No longer exhibiting at Basel, British brand Bremont hosts “Townhouses” around the world, where the brand introduces its newest products. This week, Bremont opened its world tour at its London Townhouse, held in a former courthouse building in the Clerkenwell area of London, complete with a courtroom, jail cells and a tributary to the Thames running under the building — where criminals were taken directly to boats that exiled them to Australia.
Kitted out to celebrate Bremont’s many partnerships with the military, the Townhouse concept really works for Bremont. The Townhouse allows Bremont to present to end clients, retailers and journalists where they have undivided attention.
The big news this year is that Bremont has now been officially recognized as a partner of the Ministry of Defence (MoD). To celebrate this, Bremont has introduced a new collection of three pieces, the Armed Forces Collection. The three references are the Broadsword, a three hand timepiece inspired by the legendary “Dirty Dozen” watches from World War II; the Arrow, a monopusher chronograph; and the Argonaut – a military dive watch featuring an inner rotating bezel and water resistance to 300 meters.
This collection is very well priced and designed to appeal to both military personnel and civilians. As the Official Luxury Watch Partner of the MoD, Bremont has the authorization to use the emblems of the Royal Navy, British Army and the Royal Air Force, beautifully worked into the case backs of each watch. On the dial, Bremont features the acronym HMAF, which stands for “Her Majesty’s Armed Forces.”
“Our work with the military and our Britishness is our identifier,” co-founder Nick English says in an exclusive interview with Revolution.Watch. “We have been working with the military since the beginning of our brand, with squadrons, regiments, special teams and more, and this is a great honor for Bremont to be an official partner of the MoD.”
In Other News
Though the Armed Forces Collection stole the Townhouse show, Bremont also updated its S2000, introduced a new Martin-Baker timepiece celebrating the ten years of that partnership, showed a new 40mm S300 with a white dial, and introduced two new 34mm ladies pieces.
Bremont has come a long way since its beginnings in 2002, and it has been committed to manufacturing as much as possible in the UK. Most of the cases of the watches the brand introduced at the Townhouse are now made at the brand’s production facility in Henley-on-Thames, and Bremont is on pace to introduce its own manufacture movement next year.
What Bremont has achieved is impressive, and the breadth and depth of its partnerships, including adventurers Ben Saunders, Ollie Hicks and Charley Boorman, military and law enforcement groups, British companies like Martin-Baker, British Airways and Jaguar and UK organizations like the Bicester Heritage, the Invictus Games, Walking with the Wounded and now the MoD, help the brand stand out.
Good show, Bremont.
