0 Minutes With: The British brand’s new chief executive has a clear plan forward, including homing in on the £2,500 timepiece market
With the launch of Bremont’s revamped Supermarine dive watch collection last week, Davide Cerrato, the U.K. brand’s new CEO, offers a taste of the vision he has for Britain’s largest watchmaker.
Take the new 40mm Supermarine S302 GMT collection, which includes a piece with a green and blue aluminum bezel , Cerrato’s personal favorite. There’s also a limited-edition Supermarine Ocean in connection with world-renowned free divers and conservationists, Ocean Ramsey and Juan Oliphant. “Aviation was the history of the early days of the brand, and it was very relevant at that point,” he says. “Now, to be honest, there are not many people who are pilots and not many who are into planes. We want to give the brand an image or identity that can be relevant on a global standpoint and build an icon in a more universal watch that can appeal to different targets, countries and cultures.” Currently, he is planning to scale up in the U.S. and Middle Eastern markets.
Davide Cerrato: I’ve been following the company from afar since the beginning. I know the segment in which it operates very well because I spent 10 years at Tudor and six years at Montblanc, which compete in the same category.
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