The Bremoir South Beach Evokes Glitz and Glamor

White sandy shoreline, legendary nightlife and entertainment, and…Art Deco? You guessed it: South Beach. It’s the land of Latin American and Caribbean culture, pop culture, and the inspiration behind Bremoir’s newest release, the South Beach. Bremoir’s tank-shaped watch is its third release, and it reached its Kickstarter fundraising goal in a whopping six minutes. The appeal of the South Beach is thanks to its attention to detail both inside and out, and it’s a watch that can be enjoyed all year round.

Bremoir’s decision to name its latest watch after the Art Deco capital of America should come as no surprise to watch enthusiasts who have been following the brand. Bremoir has a track record of appreciating American Art Deco icons – its first model was inspired by none other than the Chrysler Building and its second by the Eastern Columbia Building in LA with its iconic turquoise terra cotta façade. The South Beach echoes these Art Deco themes with a rectangular case highlighted by vertical troughs that mimic building exteriors of the age. Not only does it successfully pay homage to the architectural designs of the 20s and 30s; it’s also a watch that resembles one that would have been worn and enjoyed at the time.

The two dial variants offer two distinct takes on the South Beach: while Surf Club is a vibrant, expressive take on the model, Riptide assumes a more restrained and dignified look. With details like thermally blued steel hands, anti-reflective crystals, and stainless steel hour rings (a Bremoir design staple), these watches are built with the enthusiast in mind. Inside is an excellent La Joux Perret manual-wind movement with soigne finishing, all viewable via an exhibition caseback. Regarding its 50-hour power reserve, we would say that will last you through a weekend…but this is a watch you’d wear on Saturdays and Sundays anyway. The South Beach is water resistant to 50 meters and is fully assembled and checked for quality in the USA.