Bremont New Models at Watches & Wonders 2024

I like those Terra Novas.

The Terra Nova is gorgeous 😍

Unpopular opinion, I think they're a huge improvement over their older more clunky yet generic designs. These look slicker, more evolved to my eyes.

I'll admit that they look better on the wrist, but they've still sucked all the life and creativity out of the brand.

I can't get on board with this new uninspired/generic direction they're going in and it's actually made me decide not to buy a Supernova, which I'd been eyeing up for a while.

Wonder how much they're asking for these?

They already have them in their shop:

https://www.bremont.com/pages/bremont-watches-and-wonders-2024-new-releases

Looks like they're all between£3k- £5k which seems pretty sensible to be fair.

Their integrated Supernova line was hilariously overpriced.

Nope, not a fan. I agree with the sentiment that they look better on wrist than in render, but … ugh.

The Supermarine has just been stripped of all character. From the use of the Generic Luxury Brand Bold font and the nondescript logo, to the generic case shape and bland dial - I honestly don’t see any reason to differentiate a Bremont over any other diver. I loved the old Supermarines and came very close to buying one (I ended up with a Pelagos 39], but they certainly had their issues: mainly too chunky (in S500 guise) and expensive (in S300 guise) for what they were. The new editions fix none of those issues and add no character.

The Terranova … well, I’ll grant it has character. But it’s bulbous and chunky. There’s nothing in those forms that recall classic British Age of Exploration. The numeral font does, but when you combine those with the contrast color logo and brand text, it looks like a pastiche. It’s an odd mix of modern and vintage that just don’t go together.

Bremont’s a brand that has a ton of potential, but these are two really bad first steps. I really hope I’m wrong and that these succeed, but I’m really disappointed.

Yeah whilst they’re not my thing, Davide Cerrato seems to have delivered on his promise of more sensible pricing.

I’m not in the market for one of these, but at that price they’re undercutting Tudor. Given how much everything has gone up recently, I can imagine some saving up for a Tudor may just think why not one of these for less?

The field watches seem to look better in those shots, but the diver looks worse 😬

For 10% less considering the heritage, in-house movements, brand recognition, and 2 extra years warranty?

I just don't see it to be honest.

Have you ever perused the “wares” on Canal Street in NYC? Street vendors selling the crappiest attempts at fake stuff I’ve ever seen. These “entreprenueurs” basically buy AliExpress handbags and whack an MK logo on it..

These Bremont pieces look like they came from Canal street/AliExpress.

Terra ble…

The prior entry-level Bremonts used Selitas as well - only the higher end, H1 Generation watches used in-house movements - but overall agree - they’re not living up to the statements that they wanted to lower prices.

They released only one sub-$3K watch, the 38mm no date Terranova. Everything else is as expensive as the prior lineup - the old Supermarine S301 is $3,450, and the new Supermarine is $200 more, despite ostensibly using a cheaper construction, based on the Financial Times article, and despite using a lower grade movement: the older Supermarines were all chronometer-grade, while I think it’s safe to assume the new one isn’t since there’s no mention of chronometer-level accuracy with them.

I’m no spec-chaser, but everything they’ve done makes these watches seem lesser than the previous models while charging more - not less - of a premium (while making noise about charging less because they have one sub-$3K watch.

Hmmmmm… not for me.

That new Supermarine is an abomination sadly. I’ve seen a shot of the 500m one in full matte green. Utterly saddening. Terra Novas are slightly nicer, but nothing on the legacy Bremont designs. Such a dissapointement for Bremont fans I believe.

With Watches and Wonders basically being done and dusted, it's amazing how much Bremont hasn't been mentioned by the watch media. The brand making the biggest changes, who are at the show for the very first time, has been treated like they weren't even there. I suspect it's because those media outlets like to maintain good relationships with the brands for access to their people/products. So saying nothing is actually really damning. It's like they couldn't even find one nice thing to say about them. The only thing I've heard about Bremont at all was from the Worn and Wound podcast, who said their new models feel cheap in the hand 😬

As someone who as bought many Bremont watches in the past, this new look brand was the main curiosity for my first visit to Watches and Wonders. I talk about Bremont at around 5 mins 30 seconds in on this video: https://youtu.be/1uDoQA27D5M?si=_LE86i5MB2FPajnE

Enjoyed your breakdown.

I agree with your observations and perspective on Bremont.

It is clear that in order to achieve the hockey stick curve of growth, bold moves would be neccesary. However, the direction Davide Cerrato chose has turned me away from the brand, at a time when I was looking for reasons to lean in.

It started with the new Supermarine 302, when they replaced the timing bezel insert with a 24 hour insert to reposition it as a rugged travel watch, but kept the legacy unidirectional 120 click diving bezel action in a brazen indicator that the new direction will look for any opportunity to cut corners.

We now see the movements are no longer chronometer grade, they've stopped using hardened steel, and seem to have abandoned their pursuits of a fully in-house British made movement.

There is less diversity in the portfolio, as we now have our choice of different colors of fewer models, instead of the diverse selection of models previously available.

Given all those observations, it lends credibility to the rumor that Davide targeted the Martin-Baker line and faced intense opposition from the company staff to protect it.

I am beginning to view Bremont the same way many view Heuer before the Tag acquisition.