The Real Time Show

Episode: Bell & Ross Co-Founder Carlos Rosillo Shares Novelty News
Hosts: Rob Nudds & Scarlett Baker
Guest: Carlos Rosillo (Co-Founder, Bell & Ross)
Date: September 21, 2025

Episode Overview

In this episode, Rob and Scarlett welcome back Bell & Ross co-founder Carlos Rosillo, two years after his last appearance. The discussion centers on the ever-challenging contemporary watchmaking landscape, Bell & Ross’s resilience and philosophy through turmoil, the 20th anniversary of the BR01, the landmark launch of the new BRX3 collection, and the mindset behind the brand’s technical and conceptual evolution. Carlos shares candid reflections on leadership, strategy, and the enduring spirit of innovation that defines Bell & Ross.

Key Discussion Points & Insights

The State of the Watchmaking Industry

• Carlos characterizes the industry as messy and unpredictable since 2023, noting that volatility can be energizing:
  • “It's a mess. But this is precisely why it's fun. Because if you know how to sell, you prefer to sell in a messy world.” (01:01)
• Stoic philosophy and acceptance of uncertainty guide his leadership:
  • "The more I get into age, the more I go into the Stoician philosophy. ...to control the things that you can and to accept the things that you can control and to be wise enough to differentiate between both." (01:45)

Resilience, Conviction, and Leadership

• Challenges since 2023 have sharpened Carlos’s focus on conviction:
  • “Not to be surprised by any bad news and to stick to your convictions, to stick to your vision of the brand…not to compromise.” (01:31)
  • “When you're in a messy world, you have to stick to your conviction, you have to have courage.” (04:16)
• Leadership inspiration: References to Winston Churchill and Rudyard Kipling’s poem "If—" as models of determination.
  • “If you are able to capture part of that as a man…as a manager, as a CEO of the brand, I think it's beautiful.” (16:54)

The 20th Anniversary of the BR01

• BR01's Evolution:
  • “Twenty years later, not only we have last, but I think it has become kind of icon. And this is because of persistence. This is because it was bold, this is because it was avant garde.” (05:34)
  • The model has continually evolved, not “put in the museum,” introducing innovations from the “skull” watches to poetic astronomy-themed pieces with no logo.
• The Power of Iconic Design:
  • “We have stick to this legacy…but also being innovative…we made a lot of evolution, going through many, many iterations.” (05:54)
  • “When times are tough and when you have this anchor, this makes that you don't shiver, you stick to your direction.” (11:36)

Brand Identity and Philosophy in 2025

• Maturity and Independence:
  • The brand is “much mature, a lot of maturity…international," but still deeply independent: "We are an independent brand, but with a strong backup. But we move...as an independent." (13:17)
  • There's pride in maintaining club-like exclusivity, without “the power or the weaknesses of the group” (corporate conglomerates). (14:27)
• Luxury as Club Membership:
  • “We are also…a club. I believe in this kind of luxury to be member of the club. And this is a type of luxury which is different from other philosophies.” (15:03)

Launch of the BR03 Chronograph Rafale Solo Display

• Celebrating Aviation Heritage:
  • 20 years of partnership with Dassault and the French Air Force are reflected in this 500-piece limited edition.
  • “The courage, the skills, the precision…when the man, the pilot, is so proud to wear for our watch. Wow.” (19:38)
• Design Details:
  • The technical cues from the Rafale jet and its pilot are built into the watch’s design and function.
  • “All those aspects that are little details in the watch…you have a perfect match between the plane, the man and the watch.” (20:57)
• Availability:
  • The watch will be available through selected global retailers, not just boutiques, underlining Bell & Ross’ accessible exclusivity ("We're not this kind of animal..." (22:34)).

Military Innovation's Civil Impact

• Carlos links military technology’s trickle-down to civil use:
  • “All the capacities that all the brains, the engineering…for instance, Internet, we’re using Internet today. …GPS comes from [military]. …When you shoot for the top, which comes from the military, then you can apply to civil ones.” (24:01)

The Creative Process and Targeting Audiences

• Design Collaboration:
  • The designer is “the chief of orchestra between the different talents” merging technical, commercial, and aesthetic considerations:
    • "A designer is not an artist…He works for brand. So he has to respect the brand DNA.” (26:16)
  • The synergy (“kairos”) when all aspects are aligned is key to launching a successful product ("When you have a good product, you are in the kairos, you are in the timing where everything is aligned." (29:12))
• Audience Focus:
  • Bell & Ross strives to please multiple constituencies: army partners, industry collaborators, retailers, dealers, and fans.

The New BRX3 Collection

• The Natural Evolution:
  • BRX3 is described as the “advanced time instrument”—the most sophisticated, cutting-edge version of the iconic BR03.
  • “From this iconic design, we have gone…to reach more sophisticated, more surprising cases…with a manufacturing movement, with a cost certification, with a 5 years warranty.” (30:13)
  • Use of advanced materials (titanium, ceramic, rubber) and technical depth.
• Significance of "X3":
  • “In airplanes, X generally is for the most sophisticated airplane…For us, the X3 is the most extreme and most sophisticated version of the O3 line.” (37:18)
  • Approachable for connoisseurs seeking “the cutting edge version of the professional instrument watch.” (37:46)

Strategy & Future of Manufacture Movements

• Movement Philosophy:
  • Different collections offer varied levels of sophistication according to customer preference and price point, akin to the car industry ("Do you need to go 300 km/h…or just something comfortable?"). (35:16)
  • Collaboration with Kenissi results in exclusive movements with features like 70-hour power reserve and indicator. (34:20)

Expanding the Catalog for Broader Appeal

• Four Pillars:
  • Professional (BR03), Urban (BR05), and others, each targeting both new and existing audiences.
  • Urban line (BR05) developed for more everyday, civil, and elegant use, including unisex appeal with the 36mm model. (39:24)
• Demographic Reach:
  • Bell & Ross appeals across ages—“early adopters and very young people who like the modernity” and “very classic…very mature” clients who appreciate functional design. (44:20)
  • Endorsed by icons like Sir Norman Foster for its “functional design.”

Notable Quotes & Memorable Moments

• Carlos Rosillo on adversity:
  • “It's a mess. But this is precisely why it's fun. Because if you know how to sell, you catch the wind and you go out of the safe harbor.” (00:59)
• On essential leadership:
  • “Not to be surprised by any bad news and to stick to your convictions…to control the things you can and to accept the things that you can’t.” (01:31, 01:45)
• On 20 years of BR01:
  • “Twenty years later, not only we have last, but I think it has become kind of icon.” (05:34)
  • “20 years of boldness, this is not just a model, just a sentence, it's a reality.” (11:33)
• On community:
  • “We are also…a club. I believe in this kind of luxury to be member of the club. …Maybe we are kind of exclusive club, but we don't need to be, you know.” (15:03)
• Design & engineering ethos:
  • “A designer is not an artist… A designer is entrepreneur. He works under contracts…He has to respect the brand DNA.” (26:57)
  • “We have kept the design of the O3 but we made it sophisticated in terms of design, in terms of materials and in terms of movement.” (31:32)
• On the new BRX3 launch:
  • “For us, the X3 is the most extreme and most sophisticated version of the O3 line… the cutting edge version of the professional instrument watch.” (37:18, 37:46)
• On broadening appeal:
  • “We can go to…very young people who, because they like the modernity…And we have also…very classic, very mature…" (44:20)

Timestamps for Key Segments

• 00:59 – Industry challenges since 2023 and the appeal of a "messy" market
• 01:31 – Leadership philosophy: Stoicism, conviction, and optimism
• 05:29 – Reflections on the 20th anniversary of the BR01
• 09:08 – The role of BR01 as Bell & Ross’s anchor and its continued evolution
• 13:15 – Bell & Ross's brand identity, club culture, and independence
• 17:41 – Rudyard Kipling’s “If—” and inspiration for leadership
• 18:28 – Release and philosophy behind the BR03 Chronograph Rafale Solo Display
• 24:01 – Military technology’s role in innovation
• 26:16 – The product development process and target audience considerations
• 30:00 – Launch and ethos of the new BRX3 collection
• 32:49 – Strategy around manufacture movements and collaboration with Kenissi
• 37:11 – The X3: meaning and positioning within the BR03 line
• 39:24 – Growing the catalog: the four pillars and the push towards urban, unisex appeal
• 44:16 – Demographic shifts, broadening the audience, and functional design's universal appeal

Tone & Atmosphere

Carlos's tone is reflective, philosophical, energetic, and candid, sprinkled with humor and an obvious pride in Bell & Ross’s ability to blend technical prowess with authentic daring. The hosts are supportive, curious, and equally passionate about the technical and cultural sides of watchmaking, making the conversation both insightful and deeply engaging.

Summary prepared for “The Real Time Show | Bell & Ross Co-Founder Carlos Rosillo Shares Novelty News.” If you missed the episode, this recap captures the essential philosophies, key launches, and spirited reflections that shaped the conversation.