The Glamour of Art Deco- BREMOIR South Beach Surf Club

Few design eras in human history possess the enduring glamour, optimism, and structural audacity of the Art Deco movement. Emerging in the 1920s and reaching its zenith throughout the 1930s, Art Deco was an age defined by bold geometric shapes, clean vertical lines, and a relentless pursuit of elegance. Architects, engineers, and craftsmen competed fiercely to transform ordinary objects into everlasting works of art. From soaring skyscrapers with polished steel spires to sun-drenched coastal hotels featuring turquoise terracotta facades, the buildings raised during this period were not mere functional shelters; they were unapologetic statements of style.

BREMOIR was founded out of a deep, passionate

obsession with this golden age of design. The brand set out with a clear, uncompromising mission: to capture the spirit of landmark architectural icons and translate their geometric beauty into fine, wrist-worn horology. Rather than relying on generic modern styling, every single collection from BREMOIR pays homage to a legendary location or structure from the Art Deco canon. The watches are designed with meticulous attention to detail, boasting hand assembly and rigorous quality control in the United States.

For the South Beach collection, BREMOIR turned its artistic gaze toward one of the most vibrant architectural districts in the world: South Beach, Miami. Specifically, the Surf Club model draws direct inspiration from the legendary original Surf Club established in 1930 by tire tycoon Harvey Firestone at 9011 Collins Avenue. During the height of Prohibition, this coastal sanctuary quickly became the ultimate playground for Hollywood royalty, tycoons, and world leaders. Renowned for its wild beachfront galas featuring ice-sculpted tables, live elephants, and poolside cabanas, the Surf Club defined the over-the-top tropical extravagance that put Miami Beach on the global map. The BREMOIR South Beach Surf Club distils that sun-soaked 1930s luxury into a breathtaking, geometric rectangular timepiece.

The Specifications

The case of the BREMOIR South Beach Surf Club is a triumph of rectangular watchmaking. Known affectionately in horological circles as a Tank case, this classic silhouette gained prominence during the Art Deco movement and remains a symbol of refined taste. Crafted from high grade 316L stainless steel, the case measures 29.5mm in width (excluding the crown), 41.5mm from lug to lug end-to-end, and a wonderfully slender 8.4mm in height.

What truly elevates this case above standard rectangular watches is its complex mix of finishing. The outer flanks of the case feature deep vertical troughs with alternating concave, convex, and angular polished stepped details. These fluted geometric channels directly mirror the striking facades and decorative pillars found along Ocean Drive and Collins Avenue. On the right side, a beautifully knurled winding crown sits perfectly flush against the case wall, topped with a polished geometric detail. The entire structure is capped by a scratch-resistant, anti-reflective sapphire crystal that ensures pristine visibility under direct sunlight.

The dial layout is a vibrant, multi-layered homage to classic tropical Art Deco colour palettes. The base layer features a clean, silvery-white textured finish that serves as a neutral canvas for the cheerful pops of colour. Running around the central time display is a delicate minty teal sector ring marked with fine black minute hash marks.

The hours are designated by a clever combination of black geometric hour batons and printed numerals. At the twelve o'clock position, a bold black numeral twelve anchors the top, flanked by numerals at ten, two, eight, and four. At the six o'clock position sits a charming running small seconds subdial finished in a warm, sunny yellow tone. The subdial is framed by a delicate pink outer track with fine sector markings, seamlessly blending the quintessential colours of South Beach pastel architecture. The central hour and minute hands are finished in a deep, heat-blued steel that catches the light with magnificent sapphire reflections.

Visible through the back central sapphire window is the premium Swiss Made La Joux-Perret D100 manual-winding movement. Operating at a steady frequency of 21,600 beats per hour (3Hz), this mechanical movement offers a generous 50-hour power reserve. The execution of the movement finishing is superb, featuring radiant Geneva stripes across the main bridges, blued steel screws, polished bevels, and golden gear train wheels. Because there is no automatic winding rotor obscuring the view, turning the crown to wind the watch manually provides a deeply tactile connection to mechanical timekeeping while allowing you to admire the uninterrupted view of the balance wheel and gear train at work. The case structure ensures a practical water resistance rating of 50 metres (165 feet).

On the wrist

On a 6.25-inch wrist, the proportions of the BREMOIR South Beach Surf Club are absolutely exquisite. Rectangular watches can sometimes wear larger than their dimensions suggest, but the 41.5mm lug-to-lug length hugs the curve of the wrist perfectly. The short, integrated lug structures ensure that the watch lays completely flat without any awkward gaps.

At a remarkably slim 8.4mm height, it slides under shirt cuffs or tailored suit jackets with effortless grace. The light weight of the 316L steel case paired with its ergonomic rectangular footprint makes it exceptionally comfortable for all-day wear, giving you the sensation of wearing a piece of fine vintage jewellery rather than a heavy piece of modern hardware.

Legibility on the Surf Club dial is surprisingly sharp for such an artistic layout. The heat-blued hands offer stark contrast against the silvery-white central dial, making reading the time effortless at a single glance. The running small seconds hand on the yellow subdial adds a gentle, rhythmic movement that brings the face to life.

The daily experience of manually winding the La Joux-Perret D100 movement every morning adds a wonderful sense of ritual to your routine. The crown turns with a crisp, satisfying mechanical resistance that reassures you of the quality Swiss engineering inside.

The ambiance of this watch is pure sun-drenched luxury and relaxed poolside sophistication. It arrives fitted on a textured white rubber strap with a 20mm lug width. The white rubber is remarkably soft, completely waterproof, and features a fine woven texture on the top surface that adds tactile depth. It gives the watch an instant resort-ready pool party vibe.

For additional versatility, BREMOIR also includes a high quality stainless steel Milanese mesh bracelet in the package. Mounting the watch on the mesh bracelet elevates its formal presence, transforming it into a sharp 1930s black-tie dress watch. Furthermore, thanks to the standard 20mm lug spacing, swapping to a tan calfskin leather strap or a pastel teal leather strap unlocks endless possibilities for tailored spring and summer styling.

Concluding Thoughts

When searching for alternatives to the BREMOIR South Beach Surf Club, watch enthusiasts inevitably look toward legendary rectangular classics such as the Jaeger-LeCoultre Reverso or the Cartier Tank. While those iconic models are undeniably magnificent, they often cost anywhere from 6 000 GBP up to 15 000 GBP and rarely offer the colourful, cheerful architectural storytelling found here.

The BREMOIR South Beach Surf Club is crafted for the discerning gentleman or woman who loves vintage architecture, bold classic style, and artistic flair. It is ideal for collectors who adore traditional rectangular dress watches but want something far more vibrant and characterful than a plain white dial. If you appreciate fine Swiss hand-wound mechanics, rich architectural history, and effortless resort elegance, this watch is made for you.

At a price point of £1,332.00, the BREMOIR South Beach Surf Club represents an exceptional value proposition. You are getting a original American-designed piece inspired by historic Art Deco architecture, hand-assembled and quality checked in the USA, powered by a high grade manual-wind Swiss La Joux-Perret caliber, and packaged with both a custom textured rubber strap and a Milanese mesh bracelet. BREMOIR has accomplished something truly remarkable: creating an artistic, high-end rectangular timepiece that stands boldly apart from the crowd while honoring the timeless glamour of a bygone era.

For more information visit:https://www.bremoir.com/

Technical Specifications

• Model Name: The South Beach - Surf Club

• Case Material: 316L stainless steel with vertical fluted Art Deco details

• Case Dimensions: 29.5mm width (excluding crown) × 41.5mm lug to lug

• Case Height: Ultra-slim 8.4mm height

• Lug Width: 20mm

• Crystal: Scratch-resistant sapphire crystal with anti-reflective coating

• Dial: Silvery-white dial with mint teal sector ring, yellow small seconds subdial, and pink outer accents

• Hands: Flame-blued steel hour, minute, and subdial hands

• Case Back: Exhibition sapphire crystal display back with engraved Art Deco corner motifs

• Movement: Swiss Made La Joux-Perret D100 manual-winding caliber

• Frequency: 21,600 beats per hour (3Hz)

• Power Reserve: 50 hours

• Water Resistance: 50 metres / 165 feet (5 ATM)

• Straps Included: Textured white waterproof rubber strap and stainless steel Milanese mesh bracelet

• Assembly & Quality Control: Hand built and inspected in the United States

• Price: £1,332.00