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Davide Cerrato, CEO of Bremont, On The Way forward for the British Watchmaker

Bremont, Britain’s largest producer of luxurious watches, lately introduced that it has appointed Davide Cerrato as CEO and a member of the Board. Throughout Dubai Watch Week 2023, we had time to sit down down with this business veteran and perceive his message to shoppers, how the corporate’s new progress plan will work… and extra.

Xavier Markl, MONOCHROME – Davide, what introduced you to Bremont? How did this new story begin?

Davide Cerrato, CEO of Bremont – I firmly consider issues don’t occur by likelihood. In a manner, I’ve at all times admired British issues; I’ve at all times been informed I gown like an Englishman… nicely, half-Brit, half-Italian. Let’s say a Brit from the South…

Bremont was searching for a brand new CEO following an injection of capital, somebody skilled from the watchmaking business. I’ve been energetic within the phase the place Bremont operates for years, at Tudor and Montblanc, particularly. This can be a phase I actually love: it’s tremendous aggressive, value-driven and client-oriented. Moreover, I’ve additionally specialised in conducting turnarounds, which require a selected set of expertise and a 360-degree understanding of the enterprise. In a manner, all of my experiences have been converging in the direction of Bremont. 

We have now had an excellent connection from the start with Giles and Nick, the Bremont brothers, but in addition with the President of the Board and the buyers, Invoice Ackman, who’s a very inspirational particular person and the unbelievable individuals at Hellcat. 

All of the substances have been there: the model is superb, and the problem is fascinating.

That was certainly one of our questions. Being a veteran of the business, you clearly knew Bremont… however what have you ever found?

Nicely, I didn’t know as a lot about Bremont as you would possibly assume. The model is well-known, in fact, however the model’s communication technique has not been steady. 

Nonetheless, in a manner, I discovered what I used to be anticipating: a whole lot of authenticity. Giles and Nick put all of their ardour into Bremont, together with many extremely passionate and devoted individuals. You even have very completely different backgrounds since Bremont relies within the UK and never in Switzerland. There are individuals from completely different industries with completely different practices. I instantly noticed an enormous potential for enchancment.

What are you attempting to inject into the model?

As a result of the model had grown in a really natural manner, there have been many various tales, collaborations and partnerships. I counted over 65 from Williams to Jaguar… It is vitally intelligent on one aspect, however there are too many tales working concurrently. We’d like extra focus. 

“Journey and Exploration” is the subject. We simply launched our new marketing campaign “Take it additional”. It’s a unbelievable aggregation of what Bremont stands for. Bremont is British, and “Journey and Exploration” are very British themes. With it, we are able to discuss Britishness otherwise whereas being common and future-proof. We have now these ties with militaries, with hundreds of individuals testing our watches on the sector every day. I wish to make Bremont the king of instrument watches which can be examined day-after-day. We have now this robust “product testing tradition”, the epitome being the Martin Baker fighter ejection seat expertise.

This sports activities watch identification of the model permits us to simplify, too. There have been too many tales, traces, sub-lines and, ultimately, no iconic watch. Folks must affiliate the model with a product. So, we’re simplifying the gathering.

There might be 4 classes: Journey, Water, Land and Air. Water is straightforward; now we have a group referred to as Supermarine that wants streamlining and a stronger identification. We’re taking a primary step now with Supermarine and can observe up with a stronger one in February. Land might be a totally new line to be unveiled at Watches and Wonders. It’s actually robust, impressed by British army watches. Lastly, Air would be the focus for subsequent yr, from July 2024.

So, all collectively, a single positioning for the model with clear product traces. Then, we’ll work on the pricing, decreasing the entry worth of the vary and shifting into extra inexpensive worth positionings. And on the identical time, we’ll develop new, tremendous fascinating problems for our current shoppers.

Bremont Isle of Man TT Limited Edition ChronographBremont Isle of Man TT Limited Edition Chronograph

Final however not least, we’re very robust within the UK, however we’re engaged on relaunching the model within the US and right here, within the Center East, the place now we have introduced our partnership with Ahmed Seddiqi & Sons to develop Bremont within the area.

What about Bremont’s manufacturing amenities?

Discovering the manufacturing premises put an enormous smile on my face. All of the shoppers visiting the manufacture are astonished. The premises are very good. That is the place you perceive what the model stands for at this time.

So, what do you make in-house?

We do all of the meeting right here; we make motion components, a few of our circumstances, and we beautify components… Naturally, now we have a number of companions for particular components. We wish to develop from 10,000 to 30,000 or 35,000 items. That is the purpose. We make a few of our actions however work with Sellita for others. 

The newest GMT is an “workplace GMT”. Do you intend on growing a “Traveller” GMT? Is {that a} risk with your personal actions?

Not with this one, however we’re desirous about that and planning to broaden the variety of problems and features we provide. Beginning in Watches and Wonders, we’ll current a brand new complication and our motion technique.

Bremont Supermarine S302 GMT Diver Second Generation 2023 updateBremont Supermarine S302 GMT Diver Second Generation 2023 update

Again to those current product launches, are you able to inform us in regards to the new Supermarines?

These are the primary steps of reframing the Supermarine GMT Diver 300m. We have now added a 24-hour bezel as a result of the GMT and non-GMT had the identical bezels earlier than, and I needed to spotlight the performance. After which, many particulars have been redesigned. For instance, the font for the 24-hour is new and extra technical. The Supermarine font has been modified and is now orange. The London signature will now seem on all dials. We use completely different colors. I actually consider we have to introduce extra colors, extra enjoyable and originality. We have now labored on the bracelets and straps. The rubber is tapered and slimmer, and the leather-based straps are new, too.

It’s a first step, however the second step, in February 2024, will reveal the Supermarine as a real instrument watch. And naturally, we’re engaged on decreasing the costs.

For extra info, please go to www.bremont.com.


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