For any brand creating a new collection, the challenge lies in the tension between aesthetic innovation and consistent design language. With the new Bell & Ross BR05, the brand has successfully maintained their core visual identity with a circular dial and squared-off case, exposed screws at the corners of the case, and bold Arabic numerals.

The innovation begins most prominently with the integrated bracelet directly into the case, which is a departure from the more traditional Bell & Ross look. The softened curves of the polished bezel contrast sharply with the angles of the brushed steel lugs, creating visual depth that continues along the bracelet.

Constructed in a H-link style, the bracelet also features a mixture of polishing on the softer angles and brushing on the right angles. For those seeking a more lightweight fastening system, the BR05 is also available on a rubber strap that suits warmer conditions.

There are five new models in the collection, with three steel options in grey, blue or black sunray dial options. The final steel model is the BR05 Skeleton, complete with a fully skeletonised dial that offers unobstructed views of the automatic winding BR-CAL.322.

The final model offers significantly more wrist presence with an 18k rose gold case and bracelet, which contrasts attractively against its shimmering black dial. All models in the new BR05 collection are a robust 40mm in diameter, feature 100m water resistance and have Super-LumiNova filled hands and hour markers, a reminder that at its core, Bell & Ross are a manufacturer of tool watches.

This new collection is a strong new step for the brand whose main collection in years past have been military or aviation watches, both of which are sometimes challenging to wear in corporate environments. With the BR05 collection, Bell & Ross are making a serious case for consideration by a much broader audience than those exclusively interested in tool watches.

For more details, visit Bell & Ross.