Worn & Wound
Bremont’s New Direction: Davide Cerrato on Challenges, Vision, and British Watchmaking
It’s not hyperbole to say that Bremont’s presentation at Watches & Wonders 2024 was one of the most hotly discussed and contentious events in the watch industry in years. The British brand, long associated with their founders, brothers Nick and Giles English, was now under the control of a new CEO, watch industry veteran Davide Cerrato, and a new ownership group. We knew ahead of time that the watches presented at the show would represent a new direction for the brand, one that would apparently see them reaching for the mass market, well beyond the deep enthusiast core audience they had cultivated so carefully since the brand’s founding. What we didn’t know at the time was the watches, a new logo, and a surprising new look and feel for the brand itself would cause so much consternation. It’s a common complaint that watch media types are soft on watches that are objectively bad. Think of all the times you’ve seen a comment on an Instagram post or a watch article asking sarcastically if a piece of editorial content is bought and paid for by a brand. That somewhat ridiculous line of thinking is a topic for another day, but I think it’s fair to say no one accused any real writer of being soft on Bremont during Watches & Wonders 2024 and in the weeks shortly thereafter. Our own post was, I thought, a fairly balanced critique compared to some. My opinion in the days after the show was very much a first, hazy impression of a brand that had suddenly lost its footin...
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