The following conversation has been lightly edited for brevity and clarity.
Sam Amis:
Thanks for being here, Davide. This is going to be fun.
Davide Cerrato:
Thank you for inviting me.
Sam Amis:
Let’s start with the classic first question: what’s on your wrist today?
Davide Cerrato:
Today I’m wearing a very special watch that’s dear to me—a new version of the Terra Nova Jumping Hour. We launched the first version at Watches and Wonders in bronze, limited to 100 pieces. It sold out in two and a half weeks. Now we’re releasing a 904L steel version. It perfectly embodies the bold design direction Bremont is taking.
Sam Amis:
Love it. If you haven’t seen this watch, it’s on display upstairs. I was admiring the vertical brushing on the dial—it’s beautiful. I’m wearing a Tudor FXD, which I got when my second son was born, so it means a lot to me. I know you had a hand in shaping the Tudor brand for a while.
Let’s dive in. How does it feel to be at the heart of the watch enthusiast community here in New York City?
Davide Cerrato:
It feels great. First, congratulations to Wind Up on 10 years—an incredible achievement. It’s fantastic to be here, to spend time speaking and exchanging ideas. I believe strongly in the concept of watchmaking fraternity, and that’s what this is. Seeing all the watches people are wearing, double-wristing—it’s really cool. This is where the passion is at its peak.
Sam Amis:
Looking back over your career—Panerai, Tudor, Montblanc—what excited you most about joining Bremont? And what excites you moving forward?
Davide Cerrato:
I believe things don’t happen by chance. My career trajectory pointed me toward Bremont and England. I’ve specialized in revitalizing brands—ones that were dormant or struggling—and relaunching them. It’s a special challenge that I love, and Bremont needed that.
I’ve always worked with tool watches, especially in the premium segment—between £2,500 and £10,000. It’s a competitive space where customers expect the same performance as a £20,000 watch. You have to be creative, truthful, and innovative. Wearability is often undervalued, but it’s crucial. That impression on the wrist drives the purchase.
Before Bremont, I worked at HYT, which introduced me to the world of independent brands—passionate, creative, and more directly connected to customers. That’s what I love here: spending time, exchanging ideas, and understanding how people connect with our brand and products.
There aren’t many British watch brands, and Bremont has a unique story—building an indestructible pilot watch, testing prototypes on mannequins ejected at 25G. We developed technical solutions to absorb vibration and control magnetism long before it was a widespread concern. It’s an authentic, aviation-linked story. But I saw potential to expand beyond aviation into adventure and exploration. I love the idea of a brand that inspires limitless dreams.
Sam Amis:
When evolving the brand, what parts of Bremont’s heritage did you feel proud to carry forward? And what did you feel was essential to evolve?
Davide Cerrato:
Aviation is central. The triptych case is a technical solution for shock and magnetic absorption. The MB Meteor is a pilot watch with a double crown—one operating an internal flange like a bezel. It’s a unique design.
I see my role as a translator—digging deep and finding ways to make the brand resonate with younger audiences and different cultures. When we redesigned the MB Meteor for Watches and Wonders, we made it better. It was unique but slightly thick, so we reworked the construction to make it thinner. The crowns were bulky and hard to operate, so we refined their shape and the rotoclick mechanism. Now it’s smooth, like a diving bezel. I’m obsessed with the mechanical feel—it should sound like a safe.
We also softened the midbar knurling, switched from aluminum to titanium with DLC or ceramic coating, and introduced a fantastic interchangeable metal bracelet. Every iteration is about future-proofing the design for the next decade.
Sam Amis:
How has the design process evolved at Bremont?
Davide Cerrato:
We’ve structured it more formally. I brought in a fantastic colleague I’ve worked with for 10 years. We created a proper product development department and an internal design team. I drive the design directly—I’m a product guy. We loop in other departments to improve the watches technically. We’ve extended our warranty from three to five years, reflecting our growing quality. And we have fun—I’m injecting a bit of Italian humor into the British seriousness.
Worn & Wound
2025-11-11 17:00:00