AHCI - Oh dear!

Timeout · 2024-12-02T23:40:07Z

Bremont owner disappointed by Terra Nova Dual Time Tourbillon watch release after 8 years. Concerns about brand's direction.

Oh dear!

Watch by AHCI and independent haute horlogerie, Bremont

I’ve owned an MBIII for about 8 years. Met the English brothers at Salon QP back in 2016 just after Bremont was announced as the official timekeeper of the 2017 Americas Cup. This was a company that had a story to tell and something a little different to offer. It’s fast on its way to graveyard of irrelevant watch companies if this is the best they can do.

I’m not usually moved to words by new releases - particularly on the negative side - but this one has managed it. I don’t think I can find one redeeming feature - as hard as I look - and when an article describes the product as “a relatively decent watch” you may as well fold up your tents and go home.

https://www.ablogtowatch.com/hands-on-bremont-terra-nova-dual-time-tourbillon-watch/

💰9 Marketplace Listings for Bremont›

Their old and unique case design elements are completely gone from what I can see in the new models

By: Doug from New Mexico : August 7th, 2024-20:11

Together with the logo!

By: Timeout : August 7th, 2024-20:17

The old logo made complete sense in the story the company had to tell. The new one looks like a love child born of an AI and Madison Avenue lovefest.

Out of interest I watch an explainer on the rebrand and new designs

By: ifraher : August 7th, 2024-21:31

It might have been on Monochrome, As someone that works in the design space I was interested to hear the rational. Apparently the new brand marks and the design of this collection in particular were created in isolation and the changes do not affect the r...

I think I may have seen the same article.

By: Timeout : August 7th, 2024-23:39

An interview with Davide Cerrato on Hodinkee. I didn’t really understand it - “what does it mean to be English?” At the very essence of every watch manufacture/business an understanding of the term “business” is fundamental to the success of the company. ...

I see your point but you will remove something from the original concept of this watch, as you have two Geospheres, one for each hemisphere... But you can remove the date! ;)

By: amanico : August 8th, 2024-09:36

Independents

Oh dear!

Oh dear!

Their old and unique case design elements are completely gone from what I can see in the new models

Together with the logo!

Out of interest I watch an explainer on the rebrand and new designs

I think I may have seen the same article.

Davide Cerrato's current niche is CEO of dying watch companies.

There are some elements of design which make me think of a Montblanc...

Mmmmmm

I see your point but you will remove something from the original concept of this watch, as you have two Geospheres, one for each hemisphere... But you can remove the date! ;)