Founded in 1994 by lifelong friends Carlos A. Rosillo and Bruno Belamich, Bell & Ross has established itself as one of the world’s most distinctive luxury watchmakers. Built on a Franco-Swiss heritage, the brand first gained recognition for creating professional timepieces inspired by aviation instruments, combining precision, reliability, and exceptional legibility. The launch of the iconic BR 01 in 2005 introduced Bell & Ross’ signature “circle within a square” design, a bold aesthetic that remains at the heart of every collection today.
Guided by its philosophy, “From the cockpit to the wrist”, Bell & Ross continues to develop watches that blend technical excellence with contemporary design, appealing not only to professionals but also individuals who appreciate refined craftsmanship and strong personal identity.
In Indonesia, Bell & Ross is managed by Time International, one of the country’s leading luxury retail and brand management companies. Established in the 1960s, Time International has built a strong reputation in promoting horological culture, luxury fashion, and lifestyle through an extensive portfolio of prestigious international brands. Beyond operating premium retail destinations and exclusive boutiques, the company is also recognised for its commitment to customer service and after-sales support, making Bell & Ross more accessible to Indonesian watch enthusiasts.
This year, Bell & Ross introduces its global Squaring Time campaign through the local initiative, “100 Icons One Watch”, celebrating the idea that while time is universal, every individual experiences it differently. Carrying the theme “Exploring Time Through Identity, Rhythm, and Modern Living,” the campaign presents the BR-05 collection as more than a sophisticated timepiece. Instead, it becomes a reflection of personal rhythm, ambition, and lifestyle, illustrating how modern individuals shape their own definition of success.
Leading the campaign is Mike Ethan (@mikeethan1), an actor, model, presenter and official Friend of the Brand, joined by 99 personalities from various creative and professional backgrounds. Together, they demonstrate how a single watch can adapt to countless lifestyles while maintaining its unmistakable identity.
Among the featured icons is Primo Rizky (@primorizky), a respected creativepreneur, brand strategist, and trend researcher known for his insights into branding and consumer culture. Film director Sim F (@sim_f), recognised for “Susi Susanti: Love All” (2019) and “Surat untuk Masa Mudaku” (2026), represents the storytelling perspective of the campaign. Fashion model and beauty enthusiast Celsi (@celsisyhrll) brings a contemporary sense of style, while entrepreneur Rino Soedarjo (@rinosoedarjo) reflects leadership and business innovation.
Musician and content creator Anugrah Aditya (@adityalogy) showcases the creative spirit of today’s digital generation, whereas Febrian (@_febrian), a travel and sport enthusiast, embodies an active lifestyle where every moment is an adventure. Together, these personalities reinforce the message that individuality cannot be confined to a single profession, passion, or routine.
At the centre of the campaign are the BR-05 and the newly introduced BR-05 36 mm. Inspired by Bell & Ross’ signature “circle within a square” architecture, both models are designed for contemporary urban living. The BR-05 seamlessly transitions from professional settings to casual environments, offering a sophisticated balance between functionality and elegance. Meanwhile, the BR-05 36 mm expands the collection’s appeal with a versatile case size that suits a broader range of wrists without compromising the collection’s bold character.
Rather than being defined by gender, these timepieces celebrate wearability, adaptability, and personal expression.
Through “100 Icons One Watch”, Bell & Ross reminds us that a watch is far more than an instrument for measuring hours. It is a companion to one’s life goals, milestones, and everyday moments. By bringing together 100 unique personalities wearing the same timepiece, the campaign illustrates a simple yet powerful truth: while everyone shares the same 24 hours, the way each person chooses to shape time ultimately defines who they are.
