Bremont - what have they done?

[Christian]

Well, I just ordered one of the old models!

At these prices, given they are mostly Sellita and can be repaired cheaply if the company goes bust, they’re starting to look reasonable, especially when you combine them with voucher codes.

The problem they really had was Tudor. Tudor became very successful and Bremont found themselves priced above it. Longines too has had a creative spurt at around £3k or below. If you put a Pélagos next to Bremont at full price, I don’t think I would take the Bremont.

The CEO was right about pushing the price down. Unfortunately, if they move the manufacturing to Switzerland, you might as well buy a CW Trident for £1k.

True. Although I’m not sure they had previously settled on what segment of the market they were aiming for. Whilst most models seemed to be the same market as Tudor they were pursuing the in-house movement and had quite a few pieces (mostly with bits of other things incorporated into the rotor) at much higher prices. It feels to me like it’s only now they have set their stall at chasing the lower end of the luxury market.

[Hammond]

True. Although I’m not sure they had previously settled on what segment of the market they were aiming for. Whilst most models seemed to be the same market as Tudor they were pursuing the in-house movement and had quite a few pieces (mostly with bits of other things incorporated into the rotor) at much higher prices. It feels to me like it’s only now they have set their stall at chasing the lower end of the luxury market.

Yet their new releases start at £2500 and end at £5400 for something with a bit of gold sprinkled on it. Tudor start at £1700 for something ladies, £2860 for a Ranger which is arguably where the comparison truly begins, and then go up to just over £6k for a chrono with some gold bits.

I don't think they're targeting a different market at all - it's exactly the same people, being asked to buy a technically deficient product that affords Bremont a higher margin. Nothing wrong with that, they can do what they like and it will probably work, but it will put people like "us" off.