Bremont launches official partnership with the MOD
The big announcement for Bremont’s 2019 collection is a triumvirate of watches linked to Britain’s armed forces, marking the start of an official relationship with the Ministry of Defence
By Chris Hall
The military history of wristwatches is well-documented, and yet it is still worth pausing to reflect – in today’s luxurious claims – that whether you’re wearing a Hublot or a Hamilton, the watch on your wrist might not be there at all were it not for the exigencies of global conflict. For today’s watchmakers, a marketable connection to the original watches worn by troops, pilots or divers is gold dust (a la IWC, Panerai or even Vertex) but there are other ways too, as Bremont has demonstrated. Over the past decade it has built a hugely successful sideline to its main watch business, customising the core ranges and offering them for sale exclusively to serving personnel. Bremont Military makes up some 40 per cent of the overall business, and can be credited with helping the brand expand into the USA. Now, it has signed a deal with the British government that establishes the brand as the “official luxury watch partner to Her Majesty’s Armed Forces”, and released three watches – Broadsword, Arrow and Argonaut – that is says are the first Bremont Military watches available for sale to the general public.
For me this is a bit of a non sequitur, as by definition Bremont Military feels like it sho...
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