About time: Bell & Ross moves into London’s Burlington Arcade
French marque Bell & Ross has joined a growing band of fine-watch houses by opening their own, standalone London boutique. The Mayfair location of Burlington Arcade, a traditional Victorian passage housing rare, local watch and jewellery names, might appear incongruous for a brand passionate about its high-tech credentials, but for creative director Bruno Belamich, it is this that makes it the perfect London home for his brand. 'It's a good mix. The Arcade has a rich, traditional feel and there's a soul to this location you just don't find in modern things,' he told us at the opening.
The warm lighting scheme and walnut-wood panelling lends the boutique something of a private-club atmosphere. 'You want a luxury boutique to have a warmth and ambience to it,' explains Belamich. 'We were inspired by Fifties design and that functional, timeless style that suggests.'
Bell & Ross has a fond aficionado following in the UK, with cult online communities dedicated to its every move, so while it's a step forward for the brand internationally, it's destined to get the prized local footfall that other global marques often struggle to attain. 'A boutique means you can sell the story of your work; it's a 3D representation of what we're about,' says Belamich. 'We have always enjoyed a good relationship with our UK fans, and we see London as the door to the Anglo-Saxon culture. It's important for us to be here as it's one of the most dynamic cities in Europe.'
As well as current and new models, there are a few special watch designs specific to the London boutique. The limited-edition Insignia is one of them. Created as a tribute to the Royal Air Force, it is inspired by watches from the Forties. Slick design touches, including the thick, ultra-curved glass crystal over the face, a matt-black PVD finish and original RAF insignia on the dial are a graphic reminder that wherever city they fly into, Bell & Ross is an aviation brand at heart.
ADDRESS
Bell & Ross
Burlington Arcade
51 Piccadilly, London W1J 0QJ
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Hannah Silver is the Art, Culture, Watches & Jewellery Editor of Wallpaper*. Since joining in 2019, she has overseen offbeat design trends and in-depth profiles, and written extensively across the worlds of culture and luxury. She enjoys meeting artists and designers, viewing exhibitions and conducting interviews on her frequent travels.
-
Fashionable Christmas baubles to accessorise this year’s tree, from Bottega Veneta to Loewe
Selected by the Wallpaper* style team, a gleaming array of Christmas baubles for fashion fans featuring fantastical designs from Bottega Veneta, Loewe, Prada and more
By Jack Moss Published
-
Discover South Carolina’s Hilton Head Island: food, fun and beachside bliss
With natural splendour and a balmy, subtropical climate, Hilton Head Island beckons beach-goers, gourmets and golf fans alike
By Sofia de la Cruz Published
-
A look inside the home of George Homsey, one of the fathers of pioneering California modernist community Sea Ranch
George Homsey's home opens for the first time since his death, in 2019; see where the architect behind some of the designs for Sea Ranch, the pioneering California modernist community, lived
By Ellie Stathaki Published
-
Art takes London: Tiffany & Co, Damien Hirst and artists take over Selfridges' windows
Four British contemporary artists celebrate Tiffany & Co's pioneering history with a series of storied window displays
By Anne Soward Published
-
Late summer jewels: what to wear at Golden Hour
Late summer signals a jewellery style-shift. These independent designers have got it covered
By Caragh McKay Published
-
All smiles: How a grillz jewellery making class in London became an international hit
What started as a passion project quickly exploded in popularity. We get the story behind the grillz-making workshop at Cockpit London
By Elisa Anniss Published
-
Emerging jewellery designers to get to know
These independent, new and emerging jewellery designers and brands from New York to Paris are firmly on our radar
By Hannah Silver Published
-
Jewellery designers share their most precious personal pieces
A host of jewellers give us a peek at the jewellery which brings them joy and solace
By Hannah Silver Published
-
Playing it cool: pearls are having a moment
We've been deep-diving into boutiques around the world to find the very best calcium carbonate in minute crystalline form. It seems jewellers have been busy rethinking pearls, with contemporary (and often affordable) results
By Hannah Silver Published
-
Eternity rings for the modern couple
Eternity rings, whether sleekly minimalist or sprinkled in diamonds, can be a chic and contemporary love token
By Hannah Silver Published
-
Alternative engagement rings with an edge
As the sales of engagement rings sky-rocket during lockdown, enjoy our off-kilter curation of edgy and unconventional engagement rings
By Hannah Silver Last updated