Bremont P51 storms presales

Watch already sold two-thirds on pre-sale before September launch.

The Bremont P51, due to launch in September, has achieved phenomenal pre-sale figures, according to a source close to the brand.

The British watch brand’s new model is not due to be released to retailers until the end of summer but Professional Jeweller has been told that two thirds of the limited run of 251 P51 watches have already been allocated on a pre-sale basis.

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The Bremont P51 was featured in the WatchPro Watches of the Year 2011 in association with Houlden Group. The watch was featured in the Covetable Collectibles category of the supplement, which was printed within Professional Jeweller magazine this month.

The P51 pays homage to American World War II fighter plane the P-51 Mustang. The chronograph chronometer has been built with metal salvaged from a famous member of the fleet built in 1944, with the metal being used in the dial and the movement.

The anticipated successful launch of the P51 will be another milestone for the brand which is currently celebrating the triumph of its EP120. This Bremont watch sold out on release with a price tag of £7,500 and is now believed to be fetching as much as £10,000 on the second-hand watch market.

Bremont is currently exhibiting at trade show JCK in Las Vegas, which is a first for the watch brand. America is a relatively new market for the brand, which started selling there through retailers two years ago, but it now has a member of staff based in Chicago to look after its US interests and has secured a deal with watch specialist retailer Torneau to sell the brand in 15 stores in the US.



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