Wednesday, November 1, 2017

When everything is said and done...

there is nothing left to do or say.

Darryl Dawkins

Courtesy of Bell & Ross
And suffice it to say, as far as Bell & Ross is concerned, there is plenty left still to say.
Bell & Ross has done something very, very few brands have been able to do in recent memory - write a second chapter and reassert their relevance.  And this didn't just happen this past BaselWorld.  It really began a few years ago with the release of what was, at the time, a rather daring choice for Bell & Ross.  A chronograph with a blue dial with gold indices and hands was definitely not in the B&R wheelhouse at that time. 

Since their founding, Bell & Ross had established themselves (primarily) as a brand that made (primarily) watches with black dials.  That is not to say that is all that Bell & Ross made.  But it is safe to say that when the average person (watch enthusiast, or Joe Public) thought about B&R, they tended to think of black, military style watches.

When they came out with the BR V2-94 AERONAVALE, it was a bit of a risk.  But looking back, it is clear that this was a very worthwhile departure.  It opened the creative (and marketing) doors to the possible opportunity of swimming in a slightly different direction.  And it, in turn, gave rise to the BR V2-94 GARDE-CÔTES -
Courtesy of Bell & Ross

Courtesy of Bell & Ross
Tudor, Omega and others simply grab the checkbook and look for new brand ambassadors or events to label.  Bell & Ross has shown with their latest efforts that to grow a watch brand beyond that first burst, you need to be evolutionary - not necessarily revolutionary.

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