James Henderson – What was your first watch, was it a gift? Is there a story behind it?
Giles English – The first mechanical watch I had was an original Omega Seamaster which was my grandfathers, but when I was 18 I was given my fathers 60’s Breitling Navitimer. This was a watch he had won in a flying competition. Naturally having a father who was into his watches, we were lucky in our choice and we always had a good pick of pilot watches. I always loved the classic 40’s Smiths that he never seemed to mind me wearing.
JH – When you were a boy, what did you want to be “when you grew up”?
GE – I grew up wanting to be an engineer and I wanted to build things. I studied Engineering, but whether it was planes, boats, bikes or watches I was fascinated by them all.
JH – Where did you go to school, what did you study?
GE – I grew up in Cambridge and Norfolk and went to a Cathedral School before I studied Engineering at Southampton University
JH – Neither you or your brother were previously in the watch industry, is that correct? What was the spark that motivated you to launch your own watch company?
GE – We grew up with watches and clocks being around with a father who loved them. As a Cambridge PHD Aeronautical Engineer, his view on life was that a good engineer can build anything and he did just that. I still fly a plane that he built and have sailed around the world in boat that he built. After his death in a plane crash with Nick, our lives changed and whilst we were running a business restoring old aircraft we decided to start Bremont. We felt that if we gave it enough time and put the right team together we could build a watch as good as anyone else in our price point.
JH – Did you ever consider doing something else for a living?
GE – I tried a year in the City before I realised I was never going to be any good at that, but without watches we would be back building aircraft
JH – So now a few years on, how is the Bremont brand shaping up?
GE – Nothing happens quickly in the watch business and although it does not seem like we have been doing it for long it has almost been 10 years from when we first started. The exciting thing is that people are realising the detailed engineering quality that we are building into our watches and that seems to be resonating with them. There is no doubt that for the quality and specification that our watches offer, we are delivering a very good value product. That is why we have seen the considerable growth over the last few years.
JH – Thinking back to the start, were there ever nights where you woke up in a cold sweat, wondering if things would work out?
GE – There are still many nights that I wake up in a sweat. Building something so complicated and trying to deliver it on time is not an easy thing to be able to do, and I am sure there are easier ways to make money. Normally the stress comes when Nick has screwed up again (smiling).
JH – What are some of the biggest challenges you have faced?
GE – Development costs are very high and it leaves very little amount of money for marketing. We are competing against large companies with huge marketing clout and that is our challenge. Notwithstanding this, I think customers are bright and see through the marketing noise.
JH – I know that it might be hard to choose, but is there a favorite Bremont model for you?
GE – The ALT1P for me sums up a perfect aviation watch, but I think the ALT1-C cream is still a great signature piece for us. If I was going for a non chronograph then the U2 or MB, I am wearing the U2 Stainless Steel at the moment which I really love… there are too many watches to choose from, and I am lucky I have a selection!
JH – Who else out there is making watches that interest you?
GE – Naturally it depends on style but I love what someone like Roger Smith is doing, as it sums up high-end hand made watch making built in a British way.
JH – If you weren’t doing this, what do you think you might be doing?
GE – Flying a old aeroplane somewhere.
JH – What is a typical “day in the life” of Giles English?
GE – The aim is to get into the office in the UK or Switzerland and spend as much time as possible discussing manufacturing and new products with Peter Roberts (Technical Director) and Nick. We like to be very hands-on, but there is often too much flying around the world seeing retailers and meeting with the press. We are lucky to work with many great Flying Squadron and ambassadors so seeing them is always a pleasure. My wife hates the fact that no two days are ever the same for me.
JH – Apart from flying, what do you like to do in your down time?
GE – I like my old cars, being in the workshop, playing sport but also both Nick and I are music lovers and guitar collectors. Our band is pretty poor but great fun!
JH – So what’s it really like working with your brother? Are you two generally on the same page?
GE – The great thing about working together is that we are definitely on the same page. I know what he is going to like and vice-versa which makes designing so much easier. I don’t know how big companies design by committee and ever get to produce something. We have always found that you have to design something we like and hope other people also like it as well, we would be rubbish at designing fashion watches!
JH – What advice do you have for anyone thinking of following your lead?
GE – You must make sure that you live life to the full. Running your own business is very, very hard work and each day has its highs and lows. It is a marathon not a sprint but anything is possible so go and do it!
Photos courtesy of Bremont