Bell & Ross has embarked on a new venture into the realm of rally racing, aligning itself with the challenging demands of the sport. The distinguished French watch manufacturer recently declared its official role as the timekeeping partner for Land Rover in the World Rally-Raid Championship, specifically for the rigorous Dakar Rally. This strategic alliance underlines the brand's dedication to precision and resilience in high-stakes environments.

The Dakar Rally, often celebrated for its sheer intensity and the spirit of exploration it embodies, resonates deeply with the foundational principles of Bell & Ross. Carlos Rosillo, co-founder and CEO of the watchmaker, emphasized that the rally symbolizes courage, discovery, and pushing the boundaries of human capability, values intrinsically woven into the brand's identity. The initial stage of this annual championship is scheduled to commence on January 3 and conclude on January 17, featuring Land Rover's Defender Dakar D7X-R, which will sport a unique sand-inspired livery, paying homage to the desert landscapes it will traverse.

As a crucial component of this collaboration, Bell & Ross will supply the Defender racing team with its advanced BR-X3 Black Titanium timepiece. Unveiled in September 2025, this particular model represents an advanced iteration of the classic aviation-inspired BR-03, incorporating an experimental edge denoted by the 'X' in its name. Its 41mm square-shaped casing, crafted from Grade 5 titanium, guarantees both exceptional strength and minimal weight. The watch's black dial, characterized by a distinctive 'circle in a square' design, features an X-shaped motif, a date display at the 3 o'clock position, and a power reserve indicator at 9 o'clock. Super-LumiNova filled numerals and markers ensure excellent readability, mirroring the instruments found in an aircraft cockpit or, in this context, the dashboard of a Defender.

Bruno Belamich, co-founder and creative director of Bell & Ross, highlighted the synergistic design philosophy shared by both brands. He noted that the functional aesthetics of their iconic square watch seamlessly complement the robust design of the Defender Dakar D7X-R. Both products, he asserted, project an assertive and uncompromising persona, marked by sharp lines and purposeful configurations. Powering the BR-X3 is the BR-Cal.323, an automatic movement developed in collaboration with Kenissi. Operating at 28,800 vibrations per hour and offering a 70-hour power reserve, this chronometer-certified movement by COSC provides the critical precision and endurance required for the grueling demands of rally racing.

Bell & Ross's engagement in motorsport is not unprecedented; the company has previously collaborated with Formula 1 teams like Renault and Alpine. This latest partnership with Land Rover further solidifies its reputation for producing high-performance tool watches designed to excel under the most extreme conditions. The BR-X3 Black Titanium, priced at $8,300, stands as a testament to this commitment.

This alliance not only reinforces Bell & Ross's standing in the competitive world of high-performance timekeeping but also extends its presence into the adrenaline-fueled domain of off-road racing. The collaboration with Land Rover for the Dakar Rally is a testament to the shared values of durability, innovation, and a relentless pursuit of excellence that characterize both brands, promising an exciting chapter in their respective histories.