With the BR-05 36mm, Bell & Ross revisits one of its most recognisable collections through a new narrative lens. Titled Squaring Time, the latest campaign deepens the story of the BR-05, shifting focus from pure design to how the watch exists in contemporary life—how it is worn, shared and lived with.

At its core, the BR-05 embodies an age-old human ambition: the desire to shape, master and control time. Bell & Ross translates this impulse into a bold, urban object defined by its signature geometry—a circle contained within a square. This disruptive yet balanced form has become an icon of the brand, expressing individuality and modernity in equal measure. Squaring Time captures this tension between precision and aspiration, carried by those who dare to imagine mastery over time while asserting their own identity.

Hip To Be Square

The campaign places particular emphasis on proportion and wearability, introducing the BR-05 36mm as a response to evolving lifestyles and tastes. Conceived as a gender-neutral timepiece, the 36mm case offers a size that feels instinctively right on a wide range of wrists. It can be worn by women and men alike, shared between partners, or simply chosen for its comfort and balance. Neither conventionally small nor oversized, the BR-05 36mm challenges traditional expectations of scale, offering presence without excess.

Designing a smaller BR-05 was no simple reduction. Every element of the watch had to be reconsidered. The BR-05’s complex construction—defined by its layered case, integrated bracelet and four signature screws—required a complete redesign to preserve the collection’s identity. The result is a watch that is clearly part of the BR-05 family, yet finely tuned to its new dimensions.

Legibility remains a defining principle. The dial features refined hands, applied numerals and indexes filled with white luminescent material for clarity at all times. A range of dial colours—from black and grey to ice blue and mother-of-pearl—allows the same watch to express different moods, reinforcing the dial as the most personal element of the timepiece.

The angular steel case alternates satin-brushed surfaces with polished bevels, highlighting its architectural lines, while the integrated bracelet mirrors this interplay of finishes for flexibility and comfort. Elegant yet sporty, the BR-05 36mm reaffirms Bell & Ross’s vision of the modern urban watch—one that reflects not just how time is measured, but how it is worn today.