As part of our "Post-Baselworld Interview Series", Perpetuelle.com recently conducted an interview with Roberto Passariello, Director of Marketing & Communication for Bell & Ross.  We are pleased to share this interview with you below in which we receive Mr. Passariello's insights into Baselworld 2009, the Bell & Ross brand, social media and more. 

The Bell & Ross Exhibit at Baselworld 2009

Roberto Passariello, Director of Marketing & Communication for Bell & Ross

Perpetuelle:  How was BASELWORLD 2009 different for Bell & Ross compared to prior years?

Mr. Passariello:  In a year of crisis everybody was expecting a disappointing Baselworld.  In fact, Baselworld 2009 was good for us.  We introduced very strong and creative new models that had excellent results both with journalists and retailers.

Perpetuelle: Please tell us about the philosophy behind the new 2009 releases from Bell & Ross.

Mr. Passariello: The new models underlined our Brand philosophies and positioning as a brand that creates watches for professionals of the extreme: pilots, submariners, etc.  The new models were grouped in three areas: watches inspired by our military and professional expertise, watches inspired by the instruments in the dashboard of a plane, watches combining innovative high tech materials.

Perpetuelle:  Would you please highlight a couple of your favorite new models for us?

Mr. Passariello:  The BR 01 Heritage, the BR 01 Airborne and the BR 01 Radar were the ones that created the maximum buzz at Basel. The Heritage because of its excellent retro look and inspiration from 1940s dashboards; the Airborne because of its very strong symbolism and tribute to the famous Airborne unit as well as the striking skull design; and the Radar because of its very innovative way of reading time.

The Bell & Ross BR 01 Airborne

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The Bell & Ross BR 01 Heritage

Perpetuelle:  What do you view as the core strengths (and/or defining elements) of Bell & Ross?

Mr. Passariello:  Extremely well constructed watches designed for professionals. Focus on function rather than design, all Bell & Ross watches are instruments for the owners.  Finally, the distinctive square look of the BR 01 and BR 03 series has become icons in the watch industry.

Perpetuelle:  What are you wearing now?

Mr. Passariello:  BR 03-94 steel case.

 BR 03-94 steel case

Perpetuelle:  Are there any areas in particular that Bell & Ross will be focusing on for 2010 and/or beyond (for example, a focus on certain types of watches / complications / movements)?

Mr. Passariello:  We will continue our focus and development in the area of professional watches for professionals of the extreme.

Perpetuelle:  Please tell us about the distribution strategy and geographical availability of Bell & Ross timepieces.

Mr. Passariello:  We have 500 points of sale across the world quite evenly distributed between Asia, Europe and Americas.

Perpetuelle:  Can you tell us which, if any, geographies you believe will play in important role in the future growth of Bell & Ross?

Mr. Passariello:  USA and Latin America.

Perpetuelle:   What role do you see for online media (such as Perpetuelle.com, for example) and Bell & Ross?  How do you see this role changing/evolving in the future?

Mr. Passariello:  We see online becoming increasingly important for Bell & Ross. Not only for advertising purposes but also the development of our own website.  Online allows us also to build a relation with our fans like we never had before.

Perpetuelle:  Thanks you for sharing your time and insights with Perpetuelle.com's audience of luxury watch owners, collectors & enthusiasts.  We wish you and everyone at Bell & Ross all the best in 2009 and beyond.

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