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B.R.M, première manufacture horlogère à ouvrir son configurateur sur mesure aux assistants IA, jusqu'à la commande

News

B.R.M, the first watch manufacture to open its bespoke configurator to AI assistants, right through to the order

B.R.M is the first watch manufacture to open its bespoke configurator to AI assistants, from the composition of the watch right through to the order. Your assistant composes your B.R.M using our actual options, gives you its price for your country, shows you the watch, then prepares the order; you confirm it by email and pay for it yourself on B.R.M's secure page. The Magny-en-Vexin workshop does the rest, by hand.

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The manufacture

News from the manufacture

The latest news from the manufacture, as it appears in the journal.

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Guides and stories

The Blog

Advice, behind the scenes at the workshop and perspectives on watchmaking today.

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Ce que l'IA change pour une manufacture indépendante

The Blog

What AI changes for an independent manufacture

B.R.M has opened its configurator to every AI assistant, without favouring any one of them. What this changes for an independent French manufacture — and what, in Magny-en-Vexin, remains in the hands of the watchmakers.

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A V12 designed by talking to an AI

The Blog

A V12 designed by talking to an AI

On 10 October 2026, a B.R.M V12-44 in titanium, black PVD and checkerboard pattern, with a carbon dial and yellow hands, was composed from start to finish in a conversation with ChatGPT, then ordered on brm-chronographes.com. A full-scale trial, carried out by the B.R.M team on its own website.

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Configuring your B.R.M watch from your AI assistant

The Blog

Configuring your B.R.M watch from your AI assistant

ChatGPT, Claude, Gemini, Le Chat, Copilot, Perplexity: anyone can now compose a B.R.M watch by conversing with the assistant of their choice. Models, options, prices for your country, photographic rendering and a link to the configurator — here is how to do it, step by step.

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Your B.R.M deserves the manufacture: why to entrust its after-sales service to us

The Blog

Your B.R.M deserves the manufacture: why to entrust its after-sales service to us

Servicing, repairs, personalisation: only the watchmakers who assembled your watch are authorised to open it and replace any of its parts. More direct, faster, and with original parts.

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The Role of Design in the Appeal of Luxury Watches

The Blog

The Role of Design in the Appeal of Luxury Watches

Discover how the unique design of luxury watches, inspired by automotive mechanics, gives each model a distinctive and alluring character. Focus on the bold creations of B.R.M

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Carbon fibre, titanium and PVD: the materials shaping luxury watches

The Blog

Carbon fibre, titanium and PVD: the materials shaping luxury watches

Discover how B.R.M Chronographes uses innovative materials such as carbon fibre, titanium, PVD, Alcantara and Makrolon to create lightweight and comfortable watches...

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Universe

Partners

Drivers, teams, circuits and partner houses: the alliances of B.R.M.

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Events

Rallies, concours d'élégance, exhibitions: where the house presents itself.

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All journal articles — 134 articles