News A Deep Dive into Brough Superior: French Excellence.

With its noble English name—which rolls off the tongue like an old car brand— Brough Superior has always been synonymous with luxury motorcycles. Visiting the company to discover its bikes is almost like a pilgrimage, conducted with the understated discretion typical of a small manufacturer. But although the brand name sounds like it belongs to a lord, it’s not in the suburbs of Coventry, London, or Nottingham that we’re headed to pay our respects. We’re heading north of Toulouse, to the small town of Saint-Jean, where the small factory opens its doors to yours truly.

The modern-day Brough Superior is an elegant, streamlined, almost futuristic building—like an ocean liner without a bow or stern but with an ethereal wake. The first part of this visit involves getting lost right off the bat (Dr. Lagaff, that’s me), then being quickly guided to the right spot by a man making his way through the workshop.

Sneakers, jeans, a classic polo shirt… His outfit is versatile, his gaze sharp, his face striking… Could it be??? The introductions dispel my doubts and leave me dazzled: Thierry Henriette, the owner and designer, is standing right in front of me. He’ll be my guide this morning, showing me around his company, updating me on the latest news, and introducing me to some of the most prestigious motorcycles on the market. It’s like Bill Gates giving me a tour of the hallways and behind-the-scenes areas of Microsoft.

When the Light Blinds You

Let’s start with a coffee upstairs, where a large portion of the space is dedicated to the engineering department, design, and administration. And there, it’s a revelation, a delight, a dream come true in this open-plan office. The offices are arranged around a showroom that houses virtually the entire Brough (pronounced “brahwf”) Superior lineup. From the SS 100 to the Dagger, including the Pendine Sand Racer,the Anniversary Golden Dream, and the sporty Salt Racer Karslake, these high-pedigree Anglo-French motorcycles serve as the backdrop to the workplace. A dream within reach, in a hushed, extremely calm atmosphere where respect for the space inspires discretion, admiration, and humility.

On the walls, a series of photos alternates between early 20th-century Broughs, contemporary models in artistic settings, and a few sketches whose mystery we’ll leave unshared. For projects are underway, paving the way for the future and new developments at a steady—and even prolific—pace for a manufacturer of this size. There are only about twenty people on the team, working toward the creation of excellence.

Still on the upper floor, another section is reserved exclusively for Aston Martin. The collaboration with this famous automotive brand has brought greater visibility to Brough and represents a significant portion of its business. Today, about one-third of production is for Aston—specifically the AMB001 and AMB001 Pro. These are motorcycles designed exclusively for the track (or for an art gallery).
This section alternates between the fabrication area, the engine assembly zone, and a few models nearing completion. No rushing—just precision at every stage of creating these 180- and 225-horsepower machines.

At Brough, we don’t just take our time; we pour it into every motorcycle. They’re all handcrafted, with many components machined on-site using CNC machines or 3D printers. For example, the lower engine block consists of two parts—each carved from an 80-kilo block of aluminum that required 30 hours of machining to achieve its final shape. On average, a motorcycle requires 150 hours of work and high-quality materials (aeronautical-grade aluminum, carbon fiber, titanium). A good hundred models roll off the production line each year, a large portion of which are exported. It’s a bustling business with a bright future ahead.

Some brands cultivate a “premium” image by equipping certain production models with special parts, justifying exorbitant prices with an endless stream of limited editions. Brough is not of that ilk, defining its high-end offerings through precise and meticulous craftsmanship on every part, on every motorcycle, where every component is designed to meet an unquestionable standard of quality.

France in Every Fiber of a Brough

Thierry Henriette incorporates as much French craftsmanship as possible into his machines. Ninety percent of the motorcycle’s components are made in France, with many produced in-house or sourced from nearby suppliers. The “French touch” is also evident in the Michelin tires, Beringer brakes, bodywork parts from the UFO Group (located near the Paul Ricard circuit), and more.
The electronics, on the other hand, are Italian, as are the pistons. A few parts also come from Asia, but no matter how closely you examine each model from every angle, you’ll see nothing but beauty, with an impeccable level of finish.

It all becomes clear when you visit the production stations on the ground floor. Most of them resemble operating rooms (though less austere and intimidating), allowing each worker to build in a calm, clean environment where precision is a symbiosis between the craftsman, the tools, and the creative process. That, too, is what high-end craftsmanship is all about: taking the time needed to create perfection. Not everyone is capable of applying sheets of gold or silver so thin that a breath could tear them, and then applying the varnish without compromising the delicate application. Leatherwork plays an equally important role in crafting saddles and certain components.
Thorough testing is essential, both during the design and production phases. To this end, the factory is equipped with several test benches: break-in, power, and fatigue testing.

On the shelves, display cases, and in storage areas… In short, everywhere you look, there are simply beautiful pieces waiting to be showcased. But Brough isn’t content merely to craft; technical harmony matters just as much: each motorcycle is calibrated to deliver exactly the same power as its counterparts. If it doesn’t precisely meet the required specifications, we recalibrate, fine-tune, and start over until the result is flawless.

Collaborations and Icons

The RMB01 appears with an even more refined, goldsmith-like finish. In another part of the workshop, the motorcycle designed in collaboration with Richard Mille stands proudly, being painted in various colors. Sublime and straight out of a fantasy, it seems to have emerged from a watchmaker’s dream. Everything is delicate, openwork, desirable, and mesmerizing. It makes you want to leave home to experience the thrill of riding it. In fact, it’s worth the price—land included. Richard Mille models account for about one-tenth of the company’s production.

Before focusing on Brough, the company developed a large number of designs under the Boxer Bikes label. This rich history has not been forgotten: a selection of machines is on display on the premises, allowing visitors to immerse themselves in the creative expression of an era. So many memories and unique models—the Lamborghini Design 90, the SSR 1000, the Voxan VB1, the 750 Sensor, the Spartacus, the Gladiator 999.... The creativity of a bygone era, quietly brought to life in a micro-museum open to enthusiasts.

Take a step inside, and you can marvel at a vintage SS 100 Alpine Grand Sport from the 1920s, in concours condition. A short walk to the right leads to a relaxation area where you can pick up a few books to relive the story of George and Brough Superior while sinking into a cozy sofa.

A dedicated sanctuary

It wasn’t just about discovering Brough Superior. This small factory—or rather, the brand’s grand workshop—is so much more than that. A space beyond conventional expectations, where art takes passion to another dimension of motorcycling. If we were in the 15th century, this visit would simply have been a tour of Leonardo da Vinci’s workshop.