There are many ways to honour a horological milestone, but Bell & Ross has never been one to go by the book. This year, it marks the 20th anniversary of the BR-01, a watch that truly established Bell & Ross’ design cornerstone and the very piece that propelled it to cult status. Its “circle in a square” case became an icon and has inspired over 200 models in the brand’s catalogue since.
At the heart of Bell & Ross are Carlos Rosillo and Bruno Belamich, childhood friends turned co-founders whose shared vision laid the foundation for one of the most distinctive marques in modern watchmaking. While Belamich, as Creative Director, has shaped the brand’s creative blueprint with an uncompromising eye for form and function, it is Rosillo, with his role as CEO, who has quietly steered the brand with strategic clarity.
Rosillo has been instrumental in shaping the many successful ventures that led Bell & Ross to its 30 years of existence. From collaborating with German industrial manufacturer Sinn Spezialuhren in the brand’s early years, to bringing fashion powerhouse CHANEL on board as a minority shareholder, relocating the watch manufacturing centre to La Chaux-de-Fonds, Switzerland, and forming a partnership with Kenissi, Rosillo’s strategic leadership continues to chart purposeful directions for Bell & Ross.
In this exclusive interview, we had the opportunity to speak with Rosillo (also known as the Ross in Bell & Ross) about building legacy, navigating growth, and staying true to the spirit of audacious design.
Can you walk us through the new Bell & Ross releases for 2025, and tell us which ones best represent the brand this year?
The new BR-03 Skeleton models are direct heirs to the BR-01, which was our first square watch to bring the cockpit instruments to the wrist. The BR-03 Skeleton trilogy reinterprets that original concept with a slightly more compact form and a new level of sophistication. By stripping away the dial to reveal the inner mechanics, we combine technical transparency with a bold visual identity. Each version is crafted in materials like ceramic, LUM, and steel to offer a distinct personality while staying true to our aviation-inspired roots. With the BR-05 36 mm, we’ve scaled it down and enhanced it with a range of colour options to offer a more versatile piece that appeals to both men and women.
What makes the BR-03 Skeleton trilogy a fitting tribute to this milestone?
This anniversary is a celebration of the past, but the BR-03 Skeleton is truly an homage to our legacy and how far we’ve come. By expanding it into a more refined dimension, fans of the BR-03 can now have a deeper emotional connection and combine their passion for our artistry with a deeper appreciation for the art of horological innovation. These watches are no longer just about functionality.
How do materials help express the evolving character of the BR-03 Skeleton trilogy?
Material choice definitely plays a crucial role in shaping the personality of each BR-03 Skeleton and helps us tell different facets of the same story. It is to push BR-03 into a new space of modern watchmaking without ever losing sight of our origins. The Black Ceramic model is closely tied to the aeronautical world, as it is a material widely used in aircraft for its strength, lightness, and resistance to extreme conditions. The deep matt black also happens to be Bell & Ross’ iconic colour, and ceramic itself has become a signature in our collections. On the other hand, the LUM Ceramic version takes things in a more science-fiction direction, but still remains true to our DNA. The Super-LumiNova® green glow is a clear nod to aircraft dashboard displays, which use similar tones to enhance visibility in low-light or night flying conditions. The Grey Steel model is probably the most architectural, as reflected by the faceted case inspired from stealth aircraft—sharp, angled planes built to avoid detection. The finish reflects light to enhance the depth of the skeletonised movement, giving it a technical yet sculptural feel.
What considerations shaped the development of the BR-05 36 mm, both in terms of size and movement?
The BR-05 36 mm wasn’t created solely in response to demand from female collectors. While smaller watches are often associated with women, this piece was born from a broader shift in preference. Many of our clients (including men) are increasingly drawn to more compact, comfortable timepieces. In terms of movement, we’ve kept the same mechanical self-winding calibre used in the original BR-05, but in a smaller version to perfectly fit the new case. We also removed the date function to create a more streamlined dial. By reworking the proportions and technical execution, the BR-05 is able to retain its performance with a more elegant presence.
Does this new size open the door to more creative exploration within your design codes?
The BR-05 36 mm is a beautiful refinement, and while it’s too early to say if it marks a new direction, it definitely opens up new possibilities. We always need to stay true to our fundamentals: precision, legibility, and functionality, but this more compact format gives us fresh inspiration. Who knows? We’ll see how our clients respond. That’s the exciting part. To stay open to possibilities while continuing to evolve in a way that feels authentic to Bell & Ross.
Beyond the highlighted novelties, is there a particular timepiece from this year’s releases that you are especially proud of?
Yes, I would say the BR-03 Astro, a truly captivating piece that pushes our creative boundaries. It stands apart as a poetic interpretation of time, inspired by the solar system. What I love the most about BR-03 Astro is that it’s visually striking and immersive, almost hyperrealistic. With a dimensionality that creates a sort of 3D effect, the wearer gets to explore time differently, almost as if they’re looking into a miniature orbit.
How does Bell & Ross approach international growth, and which regions have shown strong traction in recent years?
At Bell & Ross, international development is a key pillar of our growth strategy. Each market presents unique opportunities, and we’re focused on adapting to local dynamics while staying true to our core values. When it comes to our key regions, we’re currently well positioned in Southeast Asia, Japan, and the United States. These are the markets where we’ve built solid visibility and customer loyalty over the years, where our collections are performing well, and where we have a strong retail presence. Europe is another important region for Bell & Ross. Granted, it’s where we began and where our headquarters remain, but the region’s deep watchmaking tradition still shapes Bell & Ross as a whole and resonates with clients who value heritage, design, and precision.
Are there any emerging markets that Bell & Ross is focusing on for future expansion?
Looking ahead, India is a market we’re actively developing. The luxury segment is growing fast, with more clients seeking quality and strong brand identity. Although we’re still at the beginning, we see real potential and are expanding our retail network to make Bell & Ross more accessible. It’s a long-term commitment, and we’re excited about the journey.
How is Bell & Ross adapting to the growing role of digital in the horology industry, and what role does technology play in your strategy moving forward?
Digital is a top priority for us. In a competitive industry, a strong and coherent online presence is essential. Not just for visibility, but to express our defining values. That’s why we invest in digital campaigns like Black is the New Black for the BR-05 Black Ceramic, and this year’s 20 Years of Bold anniversary. These initiatives help immerse our audience in the Bell & Ross universe and reinforce our storytelling. Besides that, legacy is a strong part of our blueprint, and digital platforms let us share that with a wider audience while remaining rooted. They’re also a powerful way to showcase the friends of the brand—pilots, divers, creative—wearing our watches and representing the Bell & Ross spirit around the world.
