collection „Instruments“. Tell us little more about your vision of the collections „Vintage“ and „Experimental“?


“Vintage” is about being inspired by classical watches from the past combined with modern aspects. We actually started as watch-collectors and went around the flee markets and looked for vintage watches. But we injected modernity into a classical watch.

And “Experimental” is the challenge for complex techniques. Here the material is always very sophisticated. The construction of cases are much more complex then seen in other collections. Ceramic, zirconium, sapphire glass….and the mechanical aspects are always made visible.

7. Your partner and creative director Bruno Belamich said „to create new models I need new sources of inspiration every year“. And actually since 2014 B-Rocket, Belly-Tanker, Aero-GT and BR Bird were born. Is this already now becoming a sort of tradition how you will present your new products?


Not necessarily. Existing objects can inspire him, or he can also be inspired by a plane that only exists in his imagination. Bruno likes his freedom and is not limited in creativity. I give you an example: Bruno loves planes – so he draw a sketch of a plane of how he would imagine it to be. It was the BR Bird. In a second step he tried to put the language of the plane into the watch. Sometimes we take our inspiration from existing objects, and sometimes we invent them. 

8. There is a section on the Bell & Ross website called „professional-references“. How did these cooperations develop? Did the elite unit of the French GIGN come to Bell & Ross or was the initiative on your behalf, to show the manufacturing competences of the professional instrument watches?


We have built up this reference over years and people come up to us because we inspire them. We continue our cooperation with some elite forces because they use our watches as their tools. For Bell & Ross, these people are our brand ambassadors instead of committing public figures.

9. Since 2016 you joined partnership with the Renault Formula 1 team and with this took a step into another very technical field – that of motorsports. How did this develop and what are the reasons for this partnership?


When you speak to most of the engineers in Formula 1 they come from aeronautics. The car has to stay on the ground, the plane in the air, but both field arise from aeronautics. So Formula 1 makes sense for us and it is very successful. It is our challenge now to present new watches that fit this cooperation. Our design team loves to visit the car production side and to exchange with their design team. It stimulates the creativity.

10. Looking at the different collections the price range of the mechanical watches is diversified: from BR V1-92 MILITARY to unique piece BR-X1 SKELETON TOURBILLON SAPPHIRE BLACK. What are the advantages and what challenges do you face with them?


We are not defined by the price. Important is that our customers always recognize a Bell & Ross watch. We have customers who go up to half a million Euros for one watch and some are happy that they can have a valuable watch for 2.000,- Euros. For a company it is of course economically worthwhile to have different price ranges as long as there is a demand for them. It is also a strategically aspect. For example: if Mercedes would only produce the Maybach I don’t think they would be as successful. When you only offer high-end watches you still need to produce many and also sell them to cover your costs. So you also need a daily business with mid-price range watches.

11. Which communication channels are especially important to Bell & Ross today and how will they change in the future?


Obviously the digital world has changed a lot. You get an instant and efficient reaction. But also the Basel fair is important, Print, Billboards, POS. By the way, we had our first website in 1998 – not many brands had a website then. We were also the first brand ten years ago to have a boutique.

12. In what direction does the watch industry move?


There might be a concentration in the watch industry. Look at Basel: compared to a few years there is a strong reduction. It might be a way to clean the market and only the best will survive. And it’s not necessarily the biggest. Actually the big brands, which are focused on quantity will struggle in my opinion. Because I don’t believe that the watch market is made for quantity. And definitely the digital world is also changing a lot.