Bell & Ross has made a name for themselves not by selling watchmaking expertise, or a historic brand name, or innovating in any way. They don’t even come up with compelling names for their different models.

The Horograph and Horolum names, for example, according to Bell & Ross, were derived from the common root “Horo”, from the Latin “Hora” (hour), followed by “Graph” (graphics) or “Lum”, from the Latin “Lumen” (light).

Who the hell came up with these names?

One is said to be based on airport terminal clocks, and the other on runaways. And you can see the airport terminal clock aesthetic in the design of the so-called “Horograph,” but I fail to see how the luminous material on the “Horolum” is related to the runway at an airport, at least without laughing.

My point is basically when you have a design as recognizable – maybe even iconic – as the square Bell & Ross case (that came out in 2005), you can name the watches whatever you want.

The name doesn’t even matter, regardless of how silly it sounds, or how far fetched the association with an airport runway is, for example. Nor does the movement inside or how it is made.

The company clearly understands marketing but has zero horological moxie.

Jason Pitsch
Posted by:Jason Pitsch

Jason Pitsch is the Founder of Professional Watches. He appreciates good design and engineering in everything from architecture to automobiles to cameras to clothing. Yet his focus for the past decade has remained consistent on covering just one type of craftsmanship: watchmaking.