With the vision of breaking the code of traditional segmentation in the watch market, Briston entered the industry as a French lifestyle brand offering “premium sport chic” in an accessible luxury market. From this spirit, Briston creates its own style with a classic watchmaking DNA, but with a smart and casual touch using innovative raw materials and colours. From automatic watches to quartz movements, chronographs, and dress watches for men and women – Briston’s diversity is not limited to colours.
After many years in the watch industry, Brice Jaunet is doing his own thing with the new brand, following in the footsteps of his grandfather, who co-founded the sportswear brand “NewMan” in 1967. The bold, curved, square shape of the watch (cushion), inspired by the roaring twenties, is designed to break the code of the standardized entry-level market and gives the timepiece a unique and genuine watchmaking style.
For the first collections, Briston collaborated with Mazzucchelli, known for cellulose acetate, a natural polymer developed in the early 20th century, used to create the watch cases. The robust and waterproof NATO nylon strap can be changed to suit your mood and emphasizes the elegant aspect of the watch as well as its vintage, casual, and effortlessly chic touch. Briston offers more than 25 single-colour and striped NATO straps, which are interchangeable and available in two sizes: the G10 NATO for purists and an exclusive NATO designed by BRISTON with a movable loop and shorter length.
Authentic DNA with Recognition Value
Two shapes characterize the Briston collection – the Clubmaster with its curved-square design and the Streamliner in “cambered tonneau” style. The collection also includes a portable travel watch. For Briston, one of the most important distinguishing features is the cellulose acetate, familiar from eyewear; together with the domed-square shape, it gives the watches a recognizable value, an authentic DNA, and a strong identity. As the acetate production process is entirely handmade, each individual acetate watch case is unique with its own colours and subtle shades. The models are priced between €210 and €2,000.
