Ben Clymer Presents, Ep. 10: The Bremont Episode With Davide Cerrato
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- Опубликовано: 23 янв 2024
- For this final episode, Ben is joined by Davide Cerrato, the CEO of Bremont. He's probably best known for his tenure at Tudor, after which he made stops at Montblanc and HYT before being announced as the CEO of Bremont in May 2023. As Cerrato tells us, Bremont is gearing up for a "relaunch" of the brand at Watches & Wonders in April 2024 - the first time it'll exhibit at the annual trade show in Geneva. In this Ben Clymer Presents conversation, Cerrato tells us about his vision for Bremont and the opportunities he sees, his 20-plus years in watches, and a little bit of Italian tailoring.
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Thank you for doing this timely interview Hodinkee. As a longtime Bremont fan, I’m hugely excited to see what Davide Cerrato comes up with for the future of the Bremont brand. I think he speaks a lot of sense and comes across very well; a true professional whilst clearly being a bit of a watch nerd too. Class act.
It would appear, Watches & Wonders, they were the "Talk of the show", for all the wrong reasons
I am so excited for Bremont’s future and hope they do very well. This reminds me of when Triumph Motorcycles relaunched in the late 20th century and now is a powerhouse in the motorcycle world again. I can’t wait to see what they dreamt up at W&W!
Totally agree.
Very excited too see what they release at W&W!
💯🎯👍
That guy is wearing two sweaters…..for the love of fashion. Legend!
Old Ben Bold questions Great thanks for it ❤
One thing that cannot be denied about Bremont is that they are excellent value for money.The build quality is massively over engineered for the price point. On the used market they are a steal ,simple as. Plus you are not going to get smashed over the head for wearing one . I’ve bought several over the years and still have all of them . They have been regularly used and have never let me down.
I liked Bremont's new lineup at Watches & Wonders, and I am excited to see it will develop in the coming years. I love the new logo! But then again, I was not familiar with the brand before, so maybe that's why.
The CEO did not make a very good impression here, very unclear on what the brand is and who their customers are. He could have talked about almost any brand. However, I will give him the benefit of the doubt, as I suppose he did not feel that he *could* say much here mere weeks away from the big reveal. All in all, I suppose the timing of this interview was a bit unfortunate.
This was a snooze fest, and to be honest I found a lot of answers to Ben’s smart questions really lacking. Specifically the “what makes your brand stand out from other brands in the price point such as Tudor, Oris, etc?”.
Superb insight into one of my favourite watch makers. His experience of our world will be fascinating to watch play out at Bremont. MB is still one of the most iconic models.
Great interview. 👏🏽👏🏽👏🏽
Ben, I loved your interview with Davide Cerrato of Bremont! I am a huge fan and enjoy your interviews very much and I am a HUGE Bremont fan. This is an odd question, I’m sure, but I wanted to ask you (LOL) what is the brand of sweater you have on during this interview and where can I purchase one? Thanks Ben!
Bremont now for sale on Hodinkee shop
Let me know and I will come over to Bremont and do a video... Interesting Interview.
Bremont and Oris are owning the $2,500 to $5,000 segment.
I don't know about that because Longines been slaying it for the last few years!!!!!!!!!!!!!!
@@SteveSmith-kd9ifAnd Tudor
That GMTmaster homage is fire.
“What’s one thing you would say beyond ‘get excited’ to our enthusiasts about whats to come?”
“I would say stay tuned! We are bringing to you something very exciting”
🥴🥴🥴🤦🏻♂️🤦🏻♂️🧐🙄
Moving down market makes a ton of sense. The waters are too dangerous
At 2 CW eats them alive. At 3 Oris, Longines begin to feast. 4k and Tudor joins. Above that, they've already failed.
@@shuycg CW releases solid watches, but then discontinues many of them rather quickly which then prompts them to offer a very limited timeframe of product and parts support. I had a Christopher Ward and still love their watches, but with their current model I have very limited faith in purchasing a watch of theirs and keeping it for life. I would definitely consider Oris, and especially Longines and Tudor more of a threat.
I do believe Bremont is unique enough (case design, hardening, ongoing proprietary manufacturing, British origins, etc.) to solidify a spot in the segment they're aiming at. I've also never heard of them letting down a customer by not offering product support long after a customer purchases a watch.
I would still love to see Bremont step their game up in particular areas. Such as ideally having all timing bezels lumed, matching bracelet tones to cases, having micro-adjustment standard on all bracelets, and introducing a propriety movement option for entry level models. They still have a long way to go to make the kind of impact they seek, but it looks like they've started making good moves lately to head in that direction.
@@shuycgdon’t forget Nomos.
Before Bremont, he was at HYT
Before HYT he was at Montblanc. Before Montblanc he was at Tudor. Before Tudor he was at panerai. This dude changed jobs like Ben swap socks…hopefully.
Cerrato’s path on HYT lasted as long as a cat on the highway…
From quality brands to Mall store brand
Why didn't you postpone this interview after W&W ?
Reducing their price point makes sense, I think that’s where the majority of consumers see the level of the brand. However, how will they justify the high prices of the existing range once the cheaper ones are released? Going to need a lot of very good marketing and communication to explain what differentiates the new lower end of their range and the upper end. It’s extremely hard to just ‘reduce prices’ without making some sort of change in the production process, materials, etc. or you just risk basically admitting everything up until now has been way over priced.
I love the brand and think it has loads of potential, but this won’t be easy to get right. Good luck and looking forward to seeing the new releases
Yes, finally someone covers Bremont. My grandfather was in the RAF. Ended up getting the Broadsword to have the heritage of the British military. Love the Broadsword as my military watch. Interview was only ok, but I love the watch and the meaning it has to me. And that’s what watches should be all about…the story behind it.
Bremont was founded in 2002. How did your Grandfather wear a Bremont in the RAF?
@@CombatRatdon't be a pest. The Broadsword is a dirty dozen inspired military watch. People can like whatever they want. The Broadsword is one of their nicer recent releases.
@@alectang1614 genuinely was not trying to be a pest. Just seems some further clarification is needed.
Yes, I agree, people can and should like whatever they want. My response was not a commentary on Bremont.
Were the dirty dozen watches issued to the RAF? I thought it was intended to be a field watch.
@@CombatRat oh okay sorry, your comment just came across as petulant on RUclips comments. But, no they were not issued to the RAF. However, the OP said his grandad had a Bremont and he likes the military connection of the brand.
@@alectang1614 No problem. Rereading the original comment, I think I misinterpreted it--happens late at night.
I guess he was saying his grandfather was in the RAF and subsequently had a Bremont watch. Not that he had a Bremont watch while he was in the RAF. 🫠
Well, now that I know Bill Ackman is a major investor, I'm out.
Down with the billionaires ✊🏻
Don’t hate the player, hate the game you can’t figure out.
Totally agree. Bad look for Bremont taking money from that guy.
LOL so basically Bremont had too many models and they were overpriced, and they brought this guy in to sort them out...
They make nice looking watches, they're just too big for my wrist!
Same here. All their pieces seem made for 8 inch wrists or larger it seems
I felt that way at first as well, but the downward curved lug ends help with keeping them more compact. The 40mm S300 variants also stand out as a good versatile size.
This guy jumps jobs like no other…. 😅
Who?
Tacky idea on military watches, with out embracing the original field watch. You don’t have to put the date on everything. The 3 hand 1 to 12 face with the achievement of accuracy and visual symmetry allows the brain to compress various inputs of data in a stressful situation. The French love sub dials , visual nonsense, bisecting numbers and food .Kindly stick to the latter
🥱
Went into their Mayfair shop a few years back with the intent to buy a “British” watch with some authentic aviation/military brand vibe. The guy tried to push some wacky art piece by Ronnie Wood of The Rolling Stones. My reaction was WTF? Brand is confused and overpriced, so hopefully this guy can center it on something consistent and credible. I ended up getting a Tudor BB Harrod’s special edition and it always reminds me of the bad experience I had at Bremont.
Bremont: Questions over back story, questions about how in house the movements are, questions about how associated with military they are, questions around who worked with the brand to create watches for particular regiments .. or if anyone did,, questions over why they lazily print logos on outdated watches and claim (or market) their connection with UK military... etc., etc., etc., etc., etc., etc.,.
Questions why Davide won't even correct the pronunciation of the brand.
It's just a small watch company, not the CIA. Relax dude.
I guess haters gonna hate
British adventure, exploration, colonialism?
relax.
Talking watches with Bill Ackman...just a thought
Is he a big watch collector? I know he's got the money for it but I never heard anything about him being into it.
Hes a billionaire he can buy everything might as well ask what watch brand he owns
I think is a bad idea to invest deeper into military watches, because for some reason it is only the older generation that really seems to have a connection to those and once those people die off, then the younger generation that’s collecting now will really have no desire for them, becausewe don’t really like the military or what they represent in the world. Whether it is American, or any other one of the sort, but as an American, I really don’t care about the military or particularly want to represent them.
Yeah, the world really has no future with your generation.
Yeah, the world really has no future with your generation.
Bremont means nothing to me. The brand lack a message.
Their brand message is very clear and consistent. The problem is between your chair and keyboard.
They are related to planes I think ✈️
Is the brand just... England? I'm trying to find any shared touchpoints between the Broadsword, the Waterman, the MB2 and it feels like they're grasping. And the new GMT looks nearly identical to the new Longines Zulutime
@@jonwithrow8540 They are are not 'grasping', two confirmed pilots founded the company. Unlike other big name brands these two are real pilots and not just paying people to represent them. Google 'Bremont watch history'...it's all there.
😂 bit deep.
The rebrand totally sucks and the new line are some of the un coolest watches out there. Utterly horrible.
Oh for gods sake, at least pronounce the brand name correctly. Nobody, nobody at all other than Ben, pronounces it Breee-Mont. Nobody.