The brand was launched in 1992. The first watches were designed by Belamich and Rosillo and made by a German watchmaker Sinn.

Watches such as the BR Instrument have been designed to replicate the shape of a cockpit instrument taken from an aircraft. The BR02 range caters for diving professionals through the use of highly legible dials and cases water resistant to withstand 1000 metres of pressure. Another offering is the Hydromax; which contains hydraulic fluid within the case to counteract the effects of external pressures.

Bell & Ross's first watches were virtual re-issues of Sinn models and carried the Bell & Ross logo as well as Sinn's. The partnership ended in 2002, when Bell & Ross began its own independent production in its facilities La Chaux-de-Fonds, Switzerland.