Bell & Ross BR-X5: A Masterclass in the “Foot-In-The-Door” Technique

Credits: Article and images by Joshua Munchow @ Quill & Pad. See the original article here - https://quillandpad.com/2023/10/28/bell-ross-br-x5-a-masterclass-in-the-foot-in-the-door-technique-reprise/

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Bell & Ross debuts an ice blue skull in full sapphire crystal

Apples to apples

To demonstrate it more clearly, I propose as a comparison a brand that tried to do the same thing without easing people into it and had it sort of blow up in their faces: Audemars Piguet’s Code 11.59.

Now it has been a few years since the somewhat cringeworthy release that saw angry pushback from the CEO and brand reps when people panned the new design and sort of botched the rollout, and now we can see that it has a lot of great features and is clearly a great watch in a lot of respects. But it shocked people who weren’t ready for it.

AP didn’t try to slowly ease people into the massive shift of the Code 11.59 aesthetic, and it dropped a product that might not have been perfectly ready for release and that fans also were not expecting in kind of a bad way.

People loved the Royal Oak and did not know what to make of the model as it was so different than what they had expected to be released. It has taken years for many to warm up to the collection, but I fear that initial jolt will always be hanging out in the back of collectors’ and journalists’ minds when they see any new models in the collection.

Bell & Ross did the exact opposite with the BR 05, and it shows. If the brand had dropped the BR-X5 as the first piece, it is very possible that many would have panned it the same way because they hadn’t been slowly introduced to new details and the shifting aesthetic.

Instead, the very clean and simple BR 05 was very well received and allowed the brand to keep progressing down a new stylistic pathway. As a result, Bell & Ross has a very solid new collection on its hands that could become a lasting core to the company, all because the brand took it slowly and asked for small allowances with each new release, gently nudging consumers along and priming them to enjoy the BR-X5.

Bell & Ross BR-X5 Ice Blue

The BR-X5 has now been released in three varieties to test out this hypothesis: a classic black-and-white dial that fits right in with the original BR 01 aesthetic, a black-and-orange variation with forged carbon for an even more rugged look to tie into the classic aesthetic, and the very dressy ice blue steel version that almost glows with an iridescent dial.

Now Bell & Ross might discover that the black versions sell the best, but because it was introduced slowly with multiple fancy BR 05 models with gold, skeleton movements, and now another new model called the Artline (maybe my favorite of them all) with Art Deco styling, the choices might allow the more dramatic and flashier or colorful models to do just as well.

Bell & Ross BR-X5 Orange on the wrist

Either way, I think Bell & Ross was very clever in using the tried-and-true “foot-in-the-door” technique to release this model after it had laid the groundwork and showed that it is possible to dramatically shift aesthetics without drawing fans’ ire about everything from everywhere all at once. If the brand keeps it up, it could develop a robust and broad collection with tons of options that is ripe for complications and collaborations, and the BR-X5 signals that it should be possible. Let’s see what comes next!

While we ponder how to convince people to want something new, let’s break it down!

Wowza Factor * 8.4 It may have been a slower build up, but the BR-X5 definitely has wowed!
Late Night Lust Appeal * 84 » 823.759m/s2 The shift in style has definitely kept me up late pouring over the details of the watch!
M.G.R. * 56.1 Three days of power reserve with a chronometer certification is not shabby for a watch like this!
Added-Functionitis * Moderate With a date and power reserve, this watch adds a couple nice functions, so I’d suggest regular strength Gotta-HAVE-That cream while rocking the new BR-X5!
Ouch Outline * 8.4 Leg cramp in the middle of the night! After a weekend of long hikes sometimes you wake up at 3:00 am to your leg seizing up, and it is not fun. Still, I might consider letting it happen if I had the chance to get the BR-X5 on my wrist!
Mermaid Moment * This is something really different! The realization that you are experiencing something new and pretty different from what you would expect is a refreshing moment of quiet blossoming of feelings!
Awesome Total * 899 Begin with the caliber number (323) and multiply by the initial variations (3) and then subtract the hours of power reserve (70) to land on an inevitable awesome total!

For more information, please visit www.bellross.com/us/en-gb/our-watches/our-watches-urban/BR-X5.

Quick Facts Bell & Ross BR-X5
Case: 41 x 12.8 mm, stainless steel or forged carbon and titanium
Movement: automatic Caliber BR‐CAL.323 (Kenissi), 70-hour power reserve, 28,800 vph/4 Hz frequency, official C.O.S.C. certified chronometer
Functions: hours, minutes, seconds; date, power reserve
Limitation: 500 pieces (black and orange variation only)
Price: $6,900 (stainless steel with rubber strap), $7,400 (steel on bracelet); $11,800 (forged carbon)

* This article was first published 05 November 2022 at Bell & Ross BR-X5: A Masterclass In The “Foot-In-The-Door” Technique