When Bell & Ross launches something truly new rather than merely another variation, the watch world listens. The recently unveiled BR-X3 collection is precisely that: a bold reimagining of their “circle-on-square” DNA, upgraded movement credentials, and design cues that suggest this may be a turning point for the brand.
Brand heritage meets urban ambition
Bell & Ross has long occupied a distinctive niche in contemporary watchmaking: building on aviation- and instrument-watch roots, and combining that with strong graphic character. The BR-03 and BR-05 lines have been central in defining that identity—one more utilitarian, the other more urbane. What the BR-X3 does is bridge those two worlds in a new way. It steps beyond incremental updates and instead introduces a fundamentally new collection that brings more aggressive form, a technical upgrade, and an architectural case construction. After their significant overhaul of movements in 2024, this feels like the next logical move for Bell & Ross to reinforce its credibility among enthusiasts who want more than style alone.
Technical meat: what’s under the hood (and around it)
The BR-X3 sits in a 41 mm case, available either in dark grey matte titanium or brushed-and-polished steel. The case architecture is sandwich-style: front and back plates held by visible screws, with the middle section designed for modularity in materials and future variations. Crown guards flank the screw-down crown, and a rubber ring encircles the bezel, giving visual depth while providing a functional buffer.
Inside the watch is the BR-CAL.323 automatic, developed for Bell & Ross by Kennisi, the movement maker known for supplying Tudor and TAG Heuer. It is COSC-certified, runs at 28,800 vph, and offers a 70-hour power reserve—ample for everyday use and weekends off the wrist. The dial layout introduces a distinctive “hourglass”-shaped X-motif, with a wide date window at 3 o’clock and a power reserve indicator at 9 o’clock, framed by large Arabic numerals and luminous markers for legibility. Water resistance is 100 m, and the strap is perforated rubber, matching the bezel ring in either blue or black depending on the version.
Aesthetic & lifestyle: who’s this for, what it suggests
The BR-X3 seems directed at a collector who values bold design and technical credibility over conservative understatement. It is aimed at someone who appreciates the graphic punch of a Bell & Ross but also demands high performance and modern materials, moving fluidly between urban life and more rugged environments. The adoption of titanium and a modular case structure emphasizes versatility, while the luminous numerals and robust strap design ensure practicality in low-light or outdoor conditions. The overall effect is sporty, modern, and assertive, yet still firmly rooted in the brand’s instrument-watch heritage.
Final thoughts: value, availability, and verdict
The BR-X3 delivers genuine substance for its asking price. Bell & Ross are pushing themselves here, combining looks with movement quality, COSC certification, extended power reserve, and thoughtful case engineering. While the design may not suit those who prefer quieter lines, there is no denying that this is one of the most ambitious steps forward from the brand in recent years.
Pricing is set at $7,200 for the Blue Steel model and $8,300 for the Black Titanium version. Availability will follow in Bell & Ross boutiques and through authorized dealers, with deliveries expected to begin later this year. If you’re looking for something that straddles urban cool and tool-watch grit, the BR-X3 deserves a spot on your radar. Just like the BR-03 Chrono Rafale Solo Display or the BR 05 Skeleton Phantom Ceramic !
