Bell & Ross (BELL & ROSS) is a luxury watch brand founded in Paris in 1992 by French watch enthusiasts Bruno Bellamich and Carlos A. Rosillo; it is a French-founded, Swiss-made brand.
The “BR 01” (2005), with its square case inspired by aircraft cockpit instruments, has become a global icon. Guided by the brand philosophy of “Form Follows Function,” it pushes the limits of readability, precision, durability, and water resistance. Trusted by real-world professional users—including the French Air Force, special forces, divers, and rescue personnel—it is cherished in more than 60 countries worldwide as a “genuine tool.”
Japan's first flagship boutique, which opened in June 2021, is located in Ginza 4-chome, near the Kabukiza Theater.
BELL & ROSS: Basic Information on the Bell & Ross Ginza Store
Japan’s first Bell & Ross-owned flagship boutique is located in a prime location in Ginza 4-chome, just a short distance from the Kabuki-za Theater. As part of Bell & Ross’s international expansion strategy, which spans more than 60 countries worldwide, the opening of this store in Ginza, Tokyo, serves as a symbolic flagship that demonstrates the brand’s strong commitment to the Japanese market.
- address (e.g. of house): 4-9-13 Ginza, Chuo-ku, Tokyo 104-0061
- Phone number: 03-6264-3989
- Business Hours: 11:00 a.m. – 8:00 p.m.
- regular closing day: Tuesday
- Access: 1-minute walk from "Higashi-Ginza Station" on the Tokyo Metro Hibiya Line and Toei Asakusa Line; 4-minute walk from "Ginza Station" on the Tokyo Metro Ginza, Marunouchi, and Hibiya Lines
- feature: The four outdoor display cases are each themed around aviation, diving, F1, and urban life, while the entire collection is on display inside the store. It is one of the few boutiques in the world where you can see the full collection lineup. The space embodies the brand’s aesthetic, featuring a concrete floor reminiscent of a runway or aircraft hangar, and a luminous belt on the ceiling modeled after the glowing markers on a runway. Three iconic black clocks displaying the times in Geneva, New York, and Tokyo are mounted on the oak walls, and a giant screen is installed in the VIP area.
It's good because it's in Ginza.
The biggest advantage of buying a Bell & Ross watch in Ginza is that,As Japan’s first and only directly operated flagship store, it offers one of the world’s few displays featuring the brand’s entire collection, along with an immersive shopping experience that fully embodies the brand’s vision.It is located here. From the BR 01 to the BR 05, the BR-X3, the BR-X5, the BR Series, the Diver, and limited-edition models—this is a unique experience where you can see and try on all of Bell & Ross’s iconic collections in one place; even among Bell & Ross boutiques worldwide, including those in Ginza, there are only a few locations that offer this.
An interior design reminiscent of runways and aircraft hangars, black marble columns and shelves modeled after dashboard instruments, and a black clock displaying the times in Geneva, New York, and Tokyo— —the brand’s philosophy of “Form Follows Function” is evident in every corner of the space’s design. On the giant screen in the VIP area, visitors can enjoy videos showcasing the brand’s history and innovation. While receiving attentive consultation from highly knowledgeable staff, guests can experience a unique world—a fusion of the origins of the pilot’s watch, refined French design sensibility, and precise Swiss mechanical movements—in the premier location of Ginza.
BELL & ROSS: Who Wears Bell & Ross?
People who wear Bell & Ross,"Individualists who value authenticity"—those who place greater value on true functional beauty and professional-grade specifications than on trends or flashy brand names....is its core appeal. “Rolex and Omega are too ordinary—I want to express the DNA of pilot’s watches, aviation, and the military on my wrist”—it is beloved by those who share this clear sense of aesthetics and spirit of adventure.
While it enjoys enthusiastic support from professional users such as pilots, divers, rescue workers, and special forces personnel, it is also widely chosen by adults with a distinct sense of style, including business executives, creatives, actors, musicians, and motorsports enthusiasts. Its unique silhouette—a square case with four screws—is instantly recognizable as Bell & Ross, making it the perfect choice for users who seek a distinctive look that stands out from the crowd.
In recent years, with the introduction of the “BR 05,” the brand has further emphasized its identity as a luxury sports watch suited for urban life, and has expanded its lineup to include models for women, such as the “BR 03 36mm” and the “BR 05 36mm Diamond Eagle.” The number of mature female fans who appreciate a masculine and cool style is also on the rise.
BELL & ROSS: Popular Products
At Bell & Ross, the following collections and models are particularly popular.
- BR 03 Black Matte Ref. BR03A-BL-CE/SRB The latest iteration of the “BR 03,” the iconic collection that defines the brand, which was launched in 2006. This 41mm case features an all-black ceramic case with a matte finish, taking the military-inspired aesthetic to the extreme. Prices start at approximately 616,000 yen.
- BR 03 Skeleton Black Ceramic Ref. BR03A-BL-SKCE/SRB The new 2025 BR 03 with a skeletonized design. This watch blends modern sophistication—with the movement’s inner workings on full display—with a professional aesthetic. Prices start at approximately 758,000 yen.
- BR 05 Black Steel Ref. BR05A-BL-ST/SST A luxury sports watch designed for urban living, launched in 2019. This innovative model—the brand’s first to feature a square case integrated with a metal bracelet—is ideal for business settings. Prices start at approximately 525,000 yen.
- BR 05 GMT Ref. BR05G-BL-ST/SRB A model for travelers featuring a GMT function in the BR 05 collection. With its distinctive blue-and-black bezel, it adds a touch of sophistication to the wrist of the discerning business traveler. Prices start at approximately 608,000 yen.
- BR-X5 Ice Blue Ref. BRX5R-IB-ST/SST The latest model in the BR-X5 collection. Featuring an ice-blue dial reminiscent of ice and an in-house movement with a micro-rotor, this watch embodies the next generation of instrument watches. Prices start at approximately 828,000 yen.
- BR 03 Diver Ref. BR03A-D-BL-CE/SRB While it is generally considered difficult to ensure water resistance with a square case, this is a rare diver's watch that achieves full-fledged diving performance down to 300 meters. The hour and second hands are coated with luminescent paint, ensuring excellent readability even in the dark. Prices start at approximately 620,000 yen.
BELL & ROSS: Celebrities Who Wear Bell & Ross
Bell & Ross is beloved by many celebrities and artists both in Japan and abroad. Here are a few examples.
- Ryo Ryusei (Actor): He is a fan of limited-edition models available at the Ginza boutique, such as the BR 03 Ice Green. The French-made military watch perfectly complements the cool, composed gaze of this actor, who is also active as a model in productions such as the NHK Taiga drama *Toward the Shining One* and Paris Fashion Week.
- Yosuke Eguchi (Actor): A favorite among fans of the BR 01 series. Chosen by Japan’s leading actors in numerous TV dramas and movies, this model embodies the mature charm of its iconic, rugged, masculine design.
- Hiro Mizushima (Writer, Former Actor): He loves his BR 01-92 RED. He is also known for a romantic story in which he and his wife, the artist Ayaka, both wear matching pairs of this rare model, limited to 500 pieces worldwide.
- Ayaka (Singer/Artist): She loves the BR 01-92 RED. As a matching pair of watches with her husband, Hiro Mizushima, this singer-songwriter—a leading figure in the Japanese music scene—demonstrates great taste in choosing a brand that originated in France.
- Tom Hanks (actor): A devoted fan of the BR Vintage 123. Known as one of Hollywood's leading dramatic actors and a watch enthusiast, he has chosen this classic, vintage-inspired model.
- Terry Cruz (actor and former American football player): He loves his BR 01-92. This large 46mm pilot’s watch is a perfect match for the burly action star known for action movies such as the *Expendables* series and *Deadpool 2*.
- Sarah Sampiao (Model): A fan of Bell & Ross watches. A top model from Portugal who has made a name for herself worldwide as a Victoria's Secret Angel, she styles masculine military watches with a feminine flair.
BELL & ROSS: Bell & Ross Price Range (Approximate Prices)
The market price of Bell & Ross varies depending on the collection and model.
- New (regular price): The entry-level “BR V2-92” starts at about 400,000 yen; the classic “BR 05 Black Steel” is about 525,000 yen; the popular “BR 03 Black Matte” is 616,000 yen; the “BR-X5 Ice Blue” at approximately 828,000 yen, and the flagship “BR-X5 Iridescent” at approximately 998,000 yen. Some models featuring tourbillons or complex mechanisms range from 2 million yen to over 8 million yen, and limited-edition models—such as the top-of-the-line “BR-X3 Patrouille de France”—are highly coveted by collectors.
- second-hand market: Prices start at approximately 458,000 yen for the popular “BR 05 Black Steel,” approximately 498,000 yen for the “BR 03 Phantom,” and approximately 388,000 yen for the “BR 05 Blue Steel.” Actual market prices range from 70 to 90 percent of the official list price, and their excellent value for money—catering to a wide range of budgets—is another major draw.
- Limited and Collaboration ModelsModels such as the “BR-X3 Patrouille de France” (a collaboration with the French Air Force’s aerobatic team) and the “BR-05 Chrono S.T. Dupont”—which are limited to just a few dozen to a few hundred pieces worldwide—tend to command a premium due to their rarity.
- property (asset) value: While prices haven’t skyrocketed like those of Rolex or Patek Philippe, production volumes are limited, and discontinued and limited-edition models maintain stable market prices. In particular, lines with a dedicated fan base—such as the “BR-X” series and models created in collaboration with military and special forces units—are expected to retain their value over the long term.
BELL & ROSS: The Appeal of Bell & Ross and Top Picks
For Men: Perfect for mature men who seek functional beauty and individuality
The “BR 03” and “BR 05” are the brand’s signature models. The former features an iconic square case modeled after aviation instruments, exuding a distinctive character unlike any other brand. The latter is a luxury sports watch with an integrated bracelet, making it a versatile choice that fits seamlessly into business settings. For serious divers, the “BR 03 Diver” with its 300-meter water resistance is the ultimate choice, while for collectors, the experimental “BR-X3” and “BR-X5” models are the ultimate picks.
For Women: For women who love a masculine, cool style
We recommend the “BR 03 36mm” and the “BR-05 36mm Diamond Eagle.” The 36mm models from the 2025 collection feature exquisite proportions that fit perfectly even on a woman’s slender wrist. The Diamond Eagle model features a dazzling design that recreates the constellation Aquila using aventurine and diamonds, successfully blending the appeal of a masculine military watch with feminine sparkle.
BELL & ROSS: Bell & Ross Age Demographics
mainly30's to 60'sIt enjoys popularity across a wide range of age groups. In particular, it has overwhelming support from creative professionals and business executives in their 40s and 50s who have established their own personal style, as well as from motorsports and aviation enthusiasts. With entry-level models starting in the 400,000-yen range, the brand is gaining popularity among young business professionals in their late 20s to 30s as their first authentic Swiss watch. The female fan base is also steadily expanding, centered on women in their 30s and 40s.
BELL & ROSS: If I were buying one for myself?
"BR 03 Black Matte"or"BR 05 Black Steel"We recommend these two. The former is the brand’s iconic model that best captures the essence of a military watch, while the latter is a luxury sports watch perfectly suited for urban life and versatile enough for everyday wear. They’re ideal for those seeking “a watch that’s uniquely theirs—one that no one else has”—to celebrate business success, starting their own business, or other major life milestones.
BELL & ROSS: Bell & Ross—What Should You Get as a Gift?
For men"BR V2-92"or"BR 03"is a classic choice. With a design that seamlessly blends military style and functional beauty, it makes the perfect gift for business professionals or active men. For women,"BR 03 36mm"and ... and"BR-05 36mm Diamond Eagle"We highly recommend this piece—its masculine design is accented by the dazzling brilliance of diamonds, making it a unique gift unlike anything you’ll find from other brands. It’s the perfect, one-of-a-kind gift to celebrate life’s special milestones, such as wedding anniversaries, promotions, or the launch of a new business.
Summary
Bell & Ross truly shines in the unique setting of Ginza. Since 1992, the brand has maintained its unique position as a French-founded, Swiss-made watchmaker, embodying an innovative design philosophy that translates aircraft cockpit instruments into wristwatches, all rooted in the unwavering belief that “Form Follows Function.”
Trusted by real professionals—such as the French Air Force, divers, and rescue workers—as a “genuine tool,” and for adults who want to express their own unique style with its one-of-a-kind square silhouette, Bell & Ross is truly the ideal watch. To make your shopping experience in Ginza even more special, why not pay a visit to Japan’s first flagship store, the “Bell & Ross Ginza Boutique”?
