The name pays homage to the brand’s European roots and the city that served as a creative muse for a specific design philosophy. While Bell & Ross was founded in Paris and is now based in La Chaux-de-Fonds, Switzerland, the "Bruxelles" models were an ode to the functionalist architecture and pragmatic fashion of Belgium.
However, for collectors, the word "Bruxelles" on a dial represents a specific, limited moment in time—before the brand became overly commercialized, when they were experimenting with retro aesthetics at a reasonable price point. If you find a Bell & Ross Bruxelles for sale today, grab it. They are becoming increasingly difficult to find, especially the PVD-coated versions.
While Bell & Ross is globally synonymous with aviation instruments—specifically the "round within a square" BR 01 cockpit clock—the Bruxelles series represented a rare detour into urban minimalism. More than just a watch, the "Bruxelles" was a statement of understated cool, born from the cobblestone streets of the Belgian capital. Contrary to what the name might suggest, the Bruxelles is not a separate brand, but a highly sought-after vintage-inspired sub-collection produced by Bell & Ross during the late 2000s and early 2010s.
