Beyond the Watch

Bell & Ross stretches further with partnerships outside the industry

- Sean Mossadeg

THE NAME BELL & ROSS has always conveyed a love affair with aviation. Its founders, Carlos rosillo and bruno belamich, have often talked in depth about how their fascination for aircrafts and the history of flying have directed the design of their timepieces.

More recent years, however, have shown the brand isn’t a one-trick pony. the watchmaker has also been taking inspiration from other industries, and its recent partnership with the renault sport Formula one team just last year made quite the splash.

The French connection between the two parties is an obvious starting point and has provided strong marketing opportunities, which are bearing fruit. a brand representative commented that sales have been on the uptick, but that is hardly surprising, given the prestige accorded to the Formula one Grand Prix.

The minute a watch brand enters the hallowed tracks, its visibility is blasted across several platforms that engages several new audiences. additionally, it helped immensely that bell & ross’ br rs16 (renault sport 2016) watch collection carried the iconic black and yellow colours associated with the team, and stayed true to the design.