UK Luxury Watch Brand "BREMONT" Officially Launches in Japan!

Best Sales Co., Ltd. (Head Office: Chiyoda-ku, Tokyo, President: Mitsutaka Ishida), which operates the watch specialty store "ISHIDA," has officially signed a direct partnership agreement with the leading British luxury watch brand "BREMONT" for the Japanese market. In conjunction with this, full-scale deployment and operations in the Japanese market will commence in July 2026.

Championing the brand's core philosophy of "Next Standard Luxury," ISHIDA will deliver BREMONT's powerful brand identity and exceptional timepieces to watch enthusiasts across Japan.

By establishing a direct partnership with BREMONT, ISHIDA, which has built an unshakeable position in the Japanese luxury watch market, will realize a seamless and premium service system that directly reflects the vision of the UK headquarters. We will provide customers with an unprecedented and special brand experience.

Background: The Significance of Presenting "Next Standard Luxury" to the Japanese Market

Twenty years ago, young business professionals aspired to brands like Rolex and Omega, thinking, "This is standard luxury." However, due to the continuous price surge in the watch market in recent years, these timepieces have gradually become unattainable, even causing concerns about a "drift away from mechanical watches" among younger generations at one point.

But today, a very interesting change is occurring. Many young people who first experienced smartwatches are rediscovering the charm of traditional watchmaking and are voluntarily returning to mechanical watches, drawn to "authentic craftsmanship" and the "rich stories woven into them."

What we should present to the Japanese market now is precisely "Next Standard Luxury," an option that perfectly fits the lifestyle and values of this new generation.

As a brand born in Britain, the birthplace of modern watchmaking and home to the Royal Observatory Greenwich, the origin of time, BREMONT carries a grand historical legacy and holds the potential to lead the future market. We are deeply proud to finally introduce BREMONT to the Japanese public.

"Next Standard Luxury" as Defined by ISHIDA

What ISHIDA considers "Next Standard Luxury" is the pursuit of "essential value" that seamlessly harmonizes with modern lifestyles, liberated from the rigid framework of conventional luxury, while maintaining "fair pricing."

We propose luxury watches for the next generation that perfectly fuse exceptional functional beauty, overwhelming robustness capable of withstanding harsh environments, and a deep story that stimulates the wearer's adventurous spirit, rather than relying solely on historical status.

Brand Profile: BREMONT – A Genuine British Brand

Founded in 2002, Bremont is driven by an unyielding determination to "create tool watches that can withstand the world's harshest environments." Bremont watches, crafted with precision and meticulous attention to detail, embody the unwavering spirit of great British pioneers who have challenged exploration into unknown territories.

Designed to perform exceptionally in all environments, from the deep sea to the highest mountains, or even the extreme regions of the Earth, Bremont watches are trusted by explorers, adventurers, and military personnel worldwide. The brand draws inspiration from the constant drive and determination of those who challenge the impossible, a spirit symbolized by the brand's mantra, "Take It Further."

Bremont produces practical products based on advanced engineering, embodying the essence and origin of tool watches. Timepieces designed based on the principles of AIR, LAND, SEA, and SPACE are built to function in any environment. Because Bremont watches are subjected to harsh usage and severe conditions, no compromises are made in creating reliable equipment. Therefore, only the highest quality materials and watchmaking technologies currently available are employed in their manufacture.

In 2021, Bremont opened "The Wing," a state-of-the-art watch manufacturing facility spanning 35,000 square feet in Henley-on-Thames, Oxfordshire. In this cutting-edge facility, meticulously crafted watches are brought to life.

"Next Standard Luxury" as Defined by BREMONT

For BREMONT, "Next Standard Luxury" means a style that pushes the boundaries of cutting-edge precision engineering and creates the most purpose-driven tool watches while nobly inheriting the heritage of British watchmaking.

We offer high-performance tool watches created for the spirit of thrilling exploration in land, sea, air, and space, breaking away from luxury that relies solely on historical prestige. We propose luxury watches that value "substance (quality) over status," deeply resonating with the hearts of the new generation who have returned to the value of true craftsmanship after experiencing smartwatches.

Uncompromising Commitment to Craftsmanship

BREMONT's ultimate appeal lies in its meticulous obsession with quality and its unique approach to watchmaking.

Uncompromising Commitment to Craftsmanship

Craftsmanship is the foundation of Bremont's watch manufacturing process. From hand-finishing to complex assembly, every detail is executed with skill, precision, and passion.

Extreme Durability and Advanced Technology Designed as professional instruments, BREMONT timepieces are built to support those who challenge the harshest frontiers faced by humanity, from LAND, SEA, AIR, and the newly added SPACE. The brand's passion for creating the world's finest tool watches continuously pursues improvements in durability and performance, such as the adoption of premium materials like "904L steel" and "Grade 2 titanium," which offer excellent corrosion resistance, scratch resistance, and a unique beautiful luster.

British Craftsmanship and Meticulous Attention to Detail

Craftsmanship is the bedrock of Bremont's watchmaking. From hand-finishing to complex assembly, every detail is finished with skill and dedication. The seamless fusion of traditional aesthetics and modern engineering gives each part a distinct identity, forming BREMONT's unique and sophisticated character.

Timepieces Alive with Authentic Stories Each collection is closely linked to real-life stories. Brand ambassadors who push the limits of human potential and the possibilities of adventure, iconic brand collaborations, or official partnerships with elite military units. These watches are not just tools that tell time; they are special objects that inspire the wearer's life and embody rich stories.

Main Price Range for "BREMONT" Japan Launch

Price Range: ¥500,000s to ¥1,200,000s (including consumption tax)

Background on Price Range: Amidst the rapid price surge in the luxury watch market in recent years, BREMONT is thoroughly committed to offering exceptional functional beauty, overwhelming robustness, and authentic craftsmanship at "fair prices." For this full-scale launch, we offer a wide lineup with a core range from models in the ¥500,000s to ¥1,200,000s. We will provide the new standard for luxury in the coming era, "Next Standard Luxury," which does not rely solely on status, to Japanese users.

"BREMONT" Official Japan Website https://bremont.jp/

"BREMONT" Retail Stores

Retail Store: ISHIDA Omotesando

Store Location: 4-25-15 Jingumae, Shibuya-ku, Tokyo B1F

About the Store and Operating Company: "ISHIDA Omotesando," which will serve as the base for full-scale domestic deployment from July 4, 2026, is located in a symbolic area of Omotesando, Tokyo, and is a full-fledged watch specialty store handling numerous global luxury watch brands. Best Sales Co., Ltd., the operating company, is one of Japan's leading watch specialty store groups (authorized dealers, vintage) with stores in Shinjuku, Tokyo, Sapporo, and other locations. With extensive knowledge of luxury watches cultivated over many years, strong brand relationships, and high-level hospitality, we have earned the deep trust of a wide range of customers, from watch enthusiasts to beginners. Under a close service system that directly reflects the vision of the headquarters, we will deliver the world of BREMONT's overwhelming robustness and craftsmanship to Japanese fans in a sophisticated space with the highest hospitality.