Credits: Article and images by Zen Love @ Revolution Watch Magazine. See the original article here - https://revolutionwatch.com/bremont-rebranding/
As products, Bremont did a good job on each. That should be all that matters, right? If only it were that simple. Those who bought into the brand previously were committed in a way that fans or customers of other watchmakers aren’t. They’re a special breed that’s seen the brand through controversies and come to its defense.
Respect to Bremont for the agility and willingness to take a big swing. But some of those diehard fans and owners are feeling slightly left in the cold. The new logo, the new collections’ designs: they seem to dilute the core personality of Bremont that their customers have stood behind. It’s subjective, but that’s how many tend to see it, at least.
Here’s what I see. Brands introduce new models and collections all the time. They take chances, and that’s often better than being timid, overly conservative and boring. If the products don’t prove successful, they try again, return to their archives, and they continue to evolve. The difference when Bremont does it, however, is that the reactions are uncommonly knee-jerk and impassioned.
Beyond the branding
For Bremont’s champions, the branding about-face complicates things. It seems disjointed, and if we’re going to accept it or reconcile it, it needs to feel somehow connected to the brand’s previous identity — and not like two companies under one roof.
I, however, see Bremont’s identity beginning to transcend its branding. Let me explain. While some brands thrive on controversy, Bremont flies dangerously close to the sun with regularity. Its evolution has been an absolute saga, a rollercoaster, a story of resilience, and a seemingly inexhaustible subject of the most passionate opinions in all of watchdom. This makes the brand unlike any other — and, to me, completely fascinating.
Credits: Article and images by Zen Love @ Revolution Watch Magazine. See the original article here - https://revolutionwatch.com/bremont-rebranding/