Simple and elegant. How could a newly coined name simultaneously live up to the definition of these two seemingly opposite words? In the case of Bravur, quite well, actually. The name created by Neumeister combines the bravado that was necessary to even think about competing against well-known luxury timepieces, with “ur”, the Swedish word for watch.  Thus, Bravur. And to emphasize its role as up-and-coming challenger, the tagline “Since Now” was