Bell & Ross’ new release is an Art Deco timepiece inspired by architecture and aviation

Bell & Ross’ timepieces are defined by its aviation and military inspirations. But in 2019, the watchmaker marked an evolution with the introduction of the BR 05, its take on a luxury sports watch.

It featured all the hallmarks of a modern icon – an integrated steel bracelet, stripped down time-and-date display and an instantly recognisable circle-in-a-square case design.

Since then, several variations of the BR 05 have made its debut. Its latest release, the BR 05 Artline, is perhaps the dressiest option of its counterparts.

The model adopts the general shape of the BR 05, as well as its integrated bracelet. However, the Artline is decorated with vertical grooves that flow from the bezel, down to the central links of the bracelet. It’s a design aesthetic that harkens back to the Streamline Moderne architecture era of the 1930s. Inspired by aerodynamic design, the Streamline Moderne style emphasises curving forms and long, horizontal lines.

The vertical grooves also resemble aero patterns of the corrugated aluminium fuselage seen on 1940s transport planes. 

“[The name Artline] indicates that it incorporates an aesthetic dimension (art) in its design (line). When you look at it, you immediately think of the American style of the Streamline,” explained Bruno Belamich, co-founder of Bell & Ross.

While Bell & Ross’ timepieces are known for their stripped-down design, the BR 05 Artline is certainly an outlier. “We wanted to launch a watch that is dressed, decorated. The BR 05 had potential. Its case indeed offers a vast surface to decorate,” said Belamich.

Apart from the vertical grooves, the timepiece retains the four hallmark screws, satin-brushed surfaces and polished bevels. The dial features a new sunburst ruthenium grey colour achieved through metallisation, an elegant shade never before used on a BR 05. Hands and indexes are coated with photo-luminescent superluminova. Display numerals give way to baton indexes, doubled at 12 o’clock.

Meanwhile, the date window is positioned at 3 o’clock. The watch is powered by the in-house self-winding BR-CAL 321 calibre with an openworked sapphire caseback, designed to resemble a sports car rim.

The timepiece retails for S$8,000. Although the BR 05 Artline is a limited edition of just 250 pieces, the series “is destined to become a collection in its own right at Bell & Ross”, the watchmaker said. What this means is that other references are expected in the future.

The BR 05 Artline is exclusively on sale in Bell & Ross boutiques and e-boutique.