Bell & Ross

Who are Bell & Ross?

Bell & Ross is a watch brand founded by two Frenchmen, Bruno Belamich and Carlos A. Rosillo, with its headquarters in Paris and its watches made in La Chaux-de-Fonds, Switzerland (Bell & Ross; Wikipedia). Its signature is a square watch modelled on aircraft instruments. This page covers its history, collections and ownership, then what to check when buying a pre-owned Bell & Ross in the UK.

The name joins the founders’ nicknames: “Bell” for Belamich and “Ross” for Rosillo (Wikipedia). The brand dates its history from 1994 (Bell & Ross). Chanel has been a minority shareholder since 1997 (Europa Star; City AM). Bell & Ross does not publish sales or production figures.

The history of Bell & Ross

Bell & Ross began as two friends’ venture in the early 1990s, with watches made by the German firm Sinn, and became a Swiss-made brand after Chanel invested and production moved to La Chaux-de-Fonds. The key dates are the first collection (1992), Chanel’s stake (1997), the move to Switzerland (2002), the square BR 01 (2005) and the BR 05 (2019).

Two friends and Sinn. Rosillo, a business graduate, and Belamich, an industrial designer, were both 28 when they started, and each put in the equivalent of about 20,000 euros. Europa Star, writing in 2007, dated their first venture into watchmaking to 1992. The first collection was signed by Helmut Sinn, the Frankfurt watchmaker, and used Swiss Valjoux and Lemania 5100 movements. Lothar Schmidt, then head of production at IWC, also helped (Europa Star). Bell & Ross’s own history page gives 1994 as its starting point (Bell & Ross), and sources differ on the founding year as a result: Wikipedia’s infobox says 1992, its text 1994. In 1995 the brand exhibited at the Basel watch fair for the first time (Europa Star).

Chanel. In 1997 the founders signed a financial agreement with Chanel, which became “a minority but essential shareholder” (Europa Star, 2007). City AM reported in 2024 that Chanel invested in 1997 and is “still a major stakeholder”. Some later articles give 1998; the earlier date is the one Europa Star and City AM use.

The move to Switzerland. Sinn made Bell & Ross watches until 2002, when the partnership ended, soon after Chanel’s investment, and production moved to Switzerland (Wikipedia). City AM says Chanel helped the brand move “into a gleaming new factory in La Chaux-de-Fonds”. Europa Star reported in 2007 that the manufacturing was set up at Châtelain, a factory owned by the Chanel group in La Chaux-de-Fonds.

Records and partners. In 1998 the Hydromax dive watch set a Guinness World Record for wristwatch water resistance (Wikipedia). Bell & Ross has been an official supplier to the French air force squadron Escadron de Chasse 2/4 La Fayette, and from 2016 partnered the Renault Sport Formula One Team, a link later continued with the Alpine F1 Team (Wikipedia).

The square watch. In 2005 Bell & Ross launched the BR 01, a 46 mm square case with a round dial and four exposed screws, modelled on cockpit instruments (Europa Star, 2025). The brand calls the shape its “rond dans le carré”, round in a square (Bell & Ross). The smaller BR 03 followed in 2006, and the BR 05, with an integrated bracelet, in 2019. Europa Star counted more than 300 models in the square family by 2025.

Recent years. In 2022 the BR-X5 introduced the BR-CAL.323, made by Kenissi, the movement maker owned by Tudor and Chanel; it was the first COSC-certified movement in a Bell & Ross (SJX Watches). In 2025 the BR-X3 put the same movement in a 41 mm case based on the BR 03 (aBlogtoWatch), and a 36 mm BR 05 was added (Europa Star).

What is Bell & Ross known for?

Bell & Ross is known for the round-in-a-square case of the BR 01 and BR 03, for designs based on military and aviation instruments, and for the BR 05 sports watch on an integrated bracelet. Most of its watches use Swiss movements from outside suppliers; since 2022 some use a COSC-certified movement made by Kenissi.

Instrument design. The BR 01 was drawn from the dials of aircraft cockpits: a square case, a round dial and four screws at the corners (Europa Star, 2025). The design has been made in many sizes since, from 46 mm down to 42, 41 and now 36 mm (Europa Star). A square case’s width is not the whole story of how it wears; our watch sizing guide explains how to check lug-to-lug length and thickness as well.

Movements. Bell & Ross does not make its own base movements. Its FAQ names movement suppliers including ETA and Sellita (Bell & Ross FAQ), and Europa Star reported in 2025 that it works with Sellita and Kenissi, noting that Chanel holds a stake in both. Earlier, it developed calibres with the independent watchmakers Vincent Calabrese and Pierre Favre (Europa Star).

The BR-CAL.323. The BR-CAL.323 is made by Kenissi, the movement maker owned by Tudor and Chanel. SJX Watches reported that it is essentially the same as the MT5621 Tudor used in its North Flag, and that it was the first COSC-certified movement in a Bell & Ross. aBlogtoWatch gives a power reserve of 70 hours. Our guide to COSC certification explains what the test measures.

Which Bell & Ross collections are there?

Bell & Ross’s current range is built around two shapes: the square BR 03, its “Professional” line, and the BR 05, its “Urban” line on an integrated bracelet (Europa Star). The BR-X3 and BR-X5 are versions of each with the Kenissi chronometer movement (aBlogtoWatch; SJX Watches).

The collections table on this page gives the year each began and a line on each. A few points help when you read listings:

• BR 01 and BR 03. The 46 mm BR 01 of 2005 came first; the square design has since been made at 42, 41 and 36 mm, and the BR 03 is the main square watch today (Europa Star). Check the case size in a listing, as photos make them look alike.
• BR 05 and BR-X5. The BR-X5 looks close to a BR 05, but has a different movement and a longer warranty (SJX Watches). The model name on the papers settles which one you are looking at.
• Limited and themed editions. Bell & Ross releases many versions of each model, such as the Skull from 2009 (Europa Star). Small details often separate one reference from another, so match the reference number on the papers to the watch.
• Older lines. Wikipedia lists Aviation, Marine and Vintage lines. Vintage models and older dive watches such as the Hydromax appear second-hand but are not in the current range on the brand’s site (Bell & Ross).

Who owns Bell & Ross?

Bell & Ross is privately held. Chanel has been a minority shareholder since 1997, and City AM described it in 2024 as “still a major stakeholder”; neither the brand nor Chanel publishes the size of the stake. Carlos Rosillo is chief executive (A&E Magazine).

Europa Star reported in 2007 that Chanel became “a minority but essential shareholder” under the 1997 agreement. The same report described Châtelain, the La Chaux-de-Fonds factory where production was set up, as the Chanel group’s factory. Chanel also has a stake in the movement makers Kenissi and Sellita (Europa Star, 2025; SJX Watches). Bell & Ross presents itself as independent: Rosillo told A&E Magazine in December 2025 that independence lets the brand set its own pace.

In the UK, Bell & Ross Watches UK Limited was incorporated on 24 June 2011 and has its registered office in Burlington Arcade, London. Companies House lists the two founders as people with significant control of the UK company, each holding more than 25% but not more than 50% of the shares and votes. That register covers the UK company only, not the Paris parent, whose shareholders other than Chanel are not published.

Buying a pre-owned Bell & Ross in the UK: what to check

Check that the reference and serial numbers on the watch match its warranty card and papers, find out whether any of the two-year warranty (five years on a BR-X5) is left, ask for the service history, and run a stolen-watch check. Make sure the listing’s case size and model match the watch.

1. Papers and the full set. Bell & Ross’s warranty card must be completed and stamped by the seller at the time of sale (Bell & Ross FAQ). Ask which items come with the watch and whether they are originals. Our guide to what “full set” means explains what each item proves.

2. Warranty. Bell & Ross gives a two-year international warranty covering parts and labour; to claim, you take the watch to a Bell & Ross boutique or approved retailer with the warranty card (Bell & Ross FAQ). SJX Watches reported a five-year warranty on the BR-X5. The FAQ does not say whether the warranty passes to a later owner. See watch warranties explained.

3. Servicing. Bell & Ross recommends a service every four to six years (Bell & Ross FAQ). Ask when the watch was last serviced, by whom, and for the paperwork.

4. Model and size. Square watches look similar in photos. Check the reference number, the case size and the movement against the papers, especially between a BR 01 and a BR 03, or a BR 05 and a BR-X5.

5. Authenticity. Buy from a seller who will put authenticity in writing and accept returns, and have the watch checked by a watchmaker you choose. Our guide on how to spot a fake watch covers what to look for.

6. Stolen-watch check. Check the serial number against a stolen-watch register before you pay. Our stolen-watch check guide lists the UK registers.

7. Who you buy from. A Bell & Ross boutique or approved retailer can honour the brand warranty; an independent dealer offers its own terms. Read grey market versus authorised dealer for how they compare.

For the full process from setting a budget to collecting the watch, see the guide to buying a luxury watch.

Frequently asked questions

Is Bell & Ross French or Swiss?

Both. The brand was founded by two Frenchmen and has its headquarters in Paris, and its watches are made in La Chaux-de-Fonds, Switzerland (Wikipedia).

Who founded Bell & Ross?

Bruno Belamich (“Bell”) and Carlos A. Rosillo (“Ross”) (Bell & Ross; Wikipedia).

When was Bell & Ross founded?

Bell & Ross dates its history from 1994 (Bell & Ross). Europa Star traces the founders’ first watch venture, with watches made by Sinn, to 1992.

Does Chanel own Bell & Ross?

Chanel has been a minority shareholder since 1997 (Europa Star; City AM). The size of the stake is not published.

Where are Bell & Ross watches made?

In La Chaux-de-Fonds, Switzerland (Wikipedia). Until 2002 they were made by Sinn in Germany.

Does Bell & Ross make its own movements?

No. It uses Swiss movements from suppliers such as Sellita and Kenissi (Europa Star). The BR-CAL.323 in the BR-X5 and BR-X3 is made by Kenissi for Bell & Ross (SJX Watches; aBlogtoWatch).

What is the difference between the BR 01 and the BR 03?

Mainly size. The BR 01 of 2005 is 46 mm across; the BR 03 that followed in 2006 is a smaller version of the same square design (Europa Star).

How long is the Bell & Ross warranty?

Two years, international, covering parts and labour (Bell & Ross FAQ). The BR-X5 comes with five years (SJX Watches).

How often should a Bell & Ross be serviced?

Bell & Ross recommends every four to six years (Bell & Ross FAQ).

Are Bell & Ross watches chronometers?

Most are not. The BR-CAL.323, used in the BR-X5 and BR-X3, is COSC-certified, a first for the brand in 2022 (SJX Watches).

This page is general information. Watch60 is independent and has no commercial relationship with Bell & Ross.

We check the facts on this page against the sources listed, and it is correct to the best of our knowledge as of October 2026. Brands change their warranty, servicing and sales terms, so confirm them with the brand or the seller before you buy.