BREMOIR watches are informed by iconic Art Deco architecture. This aesthetic resonates 100 years later because it shares our appreciation of geometric shapes, extravagant colors and simple, yet sophisticated design. BREMOIR’s debut model – the Lexington, interpreted the detailing of the Chrysler Building into an elegant and distinctive wristwatch that was launched to overwhelmingly positive critical acclaim. The second model draws its inspiration from the Eastern Columbia building, in downtown L.A.; a less famous but no less beautiful architectural marvel.
The applied hour markers feature a circular, stepped design reflecting a simplified interpretation of the swirling decorative motifs at the top of the Eastern-Colombia’s clock tower.
The Eastern’s smooth, 3-sided bezel gives the watch a more traditional look and feel, while still retaining an angular design that is so characteristically Art Deco.
For a touch of sportiness, twelve baton hour markers have been applied in a sector-style layout, using BGW9 Grade A, Swiss Super - Luminova®️.
The Eastern is powered by the automatic, Swiss Made STP 1-11 caliber (no date) movement, which winds itself automatically and is visible through an exhibition caseback. It features a 44-hour power reserve and operates at a frequency of 28,000 BPH (Beats Per Hour).
The origins of the Eastern Columbia Company began with a clock shop, founded by a young immigrant named Adolph Sieroty, in 1889.
By the 1930’s, he had a retail empire and was able to build and open this flagship department store. As Los Angeles grew in fame and prosperity, the Eastern Colombia building (department store) remained one of the architectural jewels of the city and is today widely recognized as one of the most important buildings of its era in the world. For years it was one of the tallest buildings in downtown L.A. and as such, its enormous, illuminated clock was what regularly kept the city’s people on time.
Decision making over the watch’s design was also driven by a desire to capture the glamour and showmanship of Los Angeles.
Dressy, sporty, bold – this watch does it all.