Worn & Wound
Editorial: Our Reactions to the Bremont Rebrand
Bremont made their debut at Watches & Wonders last week, and they unexpectedly became the talk of the show. The new watches represent a dramatic departure from the design language Bremont has cultivated over the past 20 years, and serve as the introduction of Davide Cerrato at the helm of the company (he’s been CEO since spring of last year, but these new novelties are the first from the brand without the design input of founders Nick and Giles English). Relaunches are complicated, and we can’t recall a similar attempt at a rebrand that was so ambitious. To unveil a completely new strategy at a brand’s first Watches & Wonders under a CEO who has been in place for less than a year is a massive undertaking, and regardless of how you feel about Bremont’s new direction, there’s no denying that this was a big swing. Below you’ll find reactions to Bremont’s Watches & Wonders presence from Zach Weiss and Zach Kazan, both of whom had a chance to (briefly) go hands-on with the new novelties. We hope to have an opportunity to spend more time with these watches in the near future to bring you a more complete evaluation outside the fanfare and noise of the industry’s major trade show. Zach Kazan A somewhat slower year for big, flashy new releases at Watches & Wonders means that smaller stories about watches and brands that don’t normally generate a ton of heat will be talked about and picked apart in a way you wouldn’t necessarily see. Last year, when Rolex dropped...
