Timely Mission

Bremont CEO Davide Cerrato reveals how the horological kingmaker is planning to take the British watch brand into the stratosphere...

- By REILLY SULLIVAN

Davide Cerrato knows how to make watch brands level up. To timepiece enthusiasts, he is perhaps best known for his stint as Head of Marketing, Design & Product and Development at Tudor. Under Cerrato's watchful eye, the brand catapulted from working man's Rolex to powerhouse thanks in part to the launch of the Black Bay in 2012. He then sprinkled his magic dust on Montblanc, helping the pen maker turned luxury house carve out a distinct watchmaking identity. There was also time at Panerai, a rather rakish brand from Cerrato's native Italy with rich ties to the navy.

His latest and arguably largest project to date is British watchmaker Bremont. Founded by brothers Nick and Giles English – yes, that's their real surname – Bremont was founded relatively recently in 2002. The English brothers have since left the company and majority owner Bill Ackman installed Cerrato as CEO in 2023. "I see Bremont as a very logical step in my career," Cerrato tells MAXIM. In terms of storytelling material, Davide could not have asked for better. The brothers made both aviation and the British armed forces an essential part of the Bremont story from day dot and created the company as an homage to their late father, RAF pilot Dr Euan English.