The Transfer Window Opens...

At Bremont -

Courtesy of Bremont

News reached the North Shore offices of Henki Time today (albeit via nontraditional channels) that Bremont, the brand that takes as much pains to establish their English bona-fides as Madonna pre Guy Ritchie split (I believe a commemorative coin of the Royal Coronation is included with the purchase of any new Bremont, but don't quote me on that) have announced their new CEO, semi-fresh off of a brief stint at the rehydrated HYT - Davide Cerrato.

And gentle readers, I feel it safe to say that this one was a wee bit of a head-scratcher. Here is what Bremont put out on its Facebook account:

We are delighted to announce that today, Bremont has appointed industry veteran Davide Cerrato as CEO and a member of the Board.
Bolstering Bremont’s in-house capabilities, Cerrato brings with him extensive experience in branding, product design and development, supply-chain management, and production. Cerrato has a proven track record, having worked with some of the most notable brands in the watch industry including Tudor, Montblanc and Panerai.

“I am incredibly excited to be joining Bremont. I have long admired what Nick and Giles have managed to achieve in a relatively short space of time. The brand has been on an amazing journey and I’m looking forward to working with the entire team to take it to the next level.” - Davide Cerrato.

And this all sounds quite lovely! But in fairness, there is more than a bit to unpack from this Gladstone bag. For most of us who write about this stuff, we did not come across Mr. Cerrato until the launch of the Tudor Black Bay about 10 years ago. And while the Black Bay was a big hit, it also has served to underscore the importance of thinking beyond the next year. I personally own a Black Bay x Rowing Blazers, but I also know from the number of Black Bay watches rolling in and out of pre-owned shops that this was a bit of a one-trick pony that while not having jumped the shark, has probably overplayed its hand. 

A move to Montblanc. And then rebirth at HYT of all places where, if we are being honest, was likely not an entirely satisfactory engagement for all involved.

With what London School of Economics trained economists would refer to as a "shit-ton" of cash, Bremont is set to do some big things. So we wish Mr. Cerrato God's Speed. 

Let It Flow

News dripped into the North Shore HQ of Tempus Fugit that Watch Town had another Festivus Miracle in store for us:

HYT has turned on the taps, and the magic is flowing once again ; )

Courtesy of HYT

Davide Cerrato has been tapped to prime the pumps and flush the tubes of the formerly dormant HYT, with an anticipated relaunch in January. I cannot claim to know Mr. Cerrato personally, but can say that I enjoyed the one or two presentations he gave at BaselWorld when he was with Tudor. I wish him the best of success in getting HYT flowing in the right direction.

With that said, I have to admit that regarding HYT, I am somewhat ambivalent. It is an interesting concept, it definitely had as many fans as detractors, and maybe it is ready to take off. It has just never really been a concept that I got too excited about one way or another. But it's a new day, and let's see what January brings. 

So here is the release, straight from the source -

KTS (Kairos Technology Switzerland SA) takes over the reins of HYT, acquires all of its assets and appoints David Cerrato CEO. A revival and long- term development of the brand are thus assured by a Swiss company.

In 2012, the HYT watch brand created a buzz within the watchmaking community with its hybrid mechanical-fluidic technology allowing the time to be displayed using fluids. This unique module is driven by a manufactured mechanical movement. HYT thus combines mechanical virtuosity and avant-garde technology.

In 2021, Kairos Technology Switzerland SA took over all the assets of HYT and appointed Davide Cerrato as CEO. This veteran of the watchmaking industry, with a track record of success with brands such as Panerai, Tudor and Montblanc/Minerva, has accepted this new challenge.

"I am delighted to take over the general management of this magnificent brand. HYT has succeeded in bringing a new dimension to the watch industry thanks to its innovative and groundbreaking content. The brand is thus clearly positioned as a "trailblazer" for fine watchmaking in the new millennium. We have already set to work to perpetuate this promise of innovation, to re-enchant watch enthusiasts and collectors, but also to push back the existing technical limits, by materialising a new pleasure of wearing a luxury watch. A pleasure that mixes 'maestria' with mechanical virtuosity, fluid displays and avant-garde designs." says Davide Cerrato, HYT's new CEO.

HYT's activities resumed in September to present the brand's new identity and a new watch expression, scheduled for launch in January 2022.