Who is the Bell & Ross customer?
The Bell & Ross customer has always been and will continue
to be the man who is influenced by aviation no matter his
age. He is the man that identifies with the world of profes-
sional users in our three universes: sea, land and sky.
Today we are a global brand present in the most impor-
tant retailers worldwide, but as our brand continues to grow
we are interested in developing smaller markets. There is
still plenty to conquer!
How does Bell & Ross attract new, possibly
younger consumers to the brand?
BR-X1-Hyperstellar
Above: BR-X1 RS17
Right: The new BR03-92-Diver
158 | INTERNATIONAL WATCH | SUMMER 2017
We anticipate many of our customers’ future purchases will
be through our e-Boutique. This means it is very important
for us to grow with the times so we can stay relevant. For
example, our e-Boutique is accessible on multi devices such
as desktop, tablet and mobile.
We are also very active on social media because we see
how it is a strong tool to reach the younger generation.
At Bell & Ross we have always understood that the
Internet and websites were/are the way of the future. We
were one of the first brands to have an online e-boutique
(since December 2009) and because of this thought pro-
cess is also why we have invested so much into our website.
Now the Bell & Ross e-boutique is present in more than
twenty countries in Europe, the U.S. and Asia, and more are
to be open.
The new, younger generation of Internet savvy custom-
ers is much more disposed to purchase luxury products
online rather in the physical stores.
One great benefit is that online retailing allows brands
to bring their product to areas where your brand does not
have a great presence or point of sale. Moreover, w e look to
be closer to our customers as they can find the entire Bell &
Ross collection of watches and accessories available on our
e–boutique, which is not the case in a normal point of sale.