Interview with Brice Jaunet: How Brice Jaunet Built Briston Watches Into A Global Name

In an industry often bound by tradition and cautious evolution, Brice Jaunet has taken a rather different route with Briston, building a name that feels as much about attitude as it does about timekeeping. What began as an idea shaped by a preppy Oxford sensibility has grown into a globally recognised expression of what he calls premium sport chic, where classical watchmaking meets a relaxed, distinctly French sense of elegance. From the early Clubmaster to the more assertive Streamliner Kennedy, the brand has consistently played with contrasts, blending Art Deco inspiration with contemporary form, mixing Roman numerals with Arabic indexes, and introducing materials like cellulose acetate into a space that rarely welcomes experimentation. That willingness to take risks, Jaunet admits, was never part of a grand strategy but rather a natural instinct, a desire to create something tactile, distinctive and quietly disruptive. It extends beyond aesthetics into philosophy, where each watch is conceived like a recipe, balancing movement, design and audience into a cohesive whole. Even details such as the unconventional crown placement at twelve o clock or the layered dials with sunray and guilloche finishes speak to a mindset that values individuality over convention. As Briston expands into markets like India, where a younger audience is increasingly drawn to expressive and lifestyle driven brands, the vision becomes even clearer. This is not merely about watches but about building a universe, one that could eventually extend into eyewear, leather goods and beyond. Outlook Luxe had a candid discussion with Brice Jaunet, Founder and CEO, Briston Watches on design, disruption and the future of Briston in a rapidly evolving global market.

You founded Briston with a strong sport chic identity. How has that philosophy evolved leading up to the Streamliner Kennedy collection?

Brice Jaunet: Briston is borne with a certain idea of a casual but smart essence. The Preppy style certainly felt during my studies in Oxford naturally came. We can find out this idea in both collection: Clubmaster & the Streamliner Kennedy.

The Streamliner Kennedy feels like a bold design shift. What was the original inspiration behind its square, Art Deco influenced case?

BJ: Absolutely. Art Deco and the roaring 20’s are completely behind both Collections.

Briston has built a reputation on material innovation, especially with cellulose acetate. What draws you to unconventional materials?

BJ: At Briston, our design philosophy blends classical watchmaking with a smart, casual spirit – something that feels distinctly French: elegant, effortless, and slightly unconventional. This naturally led us to explore materials beyond the traditional. Cellulose acetate, for instance, was a risk – I wasn’t certain it would work in watchmaking – but that challenge is exactly what drew me to it. Introducing unexpected materials into a heritage-driven industry is part of our identity. It allows us to create watches that are distinctive, tactile, and strike a balance between a luxury timepiece and a chic, unconventional accessory – what we call “Premium Sport Chic.”

The double layered dials with sunray and guilloche finishes add remarkable depth. How do you approach dial design at this level?

BJ: Using the double layered dial, I would like to give depth on the figures & we then played with sunray dials for the Clubmaster in general & on centered-guilloché for the Kennedy to give a more “traditional” approach of the dial.

The mix of Roman numerals and Arabic indexes is visually distinctive. What story were you aiming to tell through this design language?

BJ: In Clubmaster, we had no roman numeral & i would like to approach dials with a different language but not too “classical”. It is why we have decided to mix both numerals.

The collection spans quartz chronographs and automatic movements. How do you decide which movement suits which narrative?

BJ: When we create, we think about a clientele, a positioning, a spirit & then we look after movements. Creating is like a recipe with different ingredients that we all blend.

The placement of the crown at 12 o’clock on certain models is unusual. What drove that design decision?

BJ: I decide to do this to be more distinctive & leave the acetate fully play on the side. Except on the chronograph as it would have given a too “fat” watch without elegance.

Also Read: Uni vs Bi-Directional Bezel: Which Watch Bezel Type Is Better?

With themes like Safari, Alpine Hunter, and Jungle, the collection leans into adventure. Who is the modern Briston wearer?

BJ: This collection exist on both collection: Clubmaster & Streamliner Kennedy. We use to play with specific acetate (grey, strong tortoise & green savage) are all with a mate finish & with black or gun pvd finishes. In our imaginary, the Briston customer is not always Preppy, smart, chic. He is also bold, adventurer, strong.

Your watches balance vintage inspiration with contemporary styling. How do you avoid leaning too far into nostalgia?

BJ: I don’t know – it is natural & a question of blend which definitively give this neo-vintage style.

This is an exciting time for the Indian watch market. What opportunities do you see here for Briston?

BJ: India is a high-potential, fast-growing market with strong ambition, and we see it as a key pillar in Briston’s global expansion. What is particularly exciting is the clear premiumisation trend—consumers are moving from simply owning products to curating experiences and expressing individuality. There is a young, dynamic demographic that is increasingly drawn to new, lifestyle-driven premium brands rather than only traditional watchmakers.

This shift aligns perfectly with Briston’s positioning—we bring design, uniqueness, and a distinctive French “art de vivre” that resonates with this evolving mindset. For us, India is not just an opportunity, it is a strategic market where we see long-term growth.

What has stood out to you about Indian consumers and collectors during your visit?

BJ: All brands are here. Briston looks very disruptive in this market with its spirts of shape (Cushion or Square) with its material mixing stainless steel & acetate of cellulose & even with its approach of the straps. It is part of our character, of our DNA & creation. Briston is attracting some Indian people who want to be more trendy, different and assumed. Our watches will definitively attract all a young generation from 20 to 40 years.

Your partnership with Just In Time is a key step. What made them the right retail partner for India?

BJ: A family business working with heart & passion, sharing the same values of integrity, work, long-term vision & solidity

How important is physical retail in shaping the Briston experience, especially in a market like India?

BJ: Retail is key. Try a watch, receive advice, explanation, discover the story, feel it etc… is all about a certain ceremonial. It is a certain demarche which procures emotion, satisfaction. You will go out happy, proud of your purchase, of your choice. Online is not really providing this emotion. On & Offline must complete each other & they are not in competition. Additionally, for a new brand such as ours, it would be a none sense to be only present on the platform. It is all about a question of balance.

Also Read: From Roman Numerals To Indices: Types Of Hour Markers Explained

The introduction of new steel bracelets and interchangeable strap systems enhances versatility. How central is adaptability to your design philosophy?

BJ: From the very beginning, the Nato strap came into our DNA for its interchangeability. But step by step, during years, we introduce leather straps, rubber & we design our steel bracelet. During this journey in India, I have also realized that the introduction of this new steel bracelet is an asset in India & we will strengthen this approach in the near future proposing more alternative for the indian customers such as the steel bracelet but also more leather or rubber straps.

Looking ahead, what does the next chapter of Briston look like in terms of design, innovation, and global expansion?

BJ: Similar to how we started in France, we would think about having a few Briston boutiques with not only watches, but also eyewear, leather goods, even perfume, for instance. Because Briston is not only a watch brand, but a universe. It is a lifestyle brand in which some diversification could be also possible as a long-term vision.