A DARING DEBUT
BELL & ROSS HELD A SPECIAL REGIONAL LAUNCH REVOLVING AROUND SPACE-TIME DIMENSIONS FOR ITS LATEST BR-X5 COLLECTION. RIGA RAMADHAN REPORTS
In the first week of November, DAMAN attended the Bell & Ross regional launch party for its latest BR-X5 collection in Kuala Lumpur, Malaysia. We joined Bell & Ross founders Bruno Belamich and Carlos Rosillo, celebrities, clients and socialites, for a futuristic-themed party to celebrate the new BR-X5 collection at The Exchange 106.
THE FIFTH DIMENSIONS
Bell & Ross, who are famous for combining aeronautical engineering and technical precision into their Swiss timepieces, brought the future to the now at their launch event.
They took guests on a journey across five dimensions to experience their latest advanced time instrument, the BR-X5.
Upon arriving in the lobby, guests were welcomed by a fictional Artificial Intelligence (AI) persona inviting them to walk into the first dimension by taking the elevator to Level 57 of The Exchange 106 building, a new supertall skyscraper in the city. The view at the top was stunning. Astonished guests had the chance to take pictures with the enormous BR-X5 fluorescent light placed against the exceptional skyscape and sunset.
In the second dimension, guests were met by a sea of optical illusions virtually strolling into infinity amidst a mirror maze and other mindbending installations, likening the experience to an expedition of self-discovery. Once we had completed the journey, we arrived in the third dimension to be met by the founders Bruno Belamich and Carlos Rosillo. Both founders presented their latest BR-X5; a new design evolution of a Bell & Ross iconic square timepiece: the BR-05.
Moving on to the fourth dimension, we were once again inspired to discover an all-white theme above the sky. It was a magnificent sight to behold, taking all the
"The latest BRX5 edition adds a new chapter to the BR-05 collection’s history by preserving Bell & Ross’ aeronautical legacy and the design element of the “round within the square”
guests into a realm of immaculate white-onwhite where intricacy could not help but be felt inside simplicity. All of us looked closely at the timepieces while being ser ved only by robotic arms, in particular the limited edition of BR-X5 Carbon Orange.
Finally for the fifth dimension, guests were ushered back to the beginning in the first dimension and greeted by the grand XO bar only to be elevated to the fifth dimension where the place became one big celebratory party to finish off the mind-bending night.
It was an iconic celebration and a one-of-akind occasion to have both the founders of Bell & Ross partying under one roof, in the super tall new addition to Kuala Lumpur’s skyline for the launch of the brand’s new collection showcasing a sense of sportiness, futuristic edge, and practical reliability.
THE NEW CHAPTER
As a whole, the latest BR-X5 edition adds a new chapter to the BR-05 collection’s history by preserving Bell & Ross’ aeronautical legacy and the design element of the “round within the square.” Put simply, the BR-X5 represents the advancements made by the company to draw collectors and admirers of fine watchmaking with its avant-garde and bold design, attractive in its utility.
Moreover, the new collection is available in three different versions: the BR-X5 Black Steel, the BR-X5 Ice Blue Steel, and the
BR-X5 Carbon Orange which is limited to
500 pieces. All of them are driven with the certified chronometer movement the BR-CAL. 323—developed in partnership between the French brand and the esteemed mechanical manufacture Kenissi—which comes from several years of design, development, and fine-tuning that is visible via a sapphire exhibition case back.
“With the BR-X5, we wanted to push back the technical and aesthetic limits,” explains Bruno Belamich, Creative Director and CoFounder of Bell & Ross. In this regard, by virtue of its movement and its functions, which are visible on the dial, the BR-X5 definitely differs from the BR-05.
With a power reserve indicator in the form of a circle at 9 o’clock, a large-aperture date window at 3 o’clock and and housed in 41mm in a sandwich type construction, these characteristics offer the BR-X5 a fresh look and a distinct aesthetic personality.
In the end, Bell & Ross successfully takes the classic integrated silhouette to a whole new level, drawing on the brand’s strong DNA to create a fresh, modern look that combines sportiness with a special movement with the new BR-X5 collection.