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At Baselworld 2008, Bell & Ross revealed a new multifunction BR Instrument watch created especially with the French Air Force in mind. At the behest of the Chief of Staff of the French Air Force, the Swiss luxury watch brand has introduced two limited editions of its BR 03 Type Aviation model, one in stainless steel, and the other in carbon blackened steel. The edition will consist of 250 pieces for each model. Bell & Ross presented the first example of the Instrument BR 03 Type Aviation watch to the French Air Force Chief of Staff during a special ceremony. On hand for the occasion was Bell & Ross cofounder Bruno Belamich, Robert Passariello, Marketing and Communication Director for Bell & Ross, Carra Sutherland, Bell & Ross's Press Relations Director, and Arnaud Vidal, Sales Director for the brand. The Bell & Ross BR 03 Type Aviation is animated by a quartz movement, and offers among other functions a digital chronograph, timezones in analog and digital formats, and an alarm function. The black dial is decorated with an insignia of the French Air Force. As of right now, Bell & Ross has started to sell its replica watch collection online in the U.S.The new venture is a partnership between Bell & Ross and its U.S. retail network and follows closely behind the December 2009 opening of Bell & Ross' successful eBoutique in Europe.CEO Carlos A. Rosillo described the opening as an “important strategic step that enables the brand to provide the same excellent service to our American customers that our European clients enjoy."Bell & Ross' motivation in taking this important step Give customers the ability to purchase Bell & Ross replica watches and accessories 24 hours a day. Give Bell & Ross a presence in geographical areas not covered by the retail network. Respond to internet users' suggestions requesting an eBoutique. Increase the visibility of the collection and its novelties. Fill the gap caused by the absence of an official online presence that leaves the brand vulnerable to unofficial and unauthorized points of sale. According to Stacie Orloff, President of Bell & Ross The Americas, this next step in the development of Bell & Ross' worldwide eBoutiques will be mutually beneficial to both U.S. retailers and the brand. Ms. Orloff stated, “Our U.S. team has seen the success of the European eBoutique model, and we are excited by the prospect of an online store that will strengthen our brand profile and increase Bell & Ross' presence in the U.S. market.”