Inspired by Art Deco
Like the Lexington before it, the Bremoir Eastern looks to the world of Art Deco design for inspiration—only this time it is not the lofty peaks of New York’s skyline, but the handsome Eastern Columbia Building in the Broadway Theatre District of Los Angeles.
At the time of construction, the Empire Columbia Building was restricted by a height limit of 150 feet; however, it was granted special exemption to complete the now famous clock tower. By 1930, the retail empire built by Adolph Sieroty required a flagship department store, and to this day it remains one of the city’s architectural highlights. Its clock remains visible far and wide.
Key Features of the Bremoir Eastern
The Eastern Building is an interesting choice for Bremoir. The brand could have chosen any number of Deco jewels around the country. But I suspect it was important that the influence come from Los Angeles. “Go West young man,” is a phrase that has been attributed to newspaper editor Horace Greeley just after the American Civil War. The expression has taken on a certain mythology since then—one of manifest destiny and seizing opportunity achieved through risk and courage.
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While at first blush, the Eastern shares a number of design cues with its older sibling, the Lexington—a case shape, Deco elements, and a sector-style dial—there is something a little bolder and a little less traditional about the Eastern.
While the Lexington communicates a certain sense of upper crust and old wealth, the Eastern speaks of a good life earned through daring innovation and pulling oneself up by one’s own bootstraps. Of course, there is still a hint of elegance—but it’s Hollywood elegance, rather than Upper East Side and Madison Avenue (Convertible Coupe Roadsters vs Cadillac Phaetons).
The colourway of the Bremoir Eastern is informed by the turquoise terracotta tiles of the building from which the watch takes its name. The gilt highlights in the dial look to the building’s gold vestibule and clock tower decoration. But we can even see elements of architecture in the stepped hour markers. The dial, as a whole, feels a little cleaner and a littler leaner this time around.
The same goes for the case, which while largely similar in overall shape, has a more streamlined, three-sided bezel that meets the sapphire crystal with high polish. The rest of the watch is brushed which also contributes to a more sporty and athletic vibe than we see in the Lexington.
The timepiece is 39mm in diameter and 48.5mm lug to lug. It is a relatively svelte 10.7mm in height, as well, with a 20mm lug width. In dimensions, at least, it is a mirror image of its forerunner. With its display caseback and push-pull crown, it offers 50m of water resistance. The sector dial hour markers and the handset have been treated feature white, Swiss Super-LumiNova.
The Eastern is also equipped with the Swiss Made STP 1-11 calibre. This a self-winding, no date movement that beats at 4Hz and promises a 44-hour power reserve. Through the exhibition case back we also get a clear view of the customized rotor, which is particularly well done.
The Eastern comes standard on a leather strap with stainless steel hardware, though there is a funky “flex-o-matic”-style stainless steel bracelet available separately.
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SPECS
| Case | 316L Stainless Steel 39mm Diameter 48.5mm Lug to Lug 10.7mm Thick (+2mm Dome) 20mm Lug Width Display Case Back 50m Water Resistance |
| Dial & Crystal | Flat Sapphire Crystal Printed Hour Markers & Applied Numerals Custom Dauphine Handset BGW9 Super-LumiNova |
| Movement | STP 1-11 26 Jewels 28 800bph 44-Hour Power Reserve |
| Strap | Leather Strap |
Bremoir Eastern
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Final Thoughts
With the Bremoir Eastern, we can almost predict the momentum of the brand. With the Lexington and the Eastern, the nation’s coasts (and its two largest cities) are covered. Perhaps next we will have the stolid Midwest added to the mix. I can only imagine what they might do with the Carbide and Carbon Building, for instance. But, I digress. One has to appreciate what Bremoir have done with the Eastern. With only subtle tweaks in design they have managed to capture the essence of an era and of a place. Both of their timepieces are as identifiably “Bremoir,” as they are Art Deco—and I like that. They are doing something different from other independent brands in tapping into this age of Americana, and they are doing it well.
Pricing & Availability
The Bremoir Eastern retails for $985 USD. For more information, please visit the brand website.
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About the author
Brent Robillard is a writer, educator, craftsman, and watch enthusiast. He is the author of four novels. You can follow him on Instagram.
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