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Brellum’s 2020 Pilot Collection success prepares brand for new novelties


Swiss watchmaker Brellum unveiled its Pilot Collection this year and so far, it has been a massive hit.

The new Brellum Pilot Chronometer was launched in the spring and according to founder of the watchmaker Sébastien Muller in conversation with WatchPro, it has been “a great success.”

Brellum introduced the Brellum Pilot in April with a Limited Edition which was produced to 33 units worldwide and very recently the Pilot Collection with blue, black or silver dials.


In addition to the Pilot collection, Muller added: “The modified Valjoux 7750 fully decorated and COSC certified + the power reserve indicator is always successful too.”

Commenting on how the business adapted, through what was a tough COVID-impacted year for many companies around the world across all industries, Mr Muller explained how Brellum was slightly affected in March and April, meaning the following months had to compensate.

Mr Muller confirmed: “Numbers in first semester were very good for Brellum.

“This was followed by the election in the USA which affected the confidence of people while coinciding with the second wave of COVID. It dealt heavy blows to the stock market, but in the last few days with Trump almost recognising the loss and the promise of a vaccine, we’ve seen growth in confidence.”

He continued: “Sales have increased again and Brellum will reach numbers of 2019 which were very good. This is thanks to the regular collection as well as the new Pilot Power gauge Chronometer collection.”

Then moving on to discuss imminent plans along with what sets Brellum aside from others, Muller went into more detail on how the business operates and how this can directly benefit the customer.

He said: “Brellum is constantly working on new developments, the beginning of next year will see the arrival of the new Brellum Wyvern GMT Chronometer and probably a new Limited Edition of the Brellum Duobox Moonphase Chronometer.

“We are also working on an exceptional series, the first Brellum Automatic Tourbillon, to celebrate the Duobox model’s 5th anniversary, which will be unveiled in 2021, and limited to 11 units worldwide of which some are already reserved.”

Sales strategy differs for each brand and when it comes to Brellum, this is no different. At the heart of the business is a direct sales strategy which allows the whole customer base to contact Mr Muller directly.

Taking out the middleman is something the brand is keen on and strongly believes it drives greater confidence into those working with the watchmaker.

On this approach, he details: “It is the heart of the Brellum strategy. Every customer worldwide can contact me directly, and more than 50% do – most of the time to discuss about the brand, the vision, or technical specifications and advices.

“I sell all my production directly to my customers all over the world through my website www.brellum.swiss without any middlemen, which allows me to reduce the price by at least 50% compared to a traditional sales network. This benefits customers directly and does not affect the brand. This allows customers to buy an exceptional product because it is limited to 299 units per year for the whole world.”

Brellum produces 299 watches per year and for good reason.

The number is roughly equivalent to one watch a day and that’s what capacity at the business allows for.

Mr Muller described himself as a craftsman who works on exceptional products for enthusiasts of fine watchmaking and makes clear he does not wish to expand production.

He says: “Brellum will never produce more than 299 watches per year. This small quantity allows me to ensure exceptional quality and service for exceptional customers.”

Not only does the direct sales strategy allow for a more intimate working relationship between brand and consumer, it also gives Brellum the opportunity to be a true global brand.

The watchmaker garners interest from around the world and has no limits on this offering, with the USA, Asia, Scandinavia and UK markets appreciating the offering more explicitly.

Looking ahead to 2021, Mr Muller seems excited to get started, as we all are, and gives WatchPro readers insight into what’s in-store.

He concludes: “2021 looks very good with some novelties, most probably two Limited Edition (which are part of the 299 units yearly produced), and an exceptional series of 11 Automatic Tourbillon, some are already reserved by customers, so a lot of work.”

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