Square Rules

The new 41mm Bell & Ross BR 03 is a little smaller yet packs a bigger punch. Here's why 

- JONATHAN HO 

THE EARLY 1990S were marked by a shifting cultural landscape and as the world entered its next decade, the end of the Cold War ushered in a sense of optimism and this newfound dynamism was reflected in the design sensibilities of the era. In terms of cultural zeitgeist, the utilitarian aesthetic previously associated with implements of war (i.e. fighter jet cockpit instrumentation) was reinterpreted with a minimalist aesthetic and it was against this backdrop that Bell & Ross – founded in 1992 by childhood friends, Bruno Belamich and Carlos A. Rosillo – made its debut.

Their namesake brand’s BR 03 collection has been emblematic of Bell & Ross’ identity and style since 2005, with the launch of the BR 01 with an imposing 46mm case. The brand’s early designs not only captured the spirit of the times, but also appealed to a burgeoning audience of watch aficionados who were seeking something different from the traditional round cases and conservative dials prevalent in the industry.