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

B.R.M is an independent French watch manufacture: the workshop was founded in 1986 in Magny-en-Vexin, the B.R.M Chronographes brand in 2003, and the house holds the Entreprise du Patrimoine Vivant label. Every B.R.M watch is made to order. Since this autumn, the AI assistant of your choice no longer simply tells you about our watches: it can compose yours with the actual components of our configurator and prepare the order, which you then confirm and pay for yourself.

What is new

Catalogue watches can already be bought from certain assistants, through the major e-commerce platforms. A bespoke watch is another matter: hundreds of combinations, options that require others, a price that depends on each choice and on the delivery country. We have therefore opened our configurator itself to AI assistants, with its rules, its prices and its renderings — all the way to the order.

B.R.M is thus the first watch manufacture to open its bespoke configurator to AI assistants, from the composition of the watch right through to the order.

Why it is useful to you

Exact answers: the assistant guesses neither an option nor a price; it asks the manufacture for them, at the moment you ask your question.

A watch that can exist: if one option requires another, the configurator flags it and the assistant suggests a correction, rather than letting you dream of a watch that cannot exist.

The real price, where you live: in the currency of the delivery country, with French VAT within the European Union or 0% VAT outside the European Union, customs duties payable by the buyer; delivery is included.

The watch before your eyes: a photographic rendering of your exact configuration.

At your own pace: at any hour, in your language, with the assistant you already use.

How it works, in five steps

1. Compose. You describe the watch you wish to wear. The assistant explores our configurable models and their options — case, dial, hands, strap, buckle — and composes your B.R.M; the configurator checks every combination.

2. Price and view. The assistant obtains the price for your delivery country and a photographic rendering of the exact watch you have composed.

3. Prepare the order. At your request and with your consent, the assistant sends B.R.M the configuration, your name, your email address and your delivery address. At this stage, nothing has been ordered.

4. Confirm. B.R.M sends you a summary email: image, composition, price, address. You confirm the order via the link it contains — or report that the request did not come from you. Without confirmation within 72 hours, the request expires automatically.

5. Pay. You choose your payment method on B.R.M's secure payment page: bank card, payment in instalments with Alma or Pledg, a 30% deposit or bank transfer, depending on the amount and the delivery country. The order then goes to the workshop.

Your consent at every step

The assistant never pays. It receives no card number or bank details, and cannot initiate any payment.

Nothing is ordered without you. Only the link in the email B.R.M sends you confirms an order; the assistant has no access to it.

You pay with us. Payment is made on B.R.M's secure page, exactly as for an order placed on our website.

Your data is kept to a minimum. The connector does not read your conversation: it receives only what the assistant passes to its tools. It sets no cookies and requires no account.

What remains human

Artificial intelligence helps you choose; it makes nothing. A B.R.M ordered from an assistant reaches the workbench exactly like an order from the website: components machined in Magny-en-Vexin, the watch assembled piece by piece by hand, inspected, then numbered. An adviser at the manufacture is notified of every order and remains available for any question. And servicing and repairs are carried out at the manufacture, where the watch was assembled.

An open standard, for every assistant

We have signed no exclusivity agreement with any provider. The connector follows the Model Context Protocol (MCP), an open standard, at https://api.brm-chronographes.com/mcp, complemented by a REST API. It is public and free, with no account or key required: ChatGPT, Claude, Gemini, Le Chat, Copilot, Perplexity or any other MCP client receive the same tools, the same rules and the same prices. Instructions for each assistant are on our dedicated AI assistants page. To find out more: configuring your B.R.M watch from your AI assistant, a V12 designed by talking to an AI and what AI changes for an independent manufacture. Prefer to compose it yourself? The configurator awaits you on our website.

Frequently asked questions

Can I order a bespoke B.R.M watch from an AI assistant?

Yes. The assistant composes the watch with the actual options of the B.R.M configurator and prepares the order with your consent; you confirm it via B.R.M's summary email, then pay for it on the manufacture's secure payment page.

Does the AI assistant pay on my behalf?

No. The assistant receives no payment data and cannot initiate any payment. You are the one who pays, on B.R.M's secure page.

Which payment methods are offered?

Bank card, payment in instalments with Alma or Pledg, a 30% deposit or bank transfer, depending on the order amount and the delivery country.

What happens if I do not confirm the order?

Nothing is ordered. Without confirmation via B.R.M's email within 72 hours, the request expires automatically.

Which AI assistants can order a B.R.M?

Any assistant compatible with the open MCP standard: ChatGPT, Claude, Gemini, Le Chat, Copilot, Perplexity or any other MCP client, at https://api.brm-chronographes.com/mcp, with no account or key required.

Is a watch ordered through an assistant made differently?

No. It is machined, assembled by hand, inspected and numbered in Magny-en-Vexin, like every B.R.M, and serviced at the manufacture.