How quickly the company line changed from new new new to "everything stays the same" :D the dismantling of bremont was one of the more terrible decisions in the watch industry in recent years and wont be forgotten soon
the repeated reassurances re air being the core and not going anywhere plus reassurances that the old logo is not going away = he realizes that he messed up doing too much too soon.
Just a point but Bremont are NOT issued watches, unit watches yes, worn by military but not issued. Also most of the new watches are not made in Henley either.
The message is clear: Bremont was a failing company that had to be rescued and was so bad that the new owners had to throw out all their old designs, branding and the story behind the brand. Every existing Bremont owner is now looking at his wrist thinking “Did I buy a sh*t watch?”, and every new potential customer is thinking “Oh, Bremont, that’s the failed company that made sh*t watches and had to be rescued”. People buy watches because of the story. The Bremont story was glorious; a passion for watches, over-engineering, military focuses and the plucky English underdog. Davide is neither English nor an Engineer, nor an aviator so he cannot understand the story. It’s just not in his DNA. He is Swiss and has grown up with the belief that only Swiss watches are any good, and anything else might as well be made in China. He has no affinity for the English heritage and nationalistic pride, he simply does not understand it. As for the rumour that Bremont never made money for 20 years; that is just BS. Like all small business owners, Giles and Nick found ways to put money into their own packets, paying as little tax as possible. On paper they may have been unprofitable, but Nick and Giles were doing very nicely thank you. The capital investment was their golden moment - a chance to bring movement manufacturing at scale to England. The Swiss could do nothing except see this as a threat, and consciously or not, that is the attitude that Davide brings to the table. Sadly, the investors lacked the patience to see it through and demanded profits before the company was ready, sending Giles and Nick ignominiously into the wild blue yonder, taking their passion and story with them. There is no doubt that Giles and Nick could have used some management guidance, and Davide may have been useful in this role. Giles and Nick loved designing watches, that was their passion, and like a lot of artists, they lacked financial acumen. They created too many dissimilar watches instead of creating a common design language so that a Bremont could be recognized at 10 paces. (Although the Triptick did come close). Instead, Davide has introduced a terrible logo, a story of failure and watches that we can buy from AliExpress. He may be a good executive, but he’s the wrong executive for Bremont. I think Bremont will fail, unless they can reverse course VERY quickly. There just isn't a story anymore, it's just another mushroom microbrand.
Obviously. They still allow you to make up your own opinion. I find it interesting to hear more and like some of the models better than some of their old stuff.
@@ulifluhme hey, then maybe you can tell me your opinion on Bremont quietly dropping a €10,000 watch, the company's flagship, the Supernova, from the product line and it isn't even mentioned here.
@@ulifluhme THIS is a fact. Do find me any official information by Bremont which explains why they dropped the Supernova quietly from the product line, and you are my man. Until then, it is like it is. This wasn’t nothing of the type „things“. It’s a fact. Supernova, Fury, and Audley are not any longer available. This happend without any information. Except with the website search, you will not find any Informationen, that this watches even existed. And the H1 had been the highly praised flagship movement. The BIIIIG step of Bremont. I even hoped that this would be a topic, even a little, in this Interview. But it wasn’t. Nothing more to say.
It was hard to listen to. Davide had previously announced a total revolution at Bremont, replacing the entire old collection with a new one to lower prices. What we got at Watches & Wonders were watches that offered half the value of the old Bremont models but only cost 10% less... So, in terms of value for money, we got watches that were actually more expensive than the previous ones. But worse in quality :) Microbrand quality at a Tudor price, with no added value. What Davide is doing now is trying to backtrack on those promises and tell us, "It's not what you think." And I don't understand the point of this interview. Why pay Monochrome for content that doesn't even pretend to be a real interview? Davide might as well have recorded such material himself with his marketing message. I still wish Bremont all the best. I just wonder if they hired the right person. P.S. The interview I’d really like to hear is one where Davide tells us how the revival of HYT went. He talked a lot about his plans when he took the helm there. But he left without a word of farewell or any sort of wrap-up.
Makes me sad... I fell in love with Bremont 10 years ago with the story and the 'air' line of watches. Hate the new brand, no more story with the brothers gone, and the new watch line looks scattered with no real design identity. Will be a forgotten brand in 10 years. Christopher Ward are taking advantage of this mistake with strong identity, good quality and sensibly priced British Brand
Prior to all these changes, I was starting to warm up to Bremont and had them on my list. I have now lost interest. I am actually repulsed by the new log replacement and the fact that they pay some guy, who likes hiking, to be some sort of "brand ambassador." No thanks. :)
What a wate of my time that was. That wasn't an interview in any sense of the word, just a few lead questions to allow DC, uninterrupted, to spout the same drivel over and over, that we have have heard time and again. Not a single question about manufacturing.
It's amazing to see it takes only one person to destroy a whole company. Look what you have done.
How quickly the company line changed from new new new to "everything stays the same" :D the dismantling of bremont was one of the more terrible decisions in the watch industry in recent years and wont be forgotten soon
I have a Bremont Martin Baker 2 and it has made a nice addition to my collection.
lol, DC, the man who destroyed Bremont!
And montblanc, and HYT
the repeated reassurances re air being the core and not going anywhere plus reassurances that the old logo is not going away = he realizes that he messed up doing too much too soon.
From Bremont to Hamilton in no time!
Ive owned a few bremonts, love them, the ALT1-C Griffon is my favourite 👌🏻
Just a point but Bremont are NOT issued watches, unit watches yes, worn by military but not issued. Also most of the new watches are not made in Henley either.
What have they done to the supermarine??????? So generic! Why???
The message is clear: Bremont was a failing company that had to be rescued and was so bad that the new owners had to throw out all their old designs, branding and the story behind the brand.
Every existing Bremont owner is now looking at his wrist thinking “Did I buy a sh*t watch?”, and every new potential customer is thinking “Oh, Bremont, that’s the failed company that made sh*t watches and had to be rescued”.
People buy watches because of the story. The Bremont story was glorious; a passion for watches, over-engineering, military focuses and the plucky English underdog.
Davide is neither English nor an Engineer, nor an aviator so he cannot understand the story. It’s just not in his DNA. He is Swiss and has grown up with the belief that only Swiss watches are any good, and anything else might as well be made in China. He has no affinity for the English heritage and nationalistic pride, he simply does not understand it.
As for the rumour that Bremont never made money for 20 years; that is just BS. Like all small business owners, Giles and Nick found ways to put money into their own packets, paying as little tax as possible. On paper they may have been unprofitable, but Nick and Giles were doing very nicely thank you.
The capital investment was their golden moment - a chance to bring movement manufacturing at scale to England. The Swiss could do nothing except see this as a threat, and consciously or not, that is the attitude that Davide brings to the table. Sadly, the investors lacked the patience to see it through and demanded profits before the company was ready, sending Giles and Nick ignominiously into the wild blue yonder, taking their passion and story with them.
There is no doubt that Giles and Nick could have used some management guidance, and Davide may have been useful in this role. Giles and Nick loved designing watches, that was their passion, and like a lot of artists, they lacked financial acumen. They created too many dissimilar watches instead of creating a common design language so that a Bremont could be recognized at 10 paces. (Although the Triptick did come close).
Instead, Davide has introduced a terrible logo, a story of failure and watches that we can buy from AliExpress. He may be a good executive, but he’s the wrong executive for Bremont.
I think Bremont will fail, unless they can reverse course VERY quickly. There just isn't a story anymore, it's just another mushroom microbrand.
Spot on. Couldn't agree more
I understand you were hired by Davide to counter the public opinion on the new direction of Bremont.
Obviously. They still allow you to make up your own opinion. I find it interesting to hear more and like some of the models better than some of their old stuff.
@@ulifluhme hey, then maybe you can tell me your opinion on Bremont quietly dropping a €10,000 watch, the company's flagship, the Supernova, from the product line and it isn't even mentioned here.
@@UhrensohnGlobalI hear a lot of things about Bremont these days but won’t add to it without knowing
@@ulifluhme THIS is a fact. Do find me any official information by Bremont which explains why they dropped the Supernova quietly from the product line, and you are my man. Until then, it is like it is. This wasn’t nothing of the type „things“. It’s a fact. Supernova, Fury, and Audley are not any longer available. This happend without any information. Except with the website search, you will not find any Informationen, that this watches even existed. And the H1 had been the highly praised flagship movement. The BIIIIG step of Bremont.
I even hoped that this would be a topic, even a little, in this Interview. But it wasn’t. Nothing more to say.
It was hard to listen to.
Davide had previously announced a total revolution at Bremont, replacing the entire old collection with a new one to lower prices.
What we got at Watches & Wonders were watches that offered half the value of the old Bremont models but only cost 10% less... So, in terms of value for money, we got watches that were actually more expensive than the previous ones. But worse in quality :)
Microbrand quality at a Tudor price, with no added value.
What Davide is doing now is trying to backtrack on those promises and tell us, "It's not what you think."
And I don't understand the point of this interview. Why pay Monochrome for content that doesn't even pretend to be a real interview? Davide might as well have recorded such material himself with his marketing message.
I still wish Bremont all the best. I just wonder if they hired the right person.
P.S. The interview I’d really like to hear is one where Davide tells us how the revival of HYT went. He talked a lot about his plans when he took the helm there. But he left without a word of farewell or any sort of wrap-up.
Makes me sad... I fell in love with Bremont 10 years ago with the story and the 'air' line of watches. Hate the new brand, no more story with the brothers gone, and the new watch line looks scattered with no real design identity. Will be a forgotten brand in 10 years. Christopher Ward are taking advantage of this mistake with strong identity, good quality and sensibly priced British Brand
Prior to all these changes, I was starting to warm up to Bremont and had them on my list. I have now lost interest. I am actually repulsed by the new log replacement and the fact that they pay some guy, who likes hiking, to be some sort of "brand ambassador." No thanks. :)
That tourbillon dual-time is the first Bremont I've seen that has piqued my interest.
A brand with two logos.... this whole conversation sounds to me like an excuse to publicise a bit of a walk-back on branding.
These new watches are soul less. Still way too expensive. RIP Bremont.
I think the repurposed phone box without a phone inside kind of tells us everything 😢
What a wate of my time that was. That wasn't an interview in any sense of the word, just a few lead questions to allow DC, uninterrupted, to spout the same drivel over and over, that we have have heard time and again. Not a single question about manufacturing.
No more ladies' watches :(