As the luxury watch industry navigates shifting consumer preferences, growing competition from independent brands, and an evolving definition of luxury itself, Bremont is charting its own course. The British watchmaker, known for its aviation-inspired tool watches and engineering-led approach, is focused on strengthening its global presence while staying true to its core values of purpose, authenticity, and performance.
At the helm of this commercial strategy is Stéphane Pichavant, Chief Commercial Officer of Bremont, who joined the company after spending more than 15 years within the LVMH Group. Bringing the discipline of a global luxury powerhouse to an independent watch brand, Pichavant is helping shape Bremont's next chapter as it seeks to establish itself as a leading modern tool-watch manufacturer.
In this exclusive conversation, Pichavant discusses his transition from LVMH to Bremont, the changing meaning of luxury, the rise of independent watchmakers, the opportunities in India, and his vision for the future of British watchmaking. Edited excerpts.
WatchTime India: You spent over 15 years within LVMH. Why did you decide to join an independent brand like Bremont, and how did it happen?
Stéphane Pichavant: After more than 15 years within LVMH, particularly at TAG Heuer, I had the opportunity to work in a highly structured and high-performing environment. It gave me a strong foundation in brand development, luxury retail, distribution, and many other aspects of the business.
However, I reached a point where I wanted a new challenge. I wanted to become more of an architect of the framework rather than simply being part of it. I was looking for a more entrepreneurial role where I could help shape the future of a brand.
Bremont was particularly compelling because it already had a strong identity, rich aviation heritage, and a unique positioning, while also having significant untapped potential. The move was deliberate—I wanted to bring the discipline and experience gained from a major luxury group to an independent brand and help unlock its next phase of growth.
WTI: How has your experience at LVMH shaped your approach at Bremont?
SP: It shaped my approach in two key ways: clarity and discipline. At LVMH, everything begins with clarity—understanding what the brand stands for, who the clients are, and what role the product plays. That clarity becomes the foundation for every decision. The second element is discipline. Luxury is a long-term business, so discipline is essential in distribution, pricing, client experience, and brand management. Growth must be managed carefully to protect brand equity.
At Bremont, I apply these same principles but within a more agile environment. The advantage of a smaller organisation is that you can move faster and be more entrepreneurial. My goal is to combine the rigour of a global luxury company with the flexibility and speed of an independent brand.
WTI: What differentiates Bremont's tool watches in today's crowded luxury sports watch market?
SP: Bremont is a relatively young brand—we'll celebrate our 25th anniversary next year. What makes us different is that we are a modern tool-watch brand. Many watch brands are rooted primarily in heritage, which is important. Bremont, however, was built around functionality. From the beginning, the mission was to create highly robust watches designed for real-world performance, whether in aviation or extreme environments.
We also have strong credibility through partnerships such as Martin-Baker, the ejection-seat manufacturer. Our watches are subjected to extreme testing, which gives them legitimacy beyond storytelling. Finally, our British identity offers a distinctive perspective within a predominantly Swiss industry. The combination of purpose, engineering, and authenticity defines Bremont today.
WTI: What is your long-term vision for Bremont?
SP: Our ambition is to position Bremont as the leading modern tool-watch brand and a key reference in British watchmaking. To achieve that, we focus on three priorities.
First, strengthening brand clarity so that wherever consumers encounter Bremont, they immediately understand what we stand for.
Second, scaling internationally with discipline by working with the right partners in the right locations. In India, for example, we work with Ethos, a key player in the luxury watch industry.
Third, continuing to invest in products and manufacturing. Product quality, engineering, and design are fundamental to our long-term credibility.
WTI: With your background in global sales, what are the most important factors in building a successful international retail network today?
SP: The first factor is the quality of distribution—being in the right locations with the right partners. The second is omnichannel consistency. Customers move seamlessly between digital and physical environments, so the experience must be aligned across all channels. The third is relationship-building. Retail is no longer just about transactions; it's about engagement, storytelling, and creating long-term connections with customers.
WTI: Which markets are you most excited about today?
SP: Every market brings something unique, but three stand out. The United States remains a key market because of its scale and the openness of consumers to brands like Bremont.
The Middle East is highly attractive because of its sophisticated clientele, appreciation for differentiation, and strong gifting culture.
India is especially exciting from a long-term perspective. The market has evolved tremendously over the last decade. Today's consumers are highly informed, curious, and increasingly interested in exploring the wider watch industry. Each of these markets plays a different role, and our objective is to maintain a balanced global strategy.
WTI: How has the response from the Indian market been so far?
SP: Very encouraging. What's particularly notable is how quickly the market is evolving. Consumers are increasingly knowledgeable and open to looking beyond traditional luxury brands. Indian customers appreciate that Bremont is a purpose-driven brand. They understand that our watches are designed for performance and backed by real engineering. I see a growing preference for individual expression and personal choice rather than simply buying for recognition.
WTI: Is there something you would especially like Indian consumers to know about Bremont?
SP: I would like them to understand that Bremont is a purpose-driven brand built on authenticity. Everything we do has a reason behind it. We have nearly 25 years of legitimacy in aviation, military partnerships, and exploration. Our story is genuine and rooted in real experiences. I want consumers to understand that authenticity and then connect with the brand on their own terms.
WTI: What are the biggest challenges facing the luxury watch industry today?
SP: There are short-term challenges, such as macroeconomic pressures and issues like tariffs. More broadly, the industry is undergoing a period of recalibration. Consumers are becoming more cautious, more value-conscious, and significantly better informed. The key challenge is maintaining relevance. Brands must be clear about what they stand for, remain transparent and authentic, and deliver genuine value that consumers can understand and appreciate.
WTI: Do you believe the definition of luxury is changing?
SP: Yes, significantly. Luxury is shifting away from being primarily about status and moving toward meaning and personal connection. Consumers are increasingly seeking authenticity, clear brand values, and experiences that resonate with them emotionally.
Brands must focus on emotional relevance while maintaining product integrity and quality. The balance between those two elements is crucial.
WTI: How do you view the growing competition from independent watchmakers?
SP: I think it's one of the best things that can happen to the industry. Independent brands bring creativity, authenticity, and fresh ideas. Unlike established brands, they often have greater freedom to innovate because they aren't constrained by decades of heritage or iconic product lines. They resonate strongly with collectors and younger consumers, and they push the entire industry to improve. They bring energy and dynamism to watchmaking.
WTI: After decades in the industry, what still excites you about watchmaking?
SP: Every year, whether at Watches and Wonders or while visiting independent brands, there's always something new to discover. It's an industry that constantly evolves despite being rooted in traditional craftsmanship. What fascinates me most is the combination of engineering and emotion. Watches are technically complex objects, but they're also deeply personal. For many people, a watch becomes part of their life story, and that connection is incredibly powerful.
WTI: What defines a truly great watch in your opinion?
SP: Emotion plays a major role. The most important moment is when someone puts the watch on their wrist. Instantly, they know whether it feels right or not. A great watch should be technically sound, contemporary in design, and emotionally resonant with the wearer. When those elements come together, you have something truly special.
WTI: If you had to describe Bremont in three words, what would they be?
SP: Purposeful. Engineered. Authentic. Purposeful because everything begins with function. Engineered because there is real integrity behind every product decision, from materials to construction and testing. Authentic because our connection to aviation, exploration, and military partnerships is real and lived—not simply marketing.
WTI: Which Bremont watch is your personal favourite and why?
SP: The Martin-Baker MB Stealth. It's not simply inspired by aviation—it is genuinely part of the aviation world. The watch undergoes the same extreme testing associated with Martin-Baker ejection seats, giving it credibility beyond storytelling. It also has a strong human dimension. The original MB1 was only available to pilots who had successfully ejected using a Martin-Baker seat, making it a symbol of survival. For me, it perfectly combines functionality, robustness, and a powerful story, which ultimately defines Bremont.
Images: Courtesy Brand
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