THE ARCHITECTURE OF INFINITE TIME

THE FINEST WATCHMAKING HOUSES ARE FIGHTING DIGITAL OBSOLESCENCE, PIONEERING MATERIALS AND MOVEMENTS THAT SECURE THE MECHANICAL WATCH AS THE ULTIMATE, ETERNAL LUXURY FOR THE AGE OF TOMORROW.

- WORDS ANANDHI

BELL & ROSS BUILT ITS REPUTATION on the unyielding principles of professional watch codes: legibility, functionality, and precision. The iconic square watches, forged in the spirit of the aeronautical cockpit, quickly became a global signature. Yet, the industry's greatest challenge is not replicating the past, but surviving the future. To push the boundaries of mechanical and material innovation, the maison established the BR-X line—a code name reserved for its more experimental projects.

The groundwork for the latest masterpiece, the BR-X3 Tourbillon Micro-Rotor, was laid in 2017 with the introduction of the BR-X2. That generation pioneered the idea of making the case “disappear,” achieving structural integrity and extreme thinness by literally fusing the movement and case into a single element protected by sapphire crystals.