Baume & Mercier, one of the most well-established brands of Swiss watchmaking industry, introduced its Start-Up sister brand BAUME. The new brand attracts attention with its affordable price tags and environmentally friendly production techniques.
Baume & Mercier, which has been operating since 1830, is among the industry’s leading entry-level brands with its classical designs and relatively affordable prices. Proving its assertiveness in making excellent sport watches with the Shelby Cobra Collection which was added to the brand’s product line, is operating under the Richemont Group, one of the heavy-hitters in the world of luxury shopping.
The brand, which has recently entered the highly popular "bespoke" trend with an un-expected move, showed up with an entirely new brand to compete in this segment. BAUME attracts attention with its affordable models and environmentally friendly production techniques as well as its on-line personalization possibilities.
The brand, which was announced yesterday in Geneva, planning to enter the market with unisex products that are designed for 25 to 35 years old clientele. The brand’s eco-friendly motto was also highlighted as the brand would make a perfect choice for the aiming profile regarding the first nice watch.
Although the name of the new brand is BAUME, it is important to note that the brand will not be operating as a part of the parent company (Baume & Mercier). The management and design will be separate to position the brand as a more of a start-up than a well-established Swiss luxury watchmaker. As a matter of fact, BAUME is not a re-inventing the wheel with that as brands like Undone and Daniel Wellington are already quite active in the market. But being a part of a luxury giant like Richemont Group eveals once again the importance of the "affordable luxury" concept that emerged as a reaction to the never ending global crisis.
There are currently two different collections in BAUME’s product line; the Custom Timepiece Series and the Iconic Series.
Custom Timepieces Series, as the name speaks for itself, focuses on the customization which is among the popular trends of recent times. Models that can be personalized through the configurator on BAUME’s official website have a starting price of US $ 560.00. Although the information such as personalization possibilities and detailed technical specifications are not yet fully explained, it is stated that the models in the collection will be equipped with the entry level Quartz mechanisms produced by Ronda or Miyota and will be offered in two different case sizes as 35 or 41 mm.
Another prominent feature of the collection is the attention paid to the use of eco-friendly materials and production techniques, which are especially emphasized in the promotion of the brand. The brand, using recyclable and sustainable materials as much as possible in the production phase, draws attention with its modest designs and environmentally friendly products in terms of packaging as well.
The other collection in the brand’s product line, the Iconic Series, is moving in a more traditional line by being equipped with mechanical movements. Models designed with a minimalist approach, boosts the quality with the skeleton dials and sapphire crystal display case backs without giving up on the personalization options.
Among the models that are available at an average entry price of US $ 1000.00 (US) will include movements manufactured by Miyota, a giant Far Eastern movement maker operating under the Citizen Group.
Both collections are designed with the winding crowns placed at 12 o’clock and unique lugs that look like they have been added to the case.
BAUME plans to introduce another collection within this year. The products will reach 83 different countries around the globe. While the design part is done in Geneva, assembly will proceed in Richemont Group’s facility in Netherlands. The brand, which will mainly sell through the official website, will not neglect the users who would like to see the person. Selected retailers will have portfolio of finished products designed in various configurations to be displayed.