A V12 designed by talking to an AI

This was not a customer's order. It was a trial: François H., B.R.M's director of sales and development, wanted to confirm that it is now possible to go from the idea of a watch to an ordered watch simply by talking to an AI assistant. He opened ChatGPT, enabled the B.R.M connector, and described the watch he wanted to wear.

The watch

Model: B.R.M V12-44, 44 mm case.

Case: titanium, black PVD and checkerboard pattern; lugs in steel and black PVD.

Dial: carbon, printed numerals.

Hands: hours, minutes, chronograph and sub-dials in yellow.

Crown: perforated black PVD steel, polished steel crown guard.

Strap: perforated yellow Alcantara, black PVD steel buckle.

Price: €9,510 including VAT, delivery within France included.

What the AI did

The assistant invented nothing. It queried B.R.M's tools: the list of configurable models, then the components of the V12-44 and their options, then the validation of the configuration — certain options exist only in combination with others, and it is the connector that says so, not the assistant. The price was calculated according to B.R.M's rules for delivery within France.

Nor is the image a generated one: the rendering is composed by B.R.M from the photographic layers of its configurator. It shows the components exactly as they are offered, and the watch can be viewed from 30 angles.

From conversation to order

Once the watch was finalised, the configuration was transferred from the conversation to the brm-chronographes.com configurator. The order then followed the same path as any order placed on the website: summary, contact details, payment — in this case by bank transfer. For the workshop, nothing sets it apart from a watch composed directly on the website.

This is the principle we wanted to put to the test: a single configurator, whether one enters it through the website or through a conversation, with the same options, the same rules and the same prices. Since this trial, the assistant can also prepare the order itself: B.R.M sends a summary email, which one confirms before paying on its secure payment page.

Then, the work of the hands

A B.R.M ordered in this way is made like every other: components machined from the solid in Magny-en-Vexin, the watch assembled piece by piece at the workbench, inspected, then numbered, within 6 to 8 weeks. Artificial intelligence helps with the choosing; the manufacture does the making.

Frequently asked questions

Can you really order a B.R.M watch designed with ChatGPT?

Yes. The assistant composes the watch using the actual options of the B.R.M configurator, then the configuration reopens on brm-chronographes.com, where the order is completed like any other order on the website.

Is the image of the watch generated by artificial intelligence?

No. The rendering is composed by B.R.M from the photographic layers of its configurator: it shows the components actually offered, from 30 angles.

How much does a configured B.R.M V12-44 cost?

On 10 October 2026, the V12-44 started at €6,020 including VAT in France; the configuration from this trial, titanium with black PVD and checkerboard pattern and a carbon dial, came to €9,510, delivery included.

Do you need to use ChatGPT to configure a B.R.M with an AI?

No. The same connector works with Claude, Gemini, Le Chat by Mistral, Microsoft Copilot, Perplexity and any MCP-compatible client.

Is a watch configured by AI made any differently?

No. It is made to order in Magny-en-Vexin, assembled by hand at the workbench, inspected and numbered, like every B.R.M.