ReviewCharting New Waters: Bremont’s New Supermarine Watches And Brand Reinvention
Bremont release two new iterations of their critically acclaimed Supermarine watches, along with an updated brand identity complete with a new logo, new brand typography, and a new architecture embodying ‘land, sea and air’
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On April 9, 2024, during Bremont’s first-ever participation in Watches and Wonders Geneva, the brand, much to the surprise of many, introduced their new identity along with updated versions of their existing collections, such as the Supermarine 300m and the Supermarine 300m Date. The new Supermarine timepieces now feature an entirely redesigned sleeker and slimmer profile to ‘maximise robustness and comfort in unison’. Let’s take a look at the new Supermarine timepieces in detail, with a broad look at Bremont’s refreshed identity.
The New Bremont And The New Supermarine 300m And 300m Date
It seems as though the new CEO, Davide Cerrato, wanted to make a splash and did so on the grandest stage of them all—Watches and Wonders Geneva. Being a part of the main show is a bold enough statement on its own, especially since this was Bremont’s first-ever participation in the fair.
The manifestation of the change has presented itself in a couple of ways: a new ‘wayfinder’ logo, new brand typography, a new Terra Nova collection and updated Supermarine watches. Overall, this is all part of the brand’s ‘evolution from the world of aviation to a new brand architecture embodying land, sea and air’.
The ‘sea’ of it is covered by these new Supermarine 300m watches. The Supermarine 300m is offered in a royal blue or British vintage green, with the Supermarine 300m Date also receiving two dial versions, one in black and another in chocolate.
The Bold Updates To The New Supermarine 300m And 300m Date
A notable change is that the new models have 40mm cases made from 904L stainless steel to offer the utmost comfort and robustness. On the knurled-edged bezel, the dive-timer scale features trapezoid indexes, forming a naval-inspired cross-hair, which also extends to the hour markers.
The new Supermarine timepiece bids adieu to many former signature details that were found in the old versions. Taking on a more generic form, the lugs are completely different, while the case bulges in the middle with flanks. In anodised aluminium, the bezel insert matches the dial colour and offers legibility in low-light conditions with Super-LumiNova in the trapezoid indexes and other markers. And very distinctively seen is the new ‘wayfinder’ logo engraved on the crown.
Another entirely new detail is the 904L steel bracelet, which features infinity-shaped links, with alternating satin and brushed finishing. The timepieces also come with strap options in military-influenced chevron rubber strap or a leather strap.
There isn’t a major difference between the date and no-date versions, except, of course, the date window at three o’clock. The chocolate/brown date version features a two-tone case in rose gold and steel. While the date models feature indices that are round with tapered batons, the no-date models feature Arabic numerals at the three, six, and nine o’clock positions. The timepieces are powered by the modified Calibre 11 1/2’’’ BE-92AV, an automatic movement which gives the watches a power reserve of 50 hours.
At the end of the day, it’s about reimagining your strategy to garner wider appeal, to be bigger than the niche you had established. Once a brand, a celebrity, a musician, or even a YouTube personality manages to do that and do it well, the sky is the limit. It comes at the risk of upsetting your loyal fan-base, who had grown to love you with the characteristics you so consistently portrayed, but if your new persona is well-thought-out and executed—just as Bremont’s is—the pros outweigh the cons. Of course, time will tell how this move will be received by fans and critics alike, but we’re just glad to see the British brand doing something so boldly.
