Bell & Ross adds second Instagram account to record history of watch launches

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Bell & Ross has created a second Instagram feed that will act as an online catalogue for the brand and allow collectors to follow the roll-out of all new models.

Over time, the new account, @bellross_chronology, will build into a reference tool featuring every launch in chronological order.

It operates in tandem with @bellrosswatches, launched in 2012, which highlights daily reports, photoshoots and live videos relating to the news of the brand.

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This latest feed has amassed official images of the brand from its origins, starting with the birth of the Bell & Ross logo. “Much of our philosophy is based on this symbol, which represents the union of competencies, the key to our success: design, mastery of watchmaking, engineering and recognition of professional actors,”  the company says.

The latest model on the Instagram account is the BR-X2, in which the movement is sandwiched between two transparent sapphire crystal plates.

 

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The aim is to give the illusion that there is no case and that the entire watch is comprised of its movement.

Bruno Belamich, Bell & Ross’s creative director, says he’s achieved something unique: “Fusing the case and movement into a single component to make the case disappear, leaving only the movement visible.”

 

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